Building a Klaviyo program for people who fear their own bathroom.
Background
Bad is a leading bathroom renovation and plumbing superstore in Scandinavia. After the move to Shopify Plus, Needle Movement was brought in to integrate Klaviyo and build the email program — not migrate one. There was nothing to migrate. Every flow started at zero.
What we did
We built the lifecycle program from scratch — welcome, abandoned cart, post-purchase first, and a total of eight active automations, also wired into 3rd party providers, Aftership, Stamped & more. The strategy wasn't in the flow logic. It was in who the emails were written for.
A person planning a bathroom renovation isn't browsing. They're bracing — for the money pit, the time suck, the nightmare project. So every automation answered a fear with a receipt: 100,000 projects completed, climate-neutral delivery, price-matching.
The savviest email in the account was engineered to look effortless: a plain-text hello from the store manager. Because the hardest customer to convert isn't the one with objections — it's the one with questions they're afraid to ask. That email lowered the bar to one reply. The emails sold certainty. The bathroom came with it.
None of it matters if the emails don't land. So we problem-solved towards developing a unique sending domain and tuned inbox placement at Gmail and other major clients.
The pattern held across all eight automations: meet the hesitation, remove it, move on to the next one. Certainty, built one email at a time.
The results
- The abandoned cart series went from $0 to $1.25 million in attributed revenue in a single year — the "million-dollar abandoned cart email."
- The welcome series added $650,000 in its first year on the engagement.
Every unsure buyer is one good email from a yes.
Book a Call