How We Grew Lee Baron's Welcome Flow Revenue by 439% in 3 Months

To make the flows convert better

The flow was generating less than $1 per recipient. Some months it dropped further. No conversion strategy.

The original welcome flow was three emails built in 2022. Rudimentary design, no conversion logic, no behaviour-based sequencing. It introduced the brand and hoped subscribers would find their way to a purchase on their own.

For a sneaker reseller carrying Nike, Jordan, Adidas, and New Balance, that was an enormous missed opportunity. The people entering this flow had just raised their hand and said they were interested. The flow was not capitalising on that interest at all.

Revenue per recipient was sitting below $1. The Klaviyo benchmark for a well-performing welcome flow is $1.50 to $2.50 per recipient. Lee Baron was generating a fraction of that, with performance dropping as low as 20% of potential in certain months.

We did not just rebuild the emails. We rebuilt the entire entry point.

Starting from the pop-up. The subscriber experience before the first email arrives shapes how engaged that subscriber will be throughout the welcome sequence. We rebuilt the opt-in mechanism first, then built the flow on top of it.

Three emails with new aspirational designs built specifically for a premium sneaker audience. Nike buyers and Jordan buyers have high aesthetic expectations. The creative needed to match the visual language of the brands Lee Baron carries.

SMS integration at the right touchpoints within the sequence. For a high-intent category like sneakers, a well-timed SMS alongside an email significantly increases conversion rates. The two channels working together close the gap between interest and purchase faster than either channel running alone.

A clear conversion strategy throughout. Each email had a specific job. The first captures attention and sets the brand expectation. The second drives product discovery. The third creates urgency and moves the undecided subscriber toward a first purchase.

Three months after we rebuilt it: $7.09 per recipient. $5,278.87 in welcome flow revenue. 439.39% growth.