Retain Marketing, an email marketing agency specialising in DTC ecommerce brands, rebuilt Lee Baron's Klaviyo welcome flow and grew revenue per recipient from under $1 to $7.09 in 3 months. A 439.39% increase.

Lee Baron sells Nike, Adidas, Jordan, and New Balance. Premium sneakers, a real audience, and a Klaviyo welcome flow that had been sitting untouched for three years.

When Retain Marketing took it over, the flow was generating less than $1 per recipient. Some months it dropped further. No conversion strategy. No SMS. Basic design that had not been refreshed since it was first built.

Three months after we rebuilt it: $7.09 per recipient. $5,278.87 in welcome flow revenue. 439.39% growth.

It has grown every month since.

About Retain Marketing

Retain Marketing is an email marketing agency specialising exclusively in DTC ecommerce brands doing a minimum of $50,000 per month in revenue. We work with brands across the USA, UK, Europe, and Dubai on Klaviyo account rebuilds, flow architecture, campaign strategy, and SMS integration. Our focus is one thing: growing the percentage of revenue your ecommerce store generates from email.

The Problem

The original welcome flow was three emails built in 2022. Rudimentary design, no conversion logic, no behaviour-based sequencing. It introduced the brand and hoped subscribers would find their way to a purchase on their own.

For a sneaker reseller carrying Nike, Jordan, Adidas, and New Balance, that was an enormous missed opportunity. The people entering this flow had just raised their hand and said they were interested. The flow was not capitalising on that interest at all.

Revenue per recipient was sitting below $1. The Klaviyo benchmark for a well-performing welcome flow is $1.50 to $2.50 per recipient. Lee Baron was generating a fraction of that, with performance dropping as low as 20% of potential in certain months.

What Retain Marketing Built

We did not just rebuild the emails. We rebuilt the entire entry point.

Starting from the pop-up. The subscriber experience before the first email arrives shapes how engaged that subscriber will be throughout the welcome sequence. We rebuilt the opt-in mechanism first, then built the flow on top of it.

Three emails with new aspirational designs built specifically for a premium sneaker audience. Nike buyers and Jordan buyers have high aesthetic expectations. The creative needed to match the visual language of the brands Lee Baron carries.

SMS integration at the right touchpoints within the sequence. For a high-intent category like sneakers, a well-timed SMS alongside an email significantly increases conversion rates. The two channels working together close the gap between interest and purchase faster than either channel running alone.

A clear conversion strategy throughout. Each email had a specific job. The first captures attention and sets the brand expectation. The second drives product discovery. The third creates urgency and moves the undecided subscriber toward a first purchase.

The Results

Three months. Same list. Same products. Different system.

Revenue per recipient: $7.09. Up from under $1.

Total welcome flow revenue: $5,278.87.

Growth: 439.39%.

The flow has grown consistently every month since the rebuild. Klaviyo rates this performance as significantly above benchmark for the fashion and footwear vertical.

Why It Worked

The audience was always there. People signing up for a Lee Baron email list already want premium sneakers. The demand existed before we arrived.

What did not exist was a system built to convert that demand. Three emails written in 2022 with no conversion strategy, no SMS, and no creative that matched the product quality were not converting the interest they were receiving.

Retain Marketing rebuilt the experience from the first touchpoint. A better pop-up brings in better-qualified subscribers. Aspirational creative holds attention. A clear three-email conversion sequence with SMS integration turns that attention into revenue.

$7.09 per recipient from a welcome flow is exceptional by any benchmark. It did not come from a bigger list or a better product. It came from a system that took the interest already there and converted it properly.

What This Means for Fashion and Sneaker Ecommerce Brands

Your welcome flow is the first commercial conversation you have with every new subscriber. If it was built years ago and has not been touched since, it is almost certainly underperforming.

For premium product categories where the visual bar is high — sneakers, fashion, streetwear, luxury goods — email design is not decoration. It is credibility. A subscriber who receives a badly designed email from a brand selling $180 Jordans immediately experiences a disconnect between the product and the brand. That disconnect costs conversions every single day.

The rebuild starts at the pop-up. Not the email.

Frequently Asked Questions

How long does it take to see results from a Klaviyo welcome flow rebuild?

Lee Baron saw measurable revenue growth within the first month of the rebuilt flow going live. The 439.39% growth figure covers the first three months. In our experience across DTC ecommerce brands, a properly rebuilt welcome flow with SMS integration starts attributing meaningful revenue within 2 to 4 weeks of launch. The compounding effect builds from there each month.

What is a good revenue per recipient for a Klaviyo welcome flow?

The Klaviyo benchmark for a healthy welcome flow sits between $1.50 and $2.50 per recipient. Top-performing flows in high-intent categories like fashion and footwear can reach $5.00 to $8.00 per recipient with the right conversion strategy, design, and SMS integration. Lee Baron's rebuilt flow reached $7.09 per recipient, which Klaviyo rates as significantly above benchmark.

What does a welcome flow rebuild involve?

At Retain Marketing, a welcome flow rebuild starts at the pop-up, not the emails. The opt-in mechanism determines the quality and intent of subscribers entering the flow. From there we rebuild the email sequence with a clear conversion strategy for each touchpoint, new designs that match the brand's visual identity, and SMS integration at the right moments. The entire rebuild typically takes 2 to 3 weeks from audit to launch.

Does SMS integration actually make a difference to welcome flow performance?

Yes, significantly. For high-intent categories like sneakers, streetwear, and fashion, a well-timed SMS sent alongside the email sequence can increase conversion rates meaningfully. The key is timing and relevance. SMS should not duplicate the email. It should complement it at specific decision points in the subscriber's journey, particularly around the 24 to 48 hour window after sign-up when purchase intent is highest.

What kind of ecommerce brands does Retain Marketing work with?

Retain Marketing is an email marketing agency working exclusively with DTC ecommerce brands doing a minimum of $50,000 per month in revenue. We work with brands across the USA, UK, Europe, and Dubai across categories including fashion, footwear, beauty, wellness, home and lifestyle. Our entire focus is Klaviyo email and SMS marketing for ecommerce.

How is Retain Marketing different from other Klaviyo email marketing agencies?

We work exclusively with ecommerce brands at a specific revenue level, which means every strategy, flow, and campaign we build is informed by cross-brand experience in DTC specifically. We do not manage B2B accounts, SaaS companies, or service businesses. Every case study we have, every benchmark we reference, and every system we build is ecommerce only. That focus is why our results look the way they do.

Work With Retain Marketing

If your welcome flow was built more than 12 months ago and has not been rebuilt since, it is not performing at its potential.

The benchmark is $1.50 to $2.50 per recipient. Lee Baron is at $7.09.

Book a 15-minute call with Retain Marketing and we will pull up your current welcome flow performance and tell you exactly what it should be generating.