Ajjaya

The Challenge

When Ajjaya partnered with Flowstate, they already had a strong email ecosystem in place, with automated flows carrying much of the revenue. What was underdeveloped was campaign revenue: one-off sends were not pulling their weight, so the program leaned too heavily on its automation backbone. Deliverability sat in the mid-70s, and the repeat purchase rate was below benchmark for a brand of their quality and audience loyalty. The messaging also reflected what the brand assumed customers wanted, rather than what their behaviour was showing.

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The opportunity was clear: protect what was already working in automation, build a campaign engine on top of it, and align the whole program to real customer behaviour so revenue could compound without adding manual workload.

The Solution

Flowstate refined Ajjaya's existing setup and extended it into a full lifecycle strategy across Klaviyo email and SMS, working alongside Ajjaya's external vendors to bring the system to life.

What we did:

• Refined the existing flows and processes, keeping what performed and improving what didn't, rather than starting from scratch.
• Shifted the strategy from brand-led assumptions to customer-led insight, using engagement and purchase data to shape messaging, timing and offers.
• Developed a four-stream Welcome Series tailored to Ajjaya's distinct customer mindsets (Earthy and Organic, Tribal and Ceremonial, Festival, and Yoga), replacing a single generic onboarding path.
• Optimised Abandoned Cart and Browse Abandon, and added AI Category Intent flows to capture customers at peak purchase intent.
• Refreshed the Win-back flow for lapsed purchasers, plus a Post-Purchase sequence aimed at driving the second sale.
• Wove SMS into the Welcome Series and key automations, not just one-off campaigns.
• Strengthened deliverability through dedicated A/B testing, list hygiene protocols, and a sunset flow to protect sender reputation as the list scaled.
• Collaborated with Ajjaya's external vendors so every part of the system worked together.

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THE RESULTS

Revenue and channel mix

• Automated flows generate 74% of total email channel revenue, building on the strong automation foundation Ajjaya already had in place.
• Campaigns now contribute the remaining 26%, with the strongest sends coming from scarcity-led promotions and purpose-driven storytelling.

Engagement and conversion

• The Welcome Series became the number one revenue driver across the entire account.
• Abandoned Cart achieved a 4.73% click-through rate, the highest of any flow, by catching buyers at peak intent.
• A scarcity-led bundle promotion drove the two highest-revenue campaigns in a single quarter, with open rates reaching 56.3% and scarcity messaging proving to be a repeatable lever.
• Values-led campaigns outperformed standard editorial sends. An Earth Day purpose-driven series significantly outpaced typical campaign performance, confirming Ajjaya's audience responds to story-driven messaging.
• The SMS Welcome Series delivered a 16.95% click-through rate and monetised from day one, proving the channel's immediate commercial viability.

Deliverability and list health

• Deliverability improved from a score in the mid-70s, with delivery rate now at 99.8%.
• Bounce rate held under 0.2% and spam complaints stayed near zero.
• Open rates settled in the mid-to-high 40% range across campaigns, with strategic testing cells maintaining strong inbox placement even as send volume scaled.

Operational foundation

• Weekly reporting and QA cadence established from day one, giving Ajjaya clear visibility into performance without chasing data.
• Order confirmation accuracy improved through a technical fix that ensured exact product variants displayed rather than default product names.

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