A full email and organic social strategy for a luxury cigar retailer.
We rebuilt the Klaviyo account: proper list segmentation, new flows, and a consistent campaign cadence. Within six months it was the business's strongest revenue channel.
The Index is a luxury cigar retailer operating online across Australia, with a high-value customer base and clear seasonal buying patterns. When we started, they had a Klaviyo account, a list, and a social presence. None of it was connected into a system.
Flows were basic. Campaigns went to the full list. There was no segmentation, no testing, and no clear picture of what email was contributing to revenue. The list, which was the real asset, was being underutilised every day.
Without segmentation, every email went to everyone. The list's best customers, the regulars who spent consistently, were getting the same treatment as someone who'd only ever browsed once. Engagement was declining. Unsubscribes were climbing. Revenue from email was flattening even as the list grew.
The social side had the same structural gaps: no consistent cadence, no content strategy, and no clear narrative connecting the brand to its audience. The product was premium. The content wasn't.
We rebuilt the Klaviyo account from the foundation. We cleaned the list and segmented it by purchase behaviour, engagement level, and product preference. We rebuilt every key automated flow: welcome, post-purchase, win-back, and browse abandonment, each written in the brand's voice and timed for the customer's context.
We moved campaigns from full-list blasts to a strategic calendar: the right message to the right segment, timed around the brand's key moments, seasonal buying windows, and new product releases. We tracked every send and fed the results back into the next one.
On the social side, we built a content system that gave The Index a consistent weekly presence: editorial content that fit the brand.
Across a six-month window, attributed email revenue lifted 50% year-on-year. Flow revenue, the automated side of the programme, grew 82%. Campaign revenue increased 43%. Each quarter was stronger than the last.
The list is now a compounding asset. Every new subscriber enters a system built to convert them. The segmentation and flow architecture continues to generate return without ongoing input.
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