Migrating a loyal customer base to Klaviyo, rebuilding their email program,
and shifting a sales-heavy brand toward story-driven retention.
Peragon came in with a large, loyal customer base and a strong product line, but their email program wasn't keeping pace. They were on an outdated platform, running promotions-heavy sends, and leaving significant lifecycle revenue untouched.
The first priority was a clean migration to Klaviyo: list hygiene, domain warmup, and infrastructure rebuilding without disrupting the deliverability of an established brand. Then came the rebuild: 7 flows from scratch, a new elevated email design system, and a strategic shift from discount-led to benefit-led storytelling.
The goal was to meet customers where they were in their buying journey, whether they cared about weatherproofing, load capacity, security, or just finding the right fit for their truck.
Average open rate across campaigns and flow
vs. industry benchmark of 40.3%
Email-attributed revenue of total revenue
Flows built from scratch post-migration
A full redesign of Peragon's email look and feel, moving away from a plain text template toward a design system that reflects the product's quality and speaks to what customers actually care about.
Every flow was built with a clear role in the customer journey, from the first brand touchpoint to recovery, nurture, and seasonal activation. Segmented by product interest and behaviour, not batch-and-blast logic.
Introduces new subscribers to Peragon's brand story, mission, and social proof. Split by cover interest (Landmark, Tectonic, or undecided) so messaging matches intent from email one. Closes with a finance options send and a timed discount.
Urgency-led recovery flow with a mid-funnel survey to understand hesitation. Includes a final nudge for high-intent non-converters. Segmented by product type with unified checkout logic to keep implementation clean.
Installation guides delivered post-order to reduce support tickets. Includes a satisfaction survey that feeds directly back to the internal team, helping flag friction points before they become returns or complaints.
Targets engaged subscribers who exited the welcome flow without buying. Serves the best-performing campaign content in sequence as top-of-mind awareness plays designed to convert when the timing is right.
Content is segmented by the variant browsed, Landmark or Tectonic, so social proof and specs shown are always relevant to what the customer was considering.
Created separate flows with sale banners and discount blocks during the Black Friday window. Active only during the campaign period — lean to build, high-impact to run.
Customer interviews were run to understand what Peragon buyers thought about the brand, what held them back, and what pushed them over the line. The answers shaped every campaign that followed.
Understanding what stops someone from buying is more valuable than any discount. Driving traffic to the right page converts better when the messaging speaks to what the customer is already looking for.
List quality matters more than list size. A warmed, cleaned list protects deliverability and means your best emails actually reach the inbox.
Building a proper design system upfront pays off every send. When emails are cohesive with the website and socials, the brand feels intentional and that consistency builds trust before the customer even reads the copy.
The best-performing emails aren't always the most promotional. They're the ones that meet the customer at their specific concern and give them a real reason to act.