CASE STUDY
Food and Beverage industry
Discover how we turned a specialty coffee roastery's declining email channel around rebuilding the automated flow foundation and list growth system, with email revenue growing 159% and email's share of revenue doubling in five months.
Industry
Food and Beverage industry
Focus
Email in Klaviyo
Little Roastery is a specialty coffee micro-roastery in Amersfoort, born from a trip to a small plantation near Salento, Colombia. Every batch is slow-roasted fresh daily, beans are organized into four taste profiles to guide discovery, orders ship with handwritten cards, and local deliveries go out by bike. Customers rate them 4.9/5 across more than 1200 reviews.
It's a brand built on personal connection reviews literally praise the emails and personal touches. And coffee is the ultimate replenishment product: every customer runs out, every few weeks, forever. Email should be this brand's best channel.
The designs we made
These are some of the designs we crafted.
01
The challenge
Attributed email revenue was in decline, down 50% versus the previous period
Email sat at just 11.6% of attributed revenue low for a replenishment product where every customer reorders
The automated foundation wasn't carrying its weight: flows weren't set up to nurture, remind, and win back on the rhythm a coffee buyer actually follows
No optimized list growth system visitors left the site without ever entering the email ecosystem
02
We have implemented:
For this account, we focused on the foundation: the automated flows and the list growth feeding them.
All core flows built out and optimized around the customer lifecycle Welcome, Abandoned Cart, Abandoned Checkout, Browse Abandonment, Post-Purchase, and Winback with replenishment timing that fits how often a coffee drinker actually runs out
Flow content in the brand's own voice: origins, taste profiles, and brewing guidance, not generic reminders
A pop-up system across desktop, mobile, and exit-intent with live A/B testing to keep pushing submit rates up
Segmentation and list hygiene so every send lands with engaged subscribers
03
The result
The results at a glance:
Email's share of attributed revenue doubled from 11.6% to 23.2%
Attributed email revenue grew 159% versus the February baseline
Still accelerating: the most recent month came in at +109% versus the period before it
Pop-ups converting above benchmark, with A/B tests live
The results we got
A declining email channel turned into a compounding one: share doubled, both engines running, and the most recent month was the best yet.
2× email's share of attributed revenue from 11.6% to 23.2%
+159% attributed email revenue vs. the February baseline
+109% in the most recent month vs. the period before still accelerating
7.8% desktop & 11,8 mobile pop-up submit rate above the 2–5% benchmark
Ready to get results like these?
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