CRA-YON: 8X Order Rate in 30 Days Without a Bigger Discount
CRA-YON, a swedish award-winning perfume brand, was sending 4 welcome emails that weren't doing their job. We rebuilt it into 7. The numbers nearly tripled across the board.
The Brand
CRA-YON. A premium fragrance brand. 30,000+ email subscribers. Beautiful product. Good story. Email already brought in 25% of their revenue. But their welcome flow, the most important emails any brand sends, was barely working.
The Challenge
Selling perfume online is hard. Nobody can smell it through a screen.
Their welcome flow was only 4 emails long. That's not enough time to make someone feel a fragrance they've never tried. The copy was generic and discount-led. The first email had a 3% order rate. The whole flow was running cold.
The numbers told the story:
23.7% open rate
3% order rate
€2.08 per recipient
Email 1 was performing below the floor
The Goal
Make the welcome flow do its actual job.
Tell the story. Build desire. Earn the first sale, not bribe it with a discount.
The Strategy
Four moves.
1. Expand.
4 emails → 7. Three weeks of attention instead of one.
2. Reframe.
Brand story first. Discount second. Make people want it before we ask them to buy it.
3. Re-sequence.
Awareness → desire → purchase. In that order. With smart triggers based on how each subscriber behaved.
4. Test.
Subject lines, timing, design, preview text. Re-sent Email 1 to non-openers and nearly doubled its performance on its own.
The Execution
We rewrote the entire flow from scratch.
Email 1 stopped opening with a discount. It opened with the brand. The founders. The why. The discount came later, once the customer cared.
The middle emails built the world, how the fragrance was made, who it was for, what it actually smelled like (in words that worked). Pulse points. Storage tips. The small details that make a perfume buyer feel like an insider.
The closer emails brought it home, best sellers, real reviews, the offer.
Every email triggered based on what the customer did, not just when they signed up. Opens, clicks, browsed products, all of it shaped what came next.
The Result
30 days. One flow rebuilt. Numbers across the board:
Open rate: 23.7% → 69.4% (nearly 3x)
Click rate: 4.3% → 8.8% (2x)
Order rate: 3% → 23.1% (8x)
Revenue per recipient: €2.08 → €4.11 (2x)
Total welcome flow revenue: +288%
One flow. 30 days. Everything moved.
Why This Worked
The welcome flow is the first handshake.
Most brands waste it. They lead with a 10% discount and hope the customer comes back. The customer takes the code, makes one purchase, and forgets the brand exists.
We treat it differently. The welcome flow isn't a checkout funnel, it's a relationship.
Get it wrong, you lose the buyer for life.
Get it right, it becomes your single biggest profit lever.
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Client Review
Shivam & the team at ECOM007 did a great job helping us improve our Klaviyo setup for ecom. He really knows the platform and was super efficient with flows, segmentation, and campaign tweaks. Great communication, smart input, and easy to work with. Highly recommended!
Niclas, Co-Founder of CRA-YON
Book a call. We'll diagnose what's broken, show you what's hiding, and tell you if we're the right fit. No pitch attached.
