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Smart Earth logo
RetentionKlaviyoEmailSMS

Fewer sends, cleaner list, and email revenue up 177% in Canada and 276% in the US.

Two stores, two markets, one Klaviyo account that was over-sending into summer. We cut volume, split the content by market and built the flows. August attributed revenue nearly tripled year on year in the US and almost doubled again in Canada.

+276%
US email attributed revenue in August, year on year
+177%
Canada email attributed revenue in August, year on year
49%
of Canada revenue attributed to email in July, above the 40% goal
$7.10
per recipient on the US Welcome SMS, the top flow

August, a year apart, by market

Same month, same stores, the year before us vs with us.

Canada email attributed revenue+177% YoY
August 2025$35.6k
US email attributed revenue+276% YoY
August 2025$39.8k
Canada email share of revenue49% in July
Healthy40.8%
US email share of revenueStore +6% MoM
About 25%About 25%
Canada store revenue, August+1% MoM
$87.2k
US store revenue, August+6% MoM
$168.9k

Revenue per recipient and deliverability

Fewer, better sends. The list got smaller and every send earned more.

National Dog Day promo, same offer both marketsCA +52%
US $0.220CA $0.334
Welcome flow, revenue per recipient3x
US $1.77CA $5.44
US Welcome SMS, revenue per recipientTop flow
Did not exist$7.10
Sender scoreAfter cuts and suppressions
Dragged by summer volume76 CA, 70 US
Klaviyo placed-order rate and RPR
Excellent, both markets

The emails

Click any email to enlarge

Barn Program launch. Tiered pricing for horse owners who reorder.
Summer Support campaign. Coat, skin and recovery, format chooser.

The brand

Smart Earth makes camelina-based omega-3 supplements for horses and dogs, sold through separate US and Canada stores.

The problem

Canada email was already a healthy share of revenue. The US store was growing while email's attributed share stayed light, around 25%. And summer send volume was dragging click rates and deliverability heading into Q4. More sends were making less money.

What we did

  1. 1
    Trimmed campaign volume on purpose. Cleaned 2,000+ unengaged and bounced leads per market to protect sender reputation. Sender scores rose to 76 in Canada and 70 in the US.
  2. 2
    Split the content by market. Dog education in Canada, horse and prevention content in the US. Buyer vs non-buyer flash sales with discounts sized to each.
  3. 3
    Stood up and expanded the monetizer flows. Failure to Launch, Sunset, cross-sell and post-purchase. Approved the missing Canada SMS (welcome and abandoned cart) modeled on the US winners.
  4. 4
    Built Klaviyo landing pages and a seasonal cadence. Dog Chews and Type of Rider pages. National Dog Day and Holistic Pet Day promos run as Q4 rehearsals.
  5. 5
    Launched the Barn Program. Tiered pricing for horse owners who reorder consistently, pitched to the people already buying like members.

The result

August attributed revenue: Canada $35.6k, up 177% year on year at 40.8% of store revenue. US $39.8k, up 276%. Canada hit 49% email attributed in July against a 40% goal. Single sends did $3,124 (Late-Summer Itch, Canada dog) and $3,808 (Horse Fun Facts, US). All of it on fewer sends than the summer before.

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