Work
FÔLD Reformer
Rebuilding email through peak trading
- Sector
- Fitness and Wellness
- Platform
- Klaviyo
- Services
- Email · SMS · Lifecycle · Retention Strategy · Segmentation
The brand
FÔLD Reformer is a UK fitness and wellness brand selling reformer beds and accessories. We took on its Klaviyo account in November 2025. It came with a fragmented automation setup and an inconsistent campaign strategy, weeks before the brand’s most important trading period.
The brief
What we did
Consolidated the legacy welcome series into a single Welcome flow for the UK and EU. Added dedicated Browse, Cart and Checkout Abandonment flows, plus a re-engagement automation.
- Expanded the live programme from 12 to 15 flows, and message touchpoints from 27 to 64.
- Introduced A/B testing of subject lines and offers on key flow messages.
- Restructured campaign sending for peak trading, including Black Friday and Cyber Monday.
- Shifted flow messaging toward higher-value bundles and accessories.
What changed
The rebuild was in place in time for peak trading, and the results have held since. Campaigns carried more revenue through Black Friday and Cyber Monday. Months later, the flow programme is still driving higher-value orders from a healthier list.
+113%
Average order value on flow purchases
+39%
Flow revenue
+38%
Flow unsubscribe rate improved
- Campaign revenue 5.6 times higher; revenue per campaign 2.5 times higher.
- Revenue per recipient up 35%; unsubscribe rate improved 7%.
- Flow revenue up 39%; revenue per recipient up 21%.
Contact