Kavee

Kavee makes premium guinea pig enclosures and accessories, sold direct-to-consumer across the UK and US. With a loyal, education-driven customer base and a product range built around repeat purchase, their email channel had plenty of headroom — but the existing flow setup wasn’t doing the job. Automations were inconsistent across markets, the post-purchase journey was generic, and acquisition flows were leaving subscriber value on the table.

They came to Tribe for a complete rebuild: new flow architecture, new copy, new designs, and smarter logic across both accounts. The brief was to treat UK and US as distinct markets — different tone, different offers, different product availability — while building a consistent and scalable foundation.

Tribe audited both Klaviyo accounts, mapped the full lifecycle strategy in FigJam, wrote and designed all emails from scratch, and launched every flow across UK and US by 23 March 2026. The build included welcome flows and pop-up forms, abandoned cart and browse abandonment, post-purchase nurture, replenishment, cross-sell and upsell, winback, and sunset flows — plus native Shopify and Littledata variants for improved abandonment tracking.

The results below compare 56 days post-launch (23 March – 18 May 2026) against the equivalent 56 days prior (26 January – 22 March 2026), when old flows were running untouched.

➔ +184% — UK post-purchase revenue

➔ +107% — UK post-purchase conversion rate

➔ +95% — US abandoned cart revenue per recipient

➔ +30% — US total flow revenue

➔ +7.1pp — US campaign email open rate

The biggest performance shift came in the post-purchase journey, where the old setup was doing the bare minimum. A single generic flow for all new customers, with a 0.7% conversion rate and £0.40 revenue per recipient, was leaving most of the retention opportunity untouched.

Tribe replaced it with a structured nurture flow that branches based on whether the customer is new or returning — two distinct journeys with different messaging, different product logic, and different goals. New customers receive an educational sequence introducing Kavee’s wider range; returning customers are pushed toward natural next purchases based on what they’ve already bought.

The result was conversion rate growth of +107% — and revenue per recipient up +143%. Post-purchase flow revenue increased by +184% over the same period, with +17% more recipients entering the journey.

Open rate on the new flow reached 55.4%, up from 47.3%, suggesting the more targeted content is landing with the right customers in the right context.

Both markets needed a stronger acquisition and onboarding experience. The existing UK setup split the welcome journey across two flows — a welcome series and a separate exit intent — creating inconsistency and over-offering. Kavee’s previous pop-up showed 10% upfront, escalating to 15% on exit; Tribe’s recommendation was to unify at 15% from the first touchpoint and consolidate into a single welcome flow.

The UK welcome flow went live on 13 March 2026 and reached 7,188 recipients in the post period — 24% more than the combined pre-period volume across both legacy flows. The pop-up ran as an A/B test between an “offer shown” variant and a “secret offer” angle, giving Kavee real data to optimise from.

In the US, the impact was more pronounced. The new welcome flow reached 13,651 recipients in the post period — against just 2,692 across legacy flows in the equivalent window, a 407% increase in acquisition volume. Despite onboarding a much larger and less pre-qualified audience, the flow saw attributed revenue up 74%. Click rate in the new US welcome flow reached 6.7%, up 61% on the previous setup.

Both markets also received redesigned pop-up forms built to Tribe’s accessibility standards, with dynamic coupon codes, A/B logic, and mobile-optimised variants.

Across both markets, Tribe built parallel abandonment flows using native Shopify triggers alongside Littledata variants, giving broader coverage at different funnel stages — abandoned cart, added to cart, and browse abandonment — each running independently to avoid duplication.

The US abandoned cart flows showed the most significant improvement. Revenue per recipient increased from $3.10 to $6.05, up 95%, with conversion rate moving from 1.0% to 2.3% — up 127%. Total abandoned cart revenue across both US flow variants grew +30%.

Click rate on US abandoned cart flows reached 5.9%, up 39% on the legacy setup, reflecting stronger email design and more purposeful recovery messaging.

Tribe’s flow rebuild ran alongside Kavee’s existing campaign programme, which the team continued to manage. The new underlying infrastructure — cleaner lists, better segmentation, and a sunset flow actively managing unengaged subscribers — had a measurable effect on campaign performance.

In the US, email campaign open rate rose from 70.8% to 77.9%, an increase of 7.1 percentage points, reflecting a more engaged list. Revenue per recipient on US campaigns increased 15%, from $0.17 to $0.21. Unsubscribe rate fell from 0.37% to 0.31% — a 15% reduction — as higher-quality sends displaced volume-led blasts.

UK email campaign open rate improved from 56.1% to 59.1%, up 5.2 percentage points, despite the new sunset flow actively cleaning disengaged contacts from the list during the same period. This is a meaningful indicator: open rate is rising even as the list is being pruned.

The Kavee engagement covers two markets, two Klaviyo accounts, and a full lifecycle — from first sign-up to long-term retention. The numbers reflect that breadth, but the most important thing built here isn’t any single flow.

What Tribe delivered is an email infrastructure Kavee can actually build on. Clean architecture. Flows that branch based on customer behaviour. Copy written with a genuine understanding of the Kavee customer — who they are, how they shop, and what they need to know. Design built around the brand’s refreshed visual identity.

The US post-purchase and abandoned cart results show the system working at its best: more relevant content, better timing, higher conversion. As list size grows and the new flows accumulate more send history, the performance curve should continue to improve.

Comparison period: 26 January – 22 March 2026 (pre) vs 23 March – 18 May 2026 (post). Equal 56-day windows. Pre-period reflects legacy flows running untouched before Tribe activated any changes. Klaviyo attributed revenue; discrepancies from Shopify totals are expected and inherent to Klaviyo’s attribution model. US figures in USD, UK in GBP.