How we helped Kaori turn a sensitive subject into an email programme customers actually open
Kaori makes Japanese persimmon soap for age-related body odour. It is a real worry for its customers, and one many of them have never said out loud.
Between April and early July 2026, email brought in 3.3% of store revenue. Kaori needed a programme that built trust in a claim many people doubt, spoke to an older audience with warmth instead of fear, and kept customers coming back long after their first bar.
When your product touches a private fear, every email has to earn the right to be opened
Kaori's customers are caring family people who want to stay close to the people they love. Many are sceptical that the smell is real, or believe normal soap already handles it. Most competitors answer that doubt with fear or clinical language.
We went the other way. Every email treats ageing as a season to be proud of and the soap as a small daily ritual, built on the Japanese philosophy and Sumi-e look that set Kaori apart. Trust comes first. The sale follows.
A full campaign calendar that mixed education with well-timed sales.
We moved Kaori to near-daily sending and gave each week a job: explain why normal soap leaves the smell behind, share the Japanese view of growing older, and introduce the deodorant and body wash as the next steps in the ritual.
That groundwork made the sales land. On the last day of the Fresh Summer Sale, "only 1 day left" made $14,906 from a single send. The education emails earned their place too: "How Japan views aging" made $8,607.
Core flows that turned first visits into first orders.
On 6 July we launched four new flows: a Welcome Series, Browse Abandonment, Checkout Abandonment and Post-Purchase. Each one carries the same warm voice as the campaigns, so the first emails a new subscriber reads already sound like Kaori.
In the last 90 days the Welcome Series alone made $266,835. Across the same window, flow revenue reached $554,913, up from $31,358 in the 90 days before.
Email grew from 3.3% to 19% of store revenue.
In the 90 days to 10 July, mostly before we started, email made $95,019 of Kaori's $2.86M in store revenue. In the 90 days since, it made $904,203 of $4.76M.
Store revenue grew 66.6% across those two windows, and email's share of it rose from 3.3% to 19%. That is more than 5 times the share email had before.
faqs.
Some questions we get often.
We help eCommerce brands grow repeat revenue. That means building out your full retention strategy - email, SMS, WhatsApp, and more - so you can convert more customers, increase LTV, and reduce reliance on paid ads.
Not even close. We’re a full CRM and retention partner. Email is the foundation, but we also optimize your tech stack, fix broken data flows, scale SMS, improve tracking, and design customer journeys across every touchpoint.
We don’t do templates or “30% email revenue” vanity metrics. Every strategy is built from scratch based on your business model, goals, margins, and customer behavior. And everything is done in-house - no juniors, no outsourcing.
You work directly with senior strategists who have built and scaled brands - not junior account managers. From strategy to execution, we stay hands-on.
We're a Klaviyo-certified email marketing agency - we build everything natively in the platform, though we're no strangers to the wider CRM ecosystem when the brief calls for it.
If you’re a DTC brand doing over $2M/year and care about retention, LTV, and owned growth - you’re in the right place. Especially if you’re tired of generic playbooks and want a partner who actually gets under the hood.
Absolutely! Our free audit reveals exactly where your setup has gaps, and what we’d do to fix it. There’s no pressure to work together right away. You’re welcome to take the insights and run with them. When you're ready to work together, we’ll be here.
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