Case study · LobsterAnywhere
One flow, rebuilt. 4x the revenue per email.
LobsterAnywhere ships live Maine lobster overnight, anywhere in the country. Their browse abandonment flow was live and technically fine. "Technically fine" was the problem.
The setup
Fine wasn't good enough.
The brand
LobsterAnywhere: live Maine lobster and seafood at lobsteranywhere.com, delivered overnight. Big-ticket orders, gift-heavy buyers, running on Klaviyo.
The work
On May 11, 2026 the old browse abandonment flow got retired and a rebuilt one went live in its place: same trigger, same shoppers, a completely different email.
The numbers · May–Jul 2026
Same shoppers. New math.
All numbers tracked in Klaviyo, April 17 – July 17, 2026. Rebuilt flow live from May 11, 2026; per-email figures compare the old and new flows across that window.
How
What actually moved it.
One email, sharper aim
The old flow sent two forgettable emails. The rebuild sends one that earns its place, and that single email now out-earns the entire old series several times over.
Catch the craving
Someone browsing live lobster at 9pm is planning something. The rebuilt email lands while that plan is still warm, and more than triple the share of them now come back and order.
Better emails, fewer goodbyes
The proof it's not just louder selling: unsubscribes fell 40% while revenue quadrupled per send. When the email is worth opening, people stop leaving.
Your turn
Got a flow that's just "fine"?
Send me your store. I'll record a free audit of your email strategy. No cost, no catch. If I can't help, I'll say so.
Get a free audit