CASE STUDY
Consumer electronics Industry
Senifone started with email contributing only a small fraction of revenue and no structured system behind it. Twelve months later, attributed email revenue has grown 4×, email's share of total revenue has doubled against a baseline that was itself growing fast and 91% of that revenue now arrives automatically through flows, in two languages.
Industry
Consumer electronics Industry
Focus
Email in Klaviyo
Senifone is a Dutch brand behind the Senifone S1 a smartphone built specifically for seniors, with large adjustable buttons, simplified navigation, a configurable SOS button, and secured software. Its Companion App lets family members follow their loved one in real time, receive SOS and battery alerts, and provide support remotely. Over 15,000 users have chosen the Senifone, and the brand ships across the Netherlands, Belgium, Germany, France, and the UK.
The designs we made
These are some of the designs we crafted.
01
The challenge
Email contributed only a small fraction of total revenue far below its potential
Revenue depended on ad-hoc sends rather than a structured, automated system
No clear reporting structure: flow, campaign, and welcome revenue were not tracked separately, making it impossible to see what actually worked
A dual audience (seniors and their adult children) that generic ecommerce email tactics don't reach
International expansion ahead, with no localized flow infrastructure in place
02
We have implemented:
For this account we made a deliberate strategic choice: focus primarily on flows. With a single hero product and a trust-driven audience, automated lifecycle emails arriving at exactly the right moment would do more than a heavy campaign calendar ever could.
What We Implemented
The complete set of core flows, built and localized in both Dutch and German: Welcome, Abandoned Cart, Abandoned Checkout, Browse Abandonment, Post-Purchase, Cross-Sell, and Winback. These flows are now responsible for 91% of all email revenue.
Optimized pop-ups feeding the newsletter and the €5 welcome incentive
Structured A/B testing, including welcome flow versions with and without the €5 discount, so strategy decisions were made on data rather than assumption
A campaign program tailored to the audience: National Senior Day, reachability-themed campaigns, product announcements and text-based emails that consistently outperformed heavily designed ones with this audience
03
The result
+322% attributed email revenue in 12 months with flows (+331%) driving 91.1% of the email revenue.
Email's share of revenue doubled while the store itself grew fast email outpaced the business ~4×
Deliverability improved (score 80, +14) while volume scaled 4×
The results we got
+322% attributed email revenue year-over-year more than 4× in 12 months
Email's share of total revenue doubled while the store itself was growing fast, meaning email grew ~4× faster than the business around it
+331% flow revenue, with flows now driving 91.1% of all email revenue the flow-first strategy working as designed
+246% campaign revenue on top, in a supporting role
Deliverability score 80 ("Good"), up 14 points
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