Metalbird: one lifecycle system across seven Klaviyo accounts and seven currencies

Metalbird makes steel garden birds for home and garden, and sells them through seven separate Klaviyo accounts: USA, Canada, Australia, New Zealand, UK, France and Netherlands. That is the whole story here. This is not a single-account turnaround, it is the much harder problem of running one consistent lifecycle programme across seven markets, seven currencies and seven audiences without it turning into seven different jobs.

The challenge

At the start of the engagement in August 2025, the seven accounts averaged a 44.9% open rate, 2.91% click rate and 0.24% conversion rate, with Klaviyo contributing around 27.6% of total business revenue on average. Each account carried roughly 83.8K active profiles and 1.12M email recipients. The risk with a structure like this is drift: seven accounts left to their own devices end up with seven different flow stacks, seven different segment definitions and no way to tell whether a market is underperforming or just being measured differently.

What In-box did

• Standardised the core lifecycle flows across all seven markets: Welcome and Pop-up, Black Friday Welcome and No-Discount, Abandoned Checkout, Abandoned Cart, Browse Abandon, Order Confirmation and a Suppress flow
• Ran a shared content calendar that was localised per market, so each account got the same strategic rhythm without pretending seven countries are one audience
• Applied consistent segmentation everywhere: 120-day, 180-day and 250-day engaged segments, master and subscribed lists, and SMS subscriber segments
• Made every market measurable on the same terms, so performance could be compared country to country instead of guessed at

The results

Over the nine months from August 2025 to May 2026, email recipients grew 119.4% on average across the seven accounts, average open rate went from 44.9% to 51.6%, and average click rate now sits at 2.20%. Klaviyo's share of total business revenue rose to an average of 28.7% across markets. The flow work is doing the heavy lifting: flow click rate averaged 9.58% against a 1.96% average campaign click rate, with a 1.02% flow conversion rate. The UK is the standout: email revenue up 10%, campaign revenue up 36%, email recipients up 260% and a 55.94% open rate. And the segmentation earned its keep on its own, with the 180-day engaged segment alone generating meaningful revenue in every one of the seven markets.

The takeaway for multi-market brands: the win is not a clever campaign in one country, it is a system that runs the same way in all of them. Standardise the flows, standardise the segments, localise the content, and you get one programme you can actually manage instead of seven you cannot. A 9.58% flow click rate against 1.96% on campaigns is what that discipline buys you.