$20,886.99 from people who skipped the first email.
A US store selling body kits, hoods, spoilers, lights and interiors for Chargers, Challengers, Camaros and Corvettes. Its sends reached 4,193 to 5,490 people. Six of them in May 2023 brought in $162,874.88, and a Memorial Day resend to 1,272 non-openers made $20,886.99 on its own.
A small list of people who love their cars.
The buyers here own a specific car and want parts that fit it: a carbon hood for a Camaro, sequential taillights for a Corvette C8, seats for a Charger. They shop by model, so the emails did too.
The list was small. The biggest send in these two windows reached 5,490 people. On a list that size you can't win by volume, so each email has to earn its revenue from the people who actually open.
Four moves, repeated.
Send to the engaged, most of the time
Sales, testimonials, launches and collection emails went to people engaged in the last 60 or 90 days. Only the weekly newsletter and a product highlight went to the full list, minus suppressions. That protects deliverability on a list this size.
Resend to non-openers the next day
The Memorial Day sale went out on May 25. The next morning it went again to the 1,272 people who hadn't opened, and made $20,886.99. Same move on June 30 for the testimonial email: 1,417 non-openers, $13,025.04. The two resends add up to $33,912.03.
Emails built around the car
A Charger email split into body kits, spoilers, interiors and wheels, each in its own dark or red band with a button. A Father's Day email ended on a shop-by-category grid: headlights, taillights, hoods, body kits.
A calendar with more than sales
Weekly newsletter, product highlights, customer testimonials, a wheels collection, a new-launch features email, and the holiday sales on top. The testimonial email on June 29 made more than the Independence Day sale two days later.
Send by send, from Klaviyo.
Placed-order revenue per email as Klaviyo reported it: orders it credits to an email that was opened or clicked. There is no store-wide summary for this account, so there is no before and after here, only what each send brought in. The sums are our addition of the rows shown.
May 9 to 27, 2023
- Weekly newsletter, May 9$13,796.92
- Sale, May 13$13,051.63
- Product highlight, May 17$26,750.03
- Memorial Day sale, May 25$40,907.65
- Resend to non-openers, May 26$20,886.99
- Sale, May 27$47,481.66
- Sum of these six$162,874.88
June 27 to July 6, 2023
- Weekly newsletter, Jun 27$19,054.59
- Testimonial, Jun 29$33,365.38
- Resend to non-openers, Jun 30$13,025.04
- Independence Day sale, Jul 1$24,230.05
- Wheels collection, Jul 3$11,413.35
- New launch, Jul 6$13,150.97
- Sum of these six$114,239.38
From the emails.
Cropped from the sent versions. Store name, logo, decals and address are removed.
The takeaway.
The cheapest revenue on the list was a resend. Same design, a day later, only to people who hadn't opened. On a list under 5,500, $33,912.03 across two resends is money a one-and-done calendar leaves behind.
These are high-ticket parts. The May 27 sale made $47,481.66 from 24 ordering customers, so a few orders swing any single row. Read the totals. And ignore the open rates: since Apple Mail Privacy Protection they run high, so we report revenue and clicks.
The thinking behind the resends.
Email works best next to the channels that fill the list:
Sending each email once and moving on?
Book a call and we'll go through your Klaviyo account with you. Free, and you keep the notes.