Email Automation 101: How MVMT Watches Boosted Repeat Purchases by 30%
Introduction
Email remains the highest-ROI channel—earning an average $36 for every $1 spent—but too many brands rely on one-off blasts. Automated sequences let you welcome new subscribers, re-engage lapsed customers, and cross-sell related items, all on autopilot. Below, we walk through MVMT’s three-flow strategy in Klaviyo, explain exactly how they did it, and show you how to set up your own system in narrative form.
The MVMT Case Study
When MVMT discovered that nearly a third of their revenue came from repeat buyers, they realized a targeted email strategy could unlock even more value. First, they implemented a Welcome Series that triggered immediately after someone signed up or made their first purchase. The initial email told the brand story—how MVMT watches blend minimalist design with rugged durability—and offered tips on caring for their timepiece. By the third message, subscribers had already learned how to get the most from their watch, and 20% of recipients returned within 30 days to make a second purchase.
Next came Back-in-Stock Alerts. Instead of generic “we’re back” notices, MVMT sent personalized messages containing a dynamic image of the exact watch model that had been out of stock, along with a 10% off code. This approach converted 45% of those alerts, adding an incremental 8% revenue lift on top of their baseline.
Finally, their Post-Purchase Follow-Up series kicked in two weeks after delivery. The tone shifted from “thank you” to “enhance your style,” suggesting matching bands, straps, and accessories based on the customer’s original purchase. Because the emails felt like tailored style advice rather than a sales pitch, add-on purchases rose by 30%.
Combined, these three flows boosted MVMT’s repeat-purchase rate by 30% and saw a 45% higher open rate compared to one-time promotional blasts.
Building Your Own Email Automation Sequence
Begin by choosing the right platform. Free options like Mailchimp handle basic welcome and cart-abandonment flows, but paid solutions such as Klaviyo or ActiveCampaign unlock advanced segmentation and dynamic content.
Next, map your customer touchpoints in prose: when someone signs up, imagine the email arriving within minutes with a warm introduction to your brand’s mission and best practices. For cart reminders, picture a gentle nudge an hour after abandonment, then a follow-up the next day. For post-purchase, envision an email two weeks later, offering complementary products and helpful tips.
Craft each message as if writing to a friend—keep subject lines under fifty characters, weave in first names, and reference the recipient’s behavior or purchase. Set timing so you don’t overwhelm: a three-message welcome series spread over the first week, cart reminders staggered by one hour and one day, and a single follow-up two weeks post-delivery.
As your sequences run, focus on three metrics: open rate, click-through rate, and revenue per recipient. If a particular flow underperforms—say, your cart reminder sees low clicks—experiment by tweaking the subject line or swapping in a clearer call-to-action button. When a variant proves its worth, make it permanent and move on to optimize the next email.
Pitfalls to Watch For
Automations can backfire if overused. More than two automated touches per week often triggers unsubscribes. Avoid generic copy—dynamic tags (first name, product details) are simple to set up and make each email feel one-to-one. Finally, don’t forget mobile: with over half of emails opened on smartphones, test layouts on small screens to ensure buttons remain tappable and images scale correctly.
Next Steps
Ready to launch your first email sequence? Schedule a free consultation, and we’ll audit your current setup, map out your ideal flows, and draft the initial messages. Within days, you’ll begin seeing higher opens, clicks, and—most importantly—repeat revenue.
