how we pushed a cleaning products brand's already strong email programme from 27% to 38% of revenue
Shiny Wipes makes drying towels, cleaning cloths and gloves that leave glass, mirrors and showers without streaks. Its best seller is the Shiny Bath Drying Towel.
Email was already working when we started in 2025. It brought in 27.4% of store revenue in the 3 months before. Our job was to grow it further without losing what customers already liked.
a programme that already works is the easiest one to coast on
Most Shiny Wipes customers are 65 or older and live in the US, Canada, Australia and New Zealand. They read emails properly and want proof before they buy.
So we tested. Each flow email got a challenger version, and we kept whichever one made more money from the same traffic. The losing versions were switched off, even the ones we liked.
campaigns tied to moments the reader already has in mind.
We tied each week to something the reader was already thinking about, like the Labor Day reset or Prime Big Deal Days, with simple how-to emails about streak-free mirrors and the 90-second shower clean in between.
"Our prices just changed" was the biggest sale email of Prime Big Deal Days. "It's Labor Day. Time to reset." was close behind, and a 21-second voice note email was opened by 59.8% of the people who got it.
every flow email tested, and only the winners kept.
In the email that follows up an unfinished checkout, the version that led with the offer brought in 2.5 times the revenue of the old one, and 4 times the orders from the same traffic. In browse abandonment, the offer-led version made 2.1 times as much.
Some tests went the other way. A membership idea in the email sent before delivery got 0.37% clicks against 8.15% for the original, so we dropped it.
email grew from 27.4% to 37.6% of store revenue.
In the 3 months before we started, email made 27.4% of Shiny Wipes' store revenue. In our latest 3 months, it made 37.6%.
Store revenue grew 15% across those two windows. Email grew faster, by 57%, and its share went up every month, passing 40% by October.
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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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