Klaviyo Email Marketing Case Study in Pakistan

The Client

A Faisalabad-based consumer electronics retailer operating a flagship store near D Ground and a Shopify storefront selling smartphones, home appliances, audio gear, and accessories across Pakistan. The business had grown steadily for six years on the back of a strong local reputation, competitive pricing on the brands Pakistani buyers care about — Samsung, Apple, Infinix, Tecno, Haier, and a fast-growing accessories range — and a reliable courier network that let them ship cash-on-delivery nationwide. Monthly revenue sat at roughly PKR 26M, with the storefront and a busy WhatsApp handle doing the heavy lifting.

The retailer’s email list had grown to about 47,000 subscribers collected at checkout, through a website pop-up, and from in-store sign-ups at the flagship. By any measure it was a valuable asset for an electronics business, where a single converted subscriber can represent a phone purchase worth PKR 100,000 or more. Yet email was contributing only about 9% of monthly revenue — roughly PKR 2.3M against a PKR 26M top line — despite the list being larger than what most Pakistani ecommerce stores ever build.

The problem was not the list. The problem was that the list was being used as a noticeboard. Two generic newsletters a month went out to the entire file, mostly announcing a sale or a new phone launch, and beyond an abandoned-cart plugin set to a single reminder there was no automation in place. The retailer approached WeProms Digital to make email a real revenue channel through Klaviyo email marketing built around how Pakistani electronics buyers actually research and purchase.

The Problem

Four issues were quietly costing the retailer revenue every month:

1. Batch-and-blast to a high-consideration category. Electronics purchases are researched, compared, and deferred — not impulse-bought. Yet every subscriber received the same monthly newsletter regardless of whether they had bought a PKR 200,000 phone last week or were browsing their first ever pair of earbuds. Open rates sat at 16% and click rates at 0.8%, well below what a high-intent electronics list should produce.

2. Cart abandonment handled with one email. Electronics carts are high-value and high-abandonment — a shopper comparing a flagship phone across four retailers, weighing cash-on-delivery, instalment options, and warranty, needs more than a single reminder. The single-cart-email plugin was recovering roughly 7% of abandoned carts, and there was no logic for the shipping-cost hesitation that dominates cash-on-delivery markets.

3. No flows for the moments that sell electronics. No back-in-stock flow for products that sell out every launch cycle, no price-drop alerts for the price-sensitive Pakistani buyer, no browse-abandonment for the long consideration window, and no post-purchase journey to capture warranty registration, setup help, and the high-margin accessory cross-sell. Every one of these moments was leaking revenue.

4. A flat list with no category intelligence. The list was not segmented by what subscribers owned, what they browsed, or where they sat in an upgrade cycle. A customer who bought a flagship phone twenty months ago — prime for an upgrade nudge — received the same message as a first-time browser looking at a PKR 2,000 power bank. Segmentation, the thing that makes electronics email profitable, did not exist.

Phase 1 — Diagnosis and Cleanup (Weeks 1-2)

The first phase was forensic: understand the list, fix deliverability, and wire up trustworthy event data before building anything.

List audit and engagement tiers. We segmented the 47,000-subscriber list into engagement tiers — active (90-day), warming (91-180 day), and cold (180+ day). Only about 9,800 subscribers were genuinely active, with the remainder dragging down every send. We ran a controlled sunset programme: a re-engagement sequence with a final accessory incentive, then suppression of non-responders. The list shrank in a way that improved reach, not reduced it.

Deliverability repair. We authenticated the sending domain (SPF, DKIM, DMARC), migrated the programme to Klaviyo from a basic tool, and set up a dedicated sending domain. Seed-list testing showed inbox placement at 84% at the start, with Gmail promotions-tab placement the main leak. Within the phase we lifted that to 93%.

Tracking and category data. Electronics email only works if it knows what each subscriber owns and browses. We verified the Shopify integration, confirmed that browse, cart, and order events were firing on every page and product, and built a category-enriched profile so that every subscriber’s purchased and browsed categories were queryable for segmentation. We also connected the flagship store’s point-of-sale export so in-store buyers entered the right lifecycle stage instead of being treated as strangers.

Phase 1 results (by end of week 2):

Diagnostic	Before	After cleanup
Active subscribers (90-day)	9,800	9,800 (correctly isolated)
Cold tier suppressed	0	~31,000 sunset / suppressed
Inbox placement (seed test)	84%	93%
Authenticated sending domain	No	Yes (SPF/DKIM/DMARC)
Category-enriched profiles	None	Full (owned + browsed categories)

Phase 2 — Build and Restructure (Weeks 3-5)

With a clean, deliverable list and trustworthy event data, we built the core flow suite — re-engineered for how electronics buyers behave rather than copied from a generic ecommerce template.

Welcome series (4 emails). Triggered on sign-up, the welcome series introduced the brand’s price-and-authenticity promise (genuine devices, official warranty — a real concern in the Pakistani market), offered a first-order accessory incentive, surfaced bestsellers with social proof, and ended with a conversion nudge before the incentive expired.

Cart abandonment (3 emails). Electronics carts need a different recovery logic than a PKR 2,000 impulse buy. We built a three-part sequence: a reminder within the hour, a follow-up the next day that directly addressed the objections that kill cash-on-delivery checkouts — COD availability, courier time, return policy, and instalment options — and a final incentive. For high-value carts above PKR 80,000 we added a consented SMS nudge, since those carts warranted the channel. You can read more about the underlying flow architecture in our email marketing automation lifecycle flows work.

Back-in-stock and price-drop alerts. Two flows that are uniquely powerful for electronics. Back-in-stock captured demand for products that sell out every launch cycle — flagship phones, popular earbuds, seasonal appliances — and converted it the moment inventory returned. Price-drop alerts let price-sensitive subscribers register interest in a product and receive an automated email the moment its price moved, capturing demand that would otherwise drift to a competitor.

Browse abandonment (longer window). Because electronics consideration spans days or weeks, we extended the browse-abandonment window beyond the default and triggered on multiple product views, surfacing the exact products a subscriber had been comparing, with stock urgency where inventory was low.

Post-purchase journey (3 emails). After a purchase, customers entered a flow that captured warranty registration (valuable first-party data and a trust signal), delivered setup guidance specific to the product bought, and then introduced a complementary high-margin accessory — a case for a phone, a surge protector for an appliance, a screen protector with a bundled installation offer. The accessory cross-sell became one of the strongest revenue contributors in the programme.

Segmentation foundation. Alongside the flows we built the segment architecture the next phase would lean on: purchasers versus non-purchasers, VIPs (top 10% by lifetime spend), and category buyers (smartphone, appliance, audio, accessories) so that every send could be targeted to what a subscriber actually cared about.

Phase 2 results (by end of week 5):

Flow	Status	Early signal (first 2 weeks live)
Welcome series	Live	6% new-subscriber first-purchase conversion
Cart abandonment	Live	12% recovery within first 14 days
Back-in-stock	Live	Converting out-of-stock demand on restocks
Price-drop	Live	Generating first attributed orders
Browse abandonment	Live	Recovering long-window consideration
Post-purchase + accessory	Live	Attach rate climbing on accessories

Phase 3 — Optimise and Scale (Weeks 4-8)

With the core flows live, the focus shifted from coverage to performance — tuning each flow for the specific economics of electronics.

Upgrade-cycle win-back. Electronics has a built-in replacement cycle that most retailers ignore. Using purchase history, we built an upgrade win-back that triggered around the typical replacement window — roughly 20-24 months for a flagship phone, longer for appliances. A customer who bought a phone two years ago received a timely upgrade nudge featuring the current model, trade-in messaging, and an instalment hook. This turned a one-time transactional relationship into a recurring one without forcing a subscription model that the Pakistani market resists.

Category-aware campaign targeting. With the segment architecture in place, manual campaigns stopped going to the whole list. A refrigerator launch went to appliance buyers and recent movers; a flagship phone launch went to smartphone owners approaching their upgrade window and to high-intent browsers; an accessory sale went to recent device buyers who did not yet own the matching accessory. Targeted campaigns outperformed blasts by a wide margin on both revenue and engagement.

A/B testing the high-leverage moments. We ran structured tests on the elements that move electronics revenue most: subject lines on the welcome and launch sends, incentive depth in cart recovery, accessory selection in post-purchase, and send timing on price-drop alerts. Winners were locked in once they hit sample size. Over the phase this lifted welcome conversion from 6% to 11% and cart recovery from 12% to 19%.

VIP programme for high-LTV buyers. The top 10% of customers by lifetime spend — concentrated among flagship-phone and appliance buyers — received distinct treatment: early access to launches, a dedicated VIP-only flow, and a higher-touch post-purchase journey. VIPs represented under 10% of the list but came to account for roughly 34% of email-attributed revenue once they were treated differently.

Phase 3 results (by end of week 8):

Metric	Start of phase	End of week 8
Flow revenue (monthly)	PKR 1.8M	PKR 3.9M
Welcome conversion	6%	11%
Cart recovery rate	12%	19%
Email revenue share	14%	19%
Open rate (active list)	27%	33%

Phase 4 — Measure and Compound (Weeks 8-12)

The final phase turned the programme into a compounding channel the retailer’s team could run confidently, with attribution clear enough to defend the budget.

Attribution and reporting. We built a shared dashboard attributing revenue by flow, segment, and channel (email versus SMS), with deliverability and list-health metrics alongside it. This replaced “email made PKR 2M last month, somehow” with a clear view of which flow earned which rupee — and is what made the 21% revenue share figure defensible rather than aspirational.

Continuous-iteration cadence. A monthly flow-review rhythm kept performance climbing rather than plateauing: review each flow against target, retire fatigued creative, refresh launch sequences for new product cycles, and add one new test each cycle.

Accessory and bundle cross-sell. With the core journey stable, we deepened cross-sell — a phone buyer introduced to the matching case, screen protector, and a charging bundle; an appliance buyer introduced to an extended warranty and installation service. These touches raised average order value on repeat purchases and widened the number of categories each customer bought from over time.

By the 120-day mark, flows were generating roughly PKR 5.2M per month, and email as a whole — flows plus targeted campaigns — accounted for 21% of the retailer’s monthly revenue, up from 9% four months earlier. You can see the broader vertical context in our work for digital marketing for electronics stores.

Final Results at 120 Days

Metric	Before	At 120 days	Change
Email revenue share	9%	21%	+12 pts
Flow-attributed revenue (monthly)	PKR 0.9M	PKR 5.2M	+477%
Email revenue (monthly, total)	PKR 2.3M	PKR 6.0M	+161%
Open rate (active list)	16%	34%	+113%
Click rate	0.8%	2.9%	+263%
Cart-abandonment recovery	7%	19%	+12 pts
Back-in-stock conversion	0%	9%	New channel

Every number traces back to a phase: the inbox-placement gain from Phase 1 cleanup, the welcome, cart, back-in-stock, and post-purchase results from the Phase 2 build, the recovery and upgrade gains from Phase 3 optimisation, and the durable 21% share from Phase 4 attribution and iteration.

What Made This Work

1. Cleanup before construction. Authenticating the domain, sunsetting inactives, and verifying category-enriched event data before building a single flow meant every subsequent flow had a real chance to land in the inbox and act on accurate data.

2. Flows engineered for electronics, not generic ecommerce. The difference between this programme and a default template was the electronics-specific logic: back-in-stock for launch cycles, price-drop for price sensitivity, an extended browse window for long consideration, and an upgrade-cycle win-back tied to real replacement windows. Generic email advice misses all of it.

3. Accessory cross-sell captured the margin. Devices are high-revenue but thin-margin; accessories are the inverse. Building the accessory cross-sell into the post-purchase journey is where a meaningful share of the profit actually came from.

4. Segmentation made sends relevant. A flat list punishes an electronics retailer more than almost any other vertical, because the gap between a PKR 2,000 power-bank buyer and a PKR 200,000 phone buyer is enormous. Category-aware segmentation is what let every send speak to what a subscriber actually wanted.

5. Attribution made the result real. The dashboard that attributed revenue by flow and segment turned “email feels better” into a defensible 21% revenue share the owner could take to decisions about ad spend and inventory.

What Teams Can Apply

For Pakistani electronics retailers that want email to earn its keep:

1. Fix deliverability before you build flows. Authenticate your domain, use a dedicated sending domain, and seed-test inbox placement. If revenue lags your open rate, you are probably being silently filtered.

2. Build around the electronics purchase cycle. Back-in-stock, price-drop, and upgrade-cycle flows will out-earn any number of newsletter redesigns, because they map to how electronics buyers actually decide.

3. Treat accessories as the real opportunity. The device sale is the beginning of the relationship, not the end. Build the cross-sell into post-purchase and you capture the margin that devices leave on the table.

4. Segment by category and lifecycle stage. Stop sending the same message to a power-bank buyer and a flagship-phone buyer. Category-aware segmentation is the single biggest lever on electronics email profitability.

5. Attribute revenue by flow, not by channel total. Knowing that the upgrade win-back earned a specific number and the cart flow earned another is what lets you double down on what works and retire what does not.

WeProms Digital has applied this Klaviyo framework across Pakistani ecommerce retailers in consumer electronics, mobile accessories, and home appliances. The specific flow logic, timing, and creative change with each product cycle — the deliverability-first, flows-over-campaigns, attribution-backed approach stays the same.