Dermavenue: $0 to $383,695.16 in Klaviyo flow revenue

Dermavenue is a direct-to-consumer skincare brand with the kind of site traffic most brands would take in a heartbeat. What it did not have was a single Klaviyo flow. Not one. The brand had previously run some automations in Attentive, but there was no real strategy behind them, and when it came on board in March 2026 the flow revenue line started at exactly zero. Here's the thing about high-traffic skincare: every hour without a working abandoned cart flow is money walking out the door, and at that volume it adds up fast.

The challenge

Two problems, and they were tangled together. The first was that there was nothing automated capturing intent. No abandoned cart, no abandoned checkout, no browse abandonment, no post-purchase, no winback. Every dollar of email revenue had to come from a manual send. The second was deliverability. Open rate sat at around 20%, which for a skincare brand with an engaged audience is a signal that the mail is not reliably landing where people will see it. Building flows on top of a deliverability problem just means automating emails into the promotions tab, so both had to be fixed at once rather than one after the other.

What In-box did

• Built a full personalised flow library from scratch, custom-built around Dermavenue's main products and brands rather than dropped in from a template
• Launched the email flow stack: Abandoned Cart, Abandoned Checkout, Browse Abandonment, Post Purchase Thank You, Fulfilled Order, Delivered, Cancelled Order, Refunded Order, Site Abandon, Sunset and Winback
• Built SMS as a parallel channel with its own flows: SMS Welcome, SMS Cart Abandonment, SMS Checkout Abandonment, SMS Browse Abandonment and SMS Delivered
• Fixed deliverability alongside the build, so the new flows landed in the inbox instead of automating a bad sending reputation at scale
• Set up sunset and suppression logic from day one, so list health was protected as volume ramped rather than patched up later

The results

Between 9 April and 20 June 2026, flows alone generated $383,695.16. Not the whole programme, just the automations. And the curve is the interesting part: $250,557.55 of that total landed in the final 30 days of the window, which means the flow stack was still accelerating, not settling. Open rate went from roughly 20% to 48.10%, so the deliverability work did not just hold the line, it more than doubled how many people actually saw the mail. Click rate sits at 3.30% and revenue per recipient at $3.80, both well ahead of what most skincare accounts run at. In my books, going from $0 to $383,695.16 in ten weeks while doubling open rate at the same time is the clearest evidence you can get that the flow build and the deliverability work belong in the same project, not in sequence.

The takeaway for high-traffic DTC brands: if you have the traffic and no flows, you already have the revenue, you just have not built the thing that collects it. And if open rates are sitting at 20%, build the flows and fix deliverability in the same pass. Doing one without the other just scales the problem.