LUNA STUDIO

SUMMARY:

Brand type: Activewear e-commerce (example brand)

Platform: Klaviyo

Service: Welcome flow strategy, copy, design

Scope: 4-email automated sequence + offer strategy

Luna’s original welcome email was a single ‘thanks for subscribing’ message with no offer, no story, and no reason to shop now. Most subscribers opened once and never came back

WHAT WE DID..

Built a 4 email welcome sequence focused on:
1. immediate incentive + expectations
2. Brand story + product benefits
3. Social proof + reviews
4. Urgency on the first order discount
Clarified one main CTA per email
Used strong product visuals and benefit-led copy while staying true to the brands aesthetic.

What flows like this typically achieve

Brands with flows like this typically see higher first-order conversion and more repeat customers – with welcome flows often driving 10–20% of total email revenue

Projected impact of a 4-email welcome flow for brands like this

Open rates: 50–60%
Click-through: 10–15%
Revenue: 3x more revenue per email vs regular campaigns
Based on industry averages for e-commerce welcome flows.