The client01
A DTC brand whose owned channels stalled.
I'm The Chef Too! is a DTC ecommerce brand running email and SMS on Klaviyo, integrated with Shopify. ATTN Agency took over the account's lifecycle and retention program in April.
Built in Klaviyo
Four straight months of triple-digit growth.
Sustained, independently verified revenue acceleration, not a single-campaign spike.
A full lifecycle rebuild turned a stagnant owned-channel program into growth that held month after month, and showed up in every system that touches the customer, including one ATTN doesn't control.
Sustained, not a spikeOwned-channel revenue, YoY
Before the takeover+4% to +71%
Every month since takeoverAbove +100%
Corroborated by three sources
Not one metric read favorably.
The growth shows up consistently across every system that touches the customer, including Shopify, which ATTN doesn't control.
Klaviyo campaign revenue, YoY
+65.8%
Campaigns grew alongside the flows, not instead of them.
Klaviyo flow revenue, YoY
+131%
Fixing Smart Sending and rebuilding flows put action-triggered sends back to work.
Shopify returning customer rate
86.6%
Up from 80.8%, measured in Shopify, outside of Klaviyo.
Quality, not just volume
It wasn't just more sends.
Comparing average per-campaign performance before and after takeover controls for send volume, and rules out "you just sent more" as the explanation.
Email revenue per recipient
+26%
Per campaign, since takeover.
Email conversion rate
+46%
Per campaign, since takeover.
SMS revenue per recipient
+119%
Per campaign, since takeover.
Mechanism example
Cart and checkout recovery.
One piece of how it happened. Since the July flow rebuild, cart and checkout recovery is performing meaningfully better than its own legacy baseline. Still early data, but directionally strong.
Cart flow conversion rate
+51%
Versus the legacy flow.
Cart revenue per recipient
2x
Versus the legacy flow.
Cart + checkout recovery revenue
+54%
Year over year, same period.
The challenge02
Email and SMS weren't keeping pace with the business.
- Owned-channel revenue was flat to declining relative to the brand's overall growth.
- No customer-type segmentation anywhere in the flow suite. Every shopper got the same message regardless of purchase history or relationship to the brand.
- Smart Sending was misconfigured account-wide, quietly suppressing action-triggered flow emails (welcome, abandonment, post-purchase) in favor of campaign-frequency optimization, the opposite of what those flows are built to do.
- Cart and checkout recovery lagged: 0.69% cart flow conversion, low revenue per recipient, and a 1.98% checkout conversion rate.
The approach03
A full lifecycle rebuild.
- Fixed Smart Sending. Corrected it across every flow in the account, restoring priority to action-triggered sends.
- Rebuilt cart and checkout abandonment. New flows with messaging branches by customer type, live in July.
- Extended SMS into the rebuilt flows. Building on strong legacy SMS performance rather than leaving it as an afterthought.
- Sharpened the campaign calendar. Increased cadence and tightened targeting across the send calendar.
- Kept testing. Send-time and time-delay variants within each flow, treating the rebuild as a starting point rather than a finish line.
- SMS
- Klaviyo
- Shopify
The creative
Education is the offer.
For a brand built on learning, the strongest lever wasn't a discount. It was the lesson. I'm The Chef Too! wanted to connect with families through education, so we built every campaign as a guided journey through the kit: the science behind it, what kids can discover on their own, and what they'll make together. When the email itself delivers value, attention follows, and so does revenue.
- 01Education firstEvery email teaches something, from how geodes form to how scientists read fossils, before it ever asks for a sale.
- 02Written for the whole familyKids, parents and grandparents all have a reason to read: a Baking Buddy fact, a clue to solve, a parent prep list.
- 03Story-led structureEach section builds on the last, so the kit lands as the next chapter of an adventure, not a product drop.
Hover to pause, then scroll inside any phone to read the full email.Swipe through, and scroll inside any phone to read the full email.
These educational sends were a big part of the campaign revenue growth year over year.
Your turn
What would this look like for your brand?
Tell us where you are and what you are trying to hit. We will tell you honestly whether we can get you there.
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