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Pharah

A second round of tests more than doubled clicks on the welcome and checkout emails.

3.9% → 9.3%Best click rate on the first welcome email · round one, then round two · 478 and 646 recipients

For Pharah, an online jewellery store, we built the Klaviyo flows and then tested every email again. After the second round the first welcome email’s click rate rose from under 4% to between 7.2% and 9.3%, and the first checkout email’s from under 3% to between 7.5% and 12.5%.

See the results How we did it

3.9% → 9.3%Pharah

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The brief.

Pharah, a young jewellery store, needed its first email flows, and needed them to improve without waiting for a large list.

Our approach.

We launched the flows with a test on every email, then ran a second round against the first winners and rebuilt the mobile signup form.

The results.

Click rates and Klaviyo-attributed order value from the flow test log, by test round. Click rate is used because open rates changed with Apple’s mail privacy update in September 2021. The record has no account-level revenue.

Order value, three tested emails, round two: $3,913December 2021–February 2022 · 998 recipients · $1,446.90 from 685 in round one
Campaigns published: 17January 10–March 2, 2022
Site changes shipped: 43November 2021–February 2022 · no conversion figures recorded

A closer look at the work.

The first welcome email’s click rate went from 3.7–3.9% to 7.2–9.3%. The first checkout email’s went from 0.9–2.7% to 7.5–12.5%. Order value from the three tested emails rose from $1,446.90 to $3,912.64.

Reported outcomeJuly 2021–February 2022

Round one against round two

Click rate and order value for the first welcome and checkout emails in each test round.

Round one against round two · July 2021–February 2022
Email	Round one · Jul–Dec 2021	Round two · Dec 2021–Feb 2022
Welcome, first email	3.7–3.9% clicked · $1,147.50 · 478 recipients	7.2–9.3% clicked · $2,170.61 · 646 recipients
Abandoned checkout, first email	0.9–2.7% clicked · $249.50 · 109 recipients	7.5–12.5% clicked · $959.73 · 187 recipients
Abandoned checkout, second email	1.8–1.9% clicked · $49.90 · 98 recipients	7.4–10.2% clicked · $782.30 · 165 recipients
Three tested emails together	$1,446.90 · 685 recipients	$3,912.64 · 998 recipients

Source: Flow test log for the account

Order values are sums across the variants in each round. Round two includes the holiday season.

Reported outcomeOctober 25, 2021–February 15, 2022

The mobile signup form

Signup rate on the mobile popup in three periods, the last after it became a three-step form.

The mobile signup form · October 25, 2021–February 15, 2022
Period	Mobile signup rate	Views
October 25–December 8, 2021	2.51%	11,520 views · 289 signups
December 8, 2021–January 9, 2022	1.03%	17,320 views · 178 signups
January 18–February 15, 2022 · three-step form	7.43%	6,470 views · 481 signups

Source: Popup test log

One four-week window after the change. The desktop popup fell from 2.42% to 1.66% over the same period.

What we did.

The main pieces of work on this account.

Every flow email tested, then tested again
Welcome, abandoned checkout, abandoned website and more went live in July 2021 with a subject-line test on each. A second round ran from December 2021, and a third added button colour.
A three-step signup form on mobile
Moving the mobile popup to three steps took its signup rate to 7.43% of 6,470 views, from 1.03% in the period before.
A campaign calendar
Seventeen campaigns in the first eight weeks of 2022: top picks, gift guides, a rewards program and a Valentine’s series. The calendar ran on through 2022 with category, relaunch and gift-guide campaigns.
Work on the site itself
Forty-three dated changes to the store, from trust badges and payment options to the cart.

Pharah lifecycle designs

Original brand designs, from capture to the next purchase. Scroll through the work, then open any complete design.

Pharah email design: Welcome to Pharah — Pharah · email
Welcome to Pharah
The first email of the welcome flow, carrying the signup offer.
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Pharah email design: Put a ring on it — Pharah · email
Put a ring on it
A category campaign for rings from autumn 2022.
Read the complete design
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Pharah email design: Flaunt your success — Pharah · email
Flaunt your success
A category campaign for bracelets from autumn 2022.
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Pharah email design: A relaunch, with a gift — Pharah · email
A relaunch, with a gift
The relaunch campaign from autumn 2022, with a free gift on the next order.
Read the complete design
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Pharah email design: Gift guide — Pharah · email
Gift guide
A Black Friday gift guide from November 2022.
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Pharah email design: Color we love: deep reds — Pharah · email
Color we love: deep reds
A colour-led campaign from late 2022.
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Source: the original Figma design files. Offers shown are the client’s own from the time. These are design examples and may differ from the exact version sent.

How the work fits together.

Pharah · how the work runs

Launch the flows
Put a subject-line test on every email from day one.
Read the first round
Keep the winners and write new challengers.
Test again
Run the second round and compare click rates.
Fix the signup form
Test the popup by device.

Review the results before the next round of work.

A first test finds a better subject line. A second round, against the first winner, is where the larger gains came from here.

How this was measured.

Flow test log, content calendar and site-change log for the account, read November 11, 2026.

Measurement and evidence
Question	Source scope
Which period?	July 2021–February 2022
What is measured?	Click rates and Klaviyo-attributed order value from the flow test log, by test round. Click rate is used because open rates changed with Apple’s mail privacy update in September 2021. The record has no account-level revenue.
What kind of record?	Klaviyo account report
What engagement?	Past email client

Sources and limits

Each variant reached between 46 and 342 people, so these are small samples.
The second round ran through Black Friday, the holidays and Valentine’s Day, which may have lifted clicks on their own.
Order values are small, in the hundreds to low thousands of dollars, and the record has no account-level revenue.
The desktop popup’s signup rate fell in the same period the mobile one rose.

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The brief.

Our approach.

The results.

Round one against round two

The mobile signup form

What we did.

Every flow email tested, then tested again

A three-step signup form on mobile

A campaign calendar

Work on the site itself

Welcome to Pharah

Put a ring on it

Flaunt your success

A relaunch, with a gift

Gift guide

Color we love: deep reds

How the work fits together.

How this was measured.

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