How OTAA nearly doubled its Klaviyo growth
and had the busiest week in company history
From a 15-20% growth plateau to almost 40%. Then OTAA took the channel back in-house.
Book a callBefore
15-20%
After
almost 40%
Klaviyo growth, according to OTAA Co-Founder Fameez Haroon
Before
15-20%
After
almost 40%
Klaviyo growth, according to OTAA Co-Founder Fameez Haroon
32.29%
of total revenue attributed to Klaviyo within the first 30 days of e2 campaigns and flows going live
+22%
attributed revenue versus the previous 30-day period
$300K+
during the busiest week in OTAA history
Busiest November ever
reported by OTAA after the BFCM period
The results
Growth nearly doubled. Klaviyo took a third of revenue in 30 days. Then November broke every record they had. The handover was always the plan.
Klaviyo was making money. It had hit a ceiling.
OTAA did not come to e2 because email was broken. Klaviyo was already producing revenue. The problem was that growth had started to stall.
According to OTAA Co-Founder Fameez Haroon, the channel had plateaued around 15-20% growth. There was clearly more money sitting inside the customer base, but getting to it would take more than another welcome flow, prettier emails, or sending an extra campaign every week.
So OTAA handed e2 the keys.
The plan was simple. We would run email and SMS through the most important trading period of the year. Their team would work alongside us and see exactly how we operated the account. Then, in January, OTAA would bring the channel back in-house.
Before that handover happened, OTAA had its busiest November ever. And the busiest week in company history.
This is a position a lot of established ecommerce brands eventually find themselves in. Email works. The welcome series exists. Abandoned cart exists. Campaigns are going out. Revenue shows up in Klaviyo every month. But the channel is not really being operated as a growth channel.
That is where OTAA was. There was not one giant broken thing to fix. There were dozens of smaller opportunities sitting across campaigns, lifecycle, segmentation, SMS, offer strategy, and how the entire promotional calendar worked together.
e2 came in to own it.
We became OTAA's retention team
This was not a strategy deck. We were in the account. Planning, writing, designing, building, sending, testing.
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Browse abandonment
Optimized.
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Bounce-back campaigns
Introduced.
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Winback
Rebuilt.
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Post-purchase
Expanded with cross-sell logic.
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Campaign concepts
Built around products, buying occasions, and the promotional calendar.
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Voice
Early copy was not hitting OTAA hard enough, so we changed the writer, brought in an Australian copywriter, and got OTAA on a call with him to calibrate the brand.
That is what owning the channel looks like. You do not protect the first idea because your agency made it. You protect the result.
The first 30 days changed the trajectory
32.29%
of OTAA total revenue attributed to Klaviyo
22% higher than the previous 30-day period. Early signal there was more room in the channel. The biggest test was still coming. Black Friday.
Black Friday was operated as a system
Not a few emails with a discount code. Traffic is expensive. Customers are hammered by every brand in their inbox. Small mistakes get amplified.
Prepare
Dedicated campaign calendar, pre-BFCM creative, offer coordination, and early-access strategy weeks before the sale.
Collect
Early-access system to collect SMS subscribers before Black Friday, integrated into Klaviyo.
Operate
Abandoned cart and browse abandonment adapted for the promotion. Welcome logic changed. Black Friday creative inserted into flows. Campaigns and SMS coordinated around the event.
Then OTAA broke its record
$300,000+
Busiest week in company history
Busiest November ever
klaviyo total revenue smashed it aswell.
Fameez also thanked e2 for what he described as a crash course in handling Black Friday.
Partnering with e2 agency and Jason was a pivotal moment for OTAA. Initially, we were plateauing at 15-20% growth on Klaviyo. Jason's strategic approach not only doubled our revenue growth to almost 40% and brought groundbreaking changes. His guidance during Black Friday led to the busiest week in our company's history, showcasing his exceptional skills in managing high-stakes campaigns.
That is the result we care about. Not opens. Not clicks. Not whether an agency can make a nice-looking email. OTAA had its busiest week ever.
We also opened a channel OTAA had not been using
Fameez credits e2 with introducing SMS update flows OTAA had not previously used. SMS became part of the Black Friday machine, including early-access collection and coordinated sends. The goal was not to bolt on SMS because it was trendy. It was to find more high-intent moments and make the retention engine stronger.
Beyond that, Jason's expertise extended to setting up SMS update flows, a feature we hadn't utilized before. This addition has been invaluable in enhancing our customer engagement and outreach.
SMS flows OTAA had not used
e2 introduced SMS update flows OTAA had not previously used, then used them for early-access collection and Black Friday sends.
Then we handed it back
OTAA bringing Klaviyo in-house in January was not the relationship ending unexpectedly. It was the plan.
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Run with us
Their internal team stayed close. Campaign strategy, calendar, audiences, exclusions, flow structure, SMS, and Black Friday.
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Learn beside us
After the record November, December shifted toward finishing flow optimizations, testing what remained, and teaching their team how to maintain a healthy sending schedule, choose the right lists, and operate the account.
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Take it back
Goal was to give their team "the best chance to succeed in January 2024 when we take over the Klaviyo account internally." By January they were ready. e2 still helped with engaged audiences, exclusions, and suppression as they prepared to send themselves.
Jason's work goes beyond delivering solutions; he empowers teams with the knowledge and tools for independent growth.
OTAA got the growth, the record Black Friday, the systems, and the knowledge to take those systems back in-house. That was the job.
They're not just good; they're legendary.
Partnering with e2 agency and Jason was a pivotal moment for OTAA. Initially, we were plateauing at 15-20% growth on Klaviyo. Jason's strategic approach not only doubled our revenue growth to almost 40% and brought groundbreaking changes. His guidance during Black Friday led to the busiest week in our company's history, showcasing his exceptional skills in managing high-stakes campaigns.
Beyond that, Jason's expertise extended to setting up SMS update flows, a feature we hadn't utilized before. This addition has been invaluable in enhancing our customer engagement and outreach.
Jason's work goes beyond delivering solutions; he empowers teams with the knowledge and tools for independent growth. The communication throughout was clear, efficient, and always encouraging. I highly recommend e2 agency for anyone looking to elevate their digital marketing strategies. They're not just good; they're legendary.
If you are already doing real volume, the opportunity usually is not "start email marketing." You are already sending. The question is whether the channel is being operated hard enough. Whether campaigns, flows, segmentation, creative, offers, and SMS are working together. Whether you are making the most of major trading periods when a large share of annual demand compresses into a handful of days. And whether the people running retention actually take ownership of the number.
That is what e2 did for OTAA.
"The team at e2 are experts on Klaviyo and I would highly recommend them to any eCommerce store looking to grow fast, make a lot of money, and work with good people."
Your Klaviyo account probably is not broken either
If you think there is more revenue sitting inside your retention channel, let's find out how much.
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