Seattle Coffee Gear Email
Every email was built from scratch. So I built a system instead.
Each email was a one-off Illustrator file, exported again for every round of feedback. The program couldn't scale - so I rebuilt the tools, the process, the design system, and the customer journey from the ground up.
Company
Seattle Coffee Gear
Role
Art Director
What I do
Figma system, Klaviyo, Asana, lifecycle flows
Outcome
$24M+ in email revenue
What changed
From one-off sends to an email program.
Before
After
Tools
Before · Illustrator + Mailchimp
After · Figma + Klaviyo
Process
Before · Export, send for feedback, repeat
After · One Asana workback: strategy → copy → design → feedback → build
Design
Before · Every email from a blank file
After · A modular Figma system with the brand's type, color, and imagery
Products
Before · No way to point to specific products
After · A product-on-white library of the site's inventory
Program
Before · One newsletter, campaigns only
After · A retail newsletter, Sunday Sips, and a full set of automated flows
The content
Not every email needs to sell something.
Before I started, every email was a sale - and nothing more. If you weren't shopping for a discount, there was no reason to open.
I pushed us to become a true content email: recipes, tips, and stories that anyone who loves coffee could get something out of, whether or not they were looking for a deal. Sales still had their place - they just weren't the only reason to show up.
Sunday Sips
$632K
A weekend editorial series with no sale to push - it earned about as much per email as our sales campaigns, with a higher click rate.
Retail newsletter
$235K
A second newsletter just for store customers - the highest revenue per email of any campaign type.
The journeys
An email for every step of the customer journey.
$25M+
in revenue from automated flows since 2021
$4-5M
from flows every year - about half of all email revenue
$15M+
from the welcome series alone
Welcome series · Browse abandon · Cart abandon · Abandoned checkout · Thank you · Back in stock · Post-purchase · Birthday
What happened
A program that could finally grow.
$37M+
in email revenue since I built the program in Klaviyo
~$8M
from email each year in 2024 and 2025
+20%
campaign revenue in 2026 vs. the same months of 2025
3.5×
more emails a month - 1.2M in 2021 to 4.2M in 2025
124K → 260K
people reached by our biggest send - the list more than doubled
221M
emails sent across 1,620 campaigns
“We are still using the systems Taylor put in place.”