The Traveller Series — Jewellery Brand
40%+ MRR from Email & SMS
How We Are Generating Over 40% of
MRR From Email & SMS Marketing
for Jewellery Brand The Traveller
Series
+ 0
%
Increase In Email Revenue
+ 0
%
Increased Revenue Per Recipient
+ 0
%
Increased Click Rates
INDUSTRY TYPE
Jewellery — DTC eCommerce
PRODUCTS
Jewellery
COUNTRY
Australia
PLATFORM TYPE
Shopify + Klaviyo+ Attentive (SMS)
He goes above and beyond. The emails he designed and set up for me were way beyond my expectation. Do not think twice about booking him for your services.
leefpublishing
The Situation — Before SendnScale
The Traveller Series had an active SMS programme through Attentive and a Klaviyo account in place
— but neither channel was working in alignment with the other. Despite having the infrastructure, the
account was underperforming and the team was stretched thin.
- No dedicated resource managing the Klaviyo account full-time
- Missing and misconfigured automation flows throughout the account
- Email copy was generic and did not match the brand's tone or identity
- Sending to 'All Subscribers' list was damaging deliverability and suppressing engagement rates
- No strategic campaign calendar — only flash sales, product drops, and promos being sent
- SMS journeys active but completely misaligned with email flows, leaving subscribers receiving conflicting or confusing messaging
- Campaigns being completed the day they needed to send — no advance planning
- Sales trending down from the previous period
- Email marketing being handled in-house with insufficient bandwidth
The account had real potential — strong SMS revenue, an engaged audience, and a brand with
genuine visual identity. The gap was structure, alignment, and consistent execution.
The Strategy — SCA Framework Applied
We rebuilt the entire retention infrastructure from a foundation of lifecycle clarity — aligning email and
SMS into a single coordinated strategy
STRATEGIZE — Weeks 1–2
- Full Klaviyo and Attentive account audit — flows, segments, deliverability, and copy reviewed
- Identified misalignment between email and SMS journeys as the primary issue
- Deliverability analysis: identified list hygiene issues causing engagement decline
- 30-day priority roadmap created targeting 20%+ MRR from email within the first month
- Brand tone analysis — existing copy found to be generic and off-brand
- Segmentation strategy mapped: buyer vs. non-buyer, VIP, demographics, engagement tiers
CONSTRUCT — Weeks 2–6
- Pop-up forms rebuilt and tested across multiple offers: 10% off, 15% off (Email + SMS signup), BUY2 GET1 Free, BFCM seasonal variants
- Separate desktop and mobile forms created and optimised
- Core flows rebuilt and expanded: Welcome, Site Abandon, Browse Abandon, Cart Abandon, Checkout Abandon, Post-Purchase, Winback, Sunset
- Brand-aligned email design system developed — 3 style options presented to founder, one locked in
- Email-SMS alignment implemented across all journeys — no subscriber receives conflicting messaging
- Specialty flows added: Almost VIP Flow, B2B Customer Welcome, Birthday Flow, Back-in-Stock, Refunded Customer Flow
- List hygiene performed — inactive subscribers suppressed, saving CA$175/month on Klaviyo billing
- Monthly campaign calendar built: 10–16 email campaigns and 5–6 SMS campaigns per month, scheduled one month in advance
ACTIVATE — Ongoing
- Weekly testing across every element: pop-up offers, flow timing, copy styles, CTA placement, design variants, send times
- UGC and storytelling integrated into campaign copy to elevate brand voice
- Flow library expanded from 8 active flows to 14+ active flows
- SMS campaign strategy maintained at 5–6 per month: product launches, launch reminders, and seasonal promotions
- Segmented sends replacing blanket 'All Subscribers' broadcasts — improving deliverability and engagement
- All campaigns built and scheduled one month in advance for cross-channel consistency
The Results
$ 0
K
Total tracked revenue during engagement
0
%+
MRR consistently from Email & SMS combined
$ 0
K
All-time SMS revenue (Attentive)
0
Active flows (up from 8 at launch)
- A$332,400.68 total revenue tracked across the engagement period (Aug 2024–Apr 2025)
- A$77,500 attributed to Email & SMS (23.33% directly attributed, with significant unattributed assist)
- SMS all-time revenue of $177,494.87 via Attentive — Journeys Revenue: $101,784 (+53.2%),
Campaigns Revenue: $7,074 (+356%) - Total SMS revenue of $109,508 in the tracked period (+61.1% growth)
- Flow library expanded from 8 to 14+ active automations
- List hygiene improvements saved $175/month on Klaviyo subscription costs
- Deliverability improved significantly after suppressing disengaged subscribers and rebuilding send
strategy - Brand now working months in advance — no more last-minute campaign completion
Ready to unlock hidden revenue in your store?
Let’s audit your current setup and find exactly where you’re leaving money on the table. Whether you want to replicate that $350K+ in email-attributed sales or scale your Shopify & Klaviyo flows—let’s build your strategy.
Or drop a line directly at hello@sendnscale.com — always happy to chat