Every email was built from scratch.
So we built a system.
Each email was a one-off Illustrator file, exported again for every round of feedback. The program couldn't scale - so we rebuilt the tools, the process, the design system, and the customer journey from the ground up.
- Company
- Seattle Coffee Gear
- Role
- Art Director
- Scope
- Figma system, Klaviyo, Asana, lifecycle flows
- Outcome
- $37M+ in email revenue
From one-off sends to an email program.
| Area | Before | After |
|---|---|---|
| Tools | Illustrator + Mailchimp | Figma + Klaviyo |
| Process | Export, send for feedback, repeat | One Asana workback: strategy → copy → design → feedback → build |
| Design | Every email from a blank file | A modular Figma system with the brand's type, color, and imagery |
| Products | No way to point to specific products | A product-on-white library of the site's inventory |
| Program | One newsletter, campaigns only | A retail newsletter, Sunday Sips, and a full set of automated flows |
Not every email needs to sell something.
Before, every email was a sale - and nothing more. If you weren't shopping for a discount, there was no reason to open.
We pushed to become a true content email: recipes, tips, and stories anyone who loves coffee could get something out of, deal or no deal. Sales still had their place - they just weren't the only reason to show up.
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.
A second newsletter just for store customers - the highest revenue per email of any campaign type.
A few favorites
View all emails
An email for every step of the customer journey.
in revenue from automated flows since 2021
from flows every year - about half of all email revenue
from the welcome series alone
- 01 Welcome series
- 02 Browse abandon
- 03 Cart abandon
- 04 Abandoned checkout
- 05 Thank you
- 06 Back in stock
- 07 Post-purchase
- 08 Birthday
A program that could finally grow.
in email revenue since we built the program in Klaviyo.
from email each year in 2024 and 2025
campaign revenue in 2026 vs. the same months of 2025
more emails a month - 1.2M in 2021 to 4.2M in 2025
people reached by our biggest send - the list more than doubled
emails sent across 1,620 campaigns
"We are still using the systems Taylor put in place."