Building email into a stronger growth channel.
How I reshaped Stories & Ink’s email strategy across campaigns and flows — increasing engagement, conversion and Klaviyo-attributed revenue.
I took over Stories & Ink's Klaviyo account from another agency earlier in 2026, with responsibility across weekly campaigns, creative, strategy and automated flows.
The opportunity wasn't simply to send more email. It was to make the channel work harder, giving customers more reasons to engage with the brand while building a stronger connection between content, product and conversion.
Since taking over the channel, engagement, attributed conversions and revenue have all moved in the right direction.
More reasons to open. More reasons to click.
One of the biggest shifts was moving away from treating every campaign as a sales message.
Stories & Ink sits at the intersection of skincare, tattoos and culture, which gives the brand much more to talk about than products alone.
I developed a broader campaign approach combining tattoo education, product knowledge, community stories, UGC, brand content and commercially focused campaigns.
The objective was simple: create emails people actually want to engage with, while always giving them a relevant reason to move from their inbox back to the website.
During the measured period, campaign click rate increased by 33.4%, while the total number of recipients grew by 17.3%.
More people were receiving the emails, and a greater proportion were choosing to engage with them.
+33.4%
Campaign click rate
+17.3%
Total recipients
Turning engagement into action.
Clicks are useful, but what happens after the click matters more.
Alongside campaign engagement, Klaviyo recorded a significant increase in customers actively engaging with the website.
From April to July, total Active on Site conversions increased 120.4% compared with the previous period, while Klaviyo-attributed Active on Site conversions increased 189%.
It was a strong indication that the evolving email strategy wasn't just generating engagement inside the inbox, it was driving substantially more activity back to the ecommerce experience.
+120.4%
Active on Site conversions
+189%
Klaviyo-attributed Active on Site conversions
Building the journey beyond the campaign.
Weekly campaigns are only one part of a strong retention strategy.
Alongside the campaign calendar, I began restructuring and optimising Stories & Ink's automated Klaviyo flows to create a more considered customer journey and behaviour.
From welcoming and educating new subscribers to supporting conversion and continuing the relationship after purchase, the goal is to make each automated touchpoint relevant to where the customer is in their relationship with the brand.
There is still more to build and optimise, but the existing improvements are already performing strongly.
In July, Stories & Ink's Klaviyo flows achieved a 2.15% conversion rate → more than double the 1% industry median reported by Klaviyo.
That places flow conversion performance in the 76th percentile, rated Excellent by Klaviyo.
2.15%
Flow conversion rate
2.15×
Industry median
76th
Industry percentile
Stronger engagement. Stronger commercial performance.
The improvements across campaigns and flows have been accompanied by significant growth in the commercial contribution of the channel.
From April to July 2026, Klaviyo-attributed revenue reached an increase of 39.2% compared with the previous period.
During the same period, total ecommerce revenue increased by 34.7%.
The results reflect the wider activity happening across Stories & Ink, rather than email working in isolation. But the growth in attributed revenue, engagement, and conversion shows Klaviyo becoming an increasingly effective part of the wider ecommerce journey.
Email should build the brand and the business.
The biggest change hasn't been one individual campaign, subject line, or flow.
It's been treating email as a connected system.
Creative, education, community, product storytelling, segmentation, and automation all have different jobs to do, but they should ultimately work towards the same goal: building a stronger relationship between the customer and the brand.
The result is an email channel that feels more like Stories & Ink, gives customers more reasons to engage and contributes more meaningfully to the business.
Scope
CRM · klaviyo · Retention
