How Shadow Foam grew email revenue 588% YoY in a single quarter
Shadow Foam make customisable foam inserts. We ran their retention programme in Klaviyo for a quarter: flows, campaigns, list growth and deliverability.
A quarter to prove the channel
Email wasn't a primary revenue channel for Shadow Foam yet. The brief for Q3 2025 was the full retention programme in Klaviyo: flows, campaigns, list growth and deliverability.
What drove the growth
Automation did the heavy lifting. Flows brought in roughly 60% of attributed revenue every month, and that gave the campaigns a stable base to build on through peak trading.
Flows
Eight core automations ran across the quarter. The Welcome Flow alone earned £28K, 41% of all flow revenue, and recovered strongly in September.
Campaigns
VIP and seasonal sale campaigns punched above their send size: the VIP Sale campaign opened at 84.67% and clicked at 4.89%.
List growth
A 10% welcome-offer pop-up converted at 2.34% across 96K views. Mobile beat desktop, 3.26% against 1.55%, and the subscribers it brought in drove £32K in attributed revenue.
Deliverability
The deliverability score climbed 9 points to 70: a 49% open rate, a 1.49% click rate, a spam complaint rate of 0.03%. Clean list, emails in the inbox.
The quarter email became a primary channel
One quarter of a full retention programme in Klaviyo made email a primary revenue channel: £107,388.67 in attributed revenue across July to September 2025, a 588.5% increase on the same quarter last year. August was the best of them at £42.4K.
Results that compound
Q3 repurchase rates hit 5.75 to 6.76%, against a 2 to 4% industry standard, and retention has nearly doubled since early 2024. Repeat buyers carry more than their weight: the 8% of customers who bought twice drove 17% of total revenue (£40.3K).
In one 30-day window, 12 July to 11 August 2025, email drove 42% of everything Shadow Foam sold: £44,266 of £105,410 total store revenue.
More case studies
Every figure here comes straight out of the client's own account, over the period stated beside it. We don't model, blend or annualise anything.
- Report
- Shadow Foam Email Marketing Case Study
- Edition
- Case Study · Q3 2025
- Client
- Shadow Foam
- Issued by
- Engage Commerce, official Klaviyo and Shopify partner
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