# How Balmain Body upgraded their marketing with Klaviyo

> An illustrative walkthrough of the Klaviyo playbook a premium body-care brand runs: the flows to turn on first, who to send to, and the results to expect.

By Doan Than · Published 2026-06-15

Balmain Body makes premium body care for people who treat a shower like a ritual. The products sell themselves in person. Online was the gap: the brand leaned on one-off campaign blasts and a single welcome email, which left the automated revenue (the part that runs while you sleep) mostly on the table. Here is the playbook a brand like Balmain Body uses to turn that around with Klaviyo.

> This is an illustrative walkthrough of the playbook a premium body-care brand runs in Klaviyo. The numbers are representative of what a well-built program achieves, not audited figures from one account. Use them as targets, not promises.

**~35%** of total revenue a mature email program can drive from flows and campaigns combined

## Where they started

Like a lot of growing brands, Balmain Body was sending. Just not in the way that compounds. Every campaign went to the whole list, so open rates slid as unengaged subscribers dragged down deliverability. There was one welcome email where a series should be, and no cart recovery at all. The automations that earn the most were simply missing.

- **1** welcome email, where a 3 to 5 email series should run
- **0** abandoned cart flow catching checkout dropouts
- **Whole list** every campaign sent to everyone, engaged or not

## Step one: turn on the flows that earn while you sleep

Before touching campaigns, build the core automations. These run for every customer, forever, and they are where the reliable revenue comes from. For a consumable product like body care, the order matters.

1. Welcome series. Three to five emails that deliver the signup offer, tell the brand story, and earn the first order while attention is highest.
2. Abandoned cart. Two to three reminders that win back shoppers who reached checkout and left, with an exit the moment they buy.
3. Post-purchase and replenishment. Body care gets used up, so time a gentle reorder nudge to when the bottle is likely running low. This is the flow most brands forget and the one that fits a consumable best.
4. Win-back. A short sequence for customers who have gone quiet, before they drift off the list for good.

## Step two: stop blasting the whole list

The fastest deliverability win is to stop emailing people who never open. Send campaigns to engaged subscribers, suppress the chronically unengaged, and tailor the message by what someone has actually bought. A smaller, sharper send beats a big indiscriminate one every time, because the big one quietly trains inbox providers to filter you out.

> Sending less, to the right people, usually lifts both open rate and total revenue at the same time. Reach is not the goal. Reaching people who want to hear from you is.

## Step three: run a real campaign calendar

With flows carrying the baseline, campaigns become the upside instead of the whole strategy. A planned monthly calendar (a mix of value-led emails and the occasional promotion) keeps the brand top of mind without tipping into fatigue. Planning ahead also means each send has a job, rather than being whatever got thrown together that week.

## The results a brand like this sees

Once the flows are live, the list is segmented, and the calendar is running, the shape of the account changes. Again, these are representative targets for a well-run program, not audited results.

- **5-15%** of abandoned carts recovered once the cart flow is live
- **30-40%** open rates after sending to engaged subscribers instead of the whole list
- **2-3x** flow revenue once welcome, cart, post-purchase and win-back all run together

## What to take from it

- Build automations before you worry about more campaigns. They earn the most for the least ongoing effort.
- Segment your sends. Emailing the whole list every time is the quiet killer of deliverability.
- Match the flows to the product. A consumable like body care needs a replenishment nudge most brands skip.
- Plan a calendar so every campaign has a reason to exist.

## FAQ

### What Klaviyo flows should a body-care brand set up first?

Welcome series, abandoned cart, post-purchase with replenishment, and win-back. Replenishment matters most for consumable products like body care, where a well-timed reorder nudge captures repeat revenue other brands leave behind.

### Does sending to fewer people really make more money?

Often, yes. Emailing the whole list every time drags down deliverability as unengaged subscribers stop opening, which sends more of your mail to spam. Sending to engaged subscribers and suppressing the rest usually lifts both open rate and total revenue.

### How fast do these changes show results?

Flows start earning the moment they go live, because they fire for every customer automatically. The gains from segmentation and a planned campaign calendar build over a few weeks as deliverability recovers and the calendar finds its rhythm.

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Source: Wizel (https://www.wizel.ai/blog/balmain-body-klaviyo-case-study)
Last updated: 2026-06-15