Bester Caviar Case Study

Inna Polutska, CEO of Bester Caviar

In the founder's words

"Since we started working with Dylan, we've been converting a volume of sales we never had before, and instead of me doing all the work, he's doing it. He created phenomenal email campaigns, and he knows how to get emails into the primary inbox instead of the spam folder, which is very, very difficult. Life became much easier: more fun, more free time and more orders."

Inna PolutskaCEO, Bester Caviar

The starting point

A good product and a store making sales, but no email channel at all

In January the store did just over $9,000. None of it came from email, because nothing in Klaviyo was switched on.

Store revenue, Jan 2026: $9,045.95
Revenue from Klaviyo: $0.00
Sign-up form: None
Segments: None
Campaigns sent: 0
Flows live: 0

Bester Caviar Klaviyo dashboard for January 2026 showing $0.00 attributed revenue — Klaviyo, January 2026: $9,045.95 total revenue, 0.00% attributed.

What we did, step by step

The four pillars, built in order

Each step makes the next one work. The form fills the list, segments decide who gets what, campaigns sell to the list every week, and flows sell automatically in the background.

01

Sign-up form

Built one official pop-up for the whole site, written for gift buyers and first-time caviar customers.
Connected it straight to the welcome series, so every new subscriber gets a first email within minutes.
Kept it running as a live A/B test with two versions, so the form keeps improving.

List size more than doubled Always A/B testing to raise the sign-up rate

02

Segments

We built 30, 60 and 90-day engaged segments. Sending started with the 30-day segment only, and as open rates improved we widened it to 60 days, then 90. Campaigns now average a 77% open rate.
Sending only to people who open keeps Bester in the primary inbox and out of spam as volume goes up.
Built a VIP Lounge list for the best customers, plus purchaser and suppression segments so buyers and bad addresses are handled separately.

77% average open rate 0.14% bounce rate, rated Excellent by Klaviyo

03

Campaigns

Planned the calendar around gifting moments: Valentine's, spring, Mother's Day, new arrivals, gift sets and Labor Day.
Mixed designed image emails with plain text emails from the founder, so the list never gets tired of one style.
We send a campaign every second day, always with a fresh design, and the open rates prove subscribers never get bored of hearing from Bester.
Increased send volume around seasonal events like Valentine's, Mother's Day and Labor Day, when buyers are most ready to order.

$910 average revenue per campaign $6,142 from one Mother's Day sequence Best single send: $5,541

Campaign	Sent	Revenue
GG \| New Arrivals	Jun 6	$5,541
GG \| Gift Focus	Mar 21	$4,487
GG \| Gift Sets	Jun 15	$4,235
GG \| Labor Day	Sep 7	$3,624
GG \| Hybrid Text Based	Apr 16	$3,393
GG \| Luxury Experience	Jul 26	$3,325

04

Flows

Built seven core flows covering every stage, including welcome, browse, cart, checkout, after purchase and win back.
Made the post-purchase flow the priority, because caviar gets eaten and reordered. It is now the top earner.
Every flow earns a set amount per person who enters it, so the bigger the volume of traffic and subscribers, the more the flows make.

Abandoned checkout earns $4.98 per recipient Post-purchase earns $7.42 per recipient

Flow	Revenue	Per recipient
Post-Purchase	$13,796	$7.42
Welcome Series	$12,786	$1.76
Abandoned Cart	$12,374	$4.52
Abandoned Checkout	$8,758	$4.98
Customer Winback	$4,702	$3.85
Browse Abandoned	$2,297	$0.79

The results

Email went from nothing to a third of the business

Email revenue by month. The dip in August was a quiet month for the whole store, and email bounced straight back in September.

Email revenue (USD)Average per month

Store revenue, Feb to Sep: $352,649
Klaviyo revenue (email and SMS): $127,572
Email only: $119,075
From campaigns: $72,860
From flows: $54,713
Share of store revenue: 36.2%

Bester Caviar Klaviyo dashboard, March 4 to August 31 2026, showing $100,119.82 attributed revenue, 36.87% of total — Klaviyo, Mar 4 to Aug 31 2026: $100,119.82 attributed, 36.87% of total.

Bester Caviar Mother's Day early bird email showing today vs tomorrow prices for six caviar products — Early Bird, Mother's Day. Sent May 3, $2,917 in revenue.

Example send

A gifting deadline, made easy to act on

This email puts today's price next to next week's price for every product. The reader sees the saving straight away and knows exactly why to order now.

It was the first of a Mother's Day sequence. The "Last Chance" email that closed the same offer added another $3,225.

Food gifting works on dates people can't move. Valentine's, Mother's Day and the holidays give you a reason to email that the customer already cares about.

What this means for a food brand

Why this works for food and drink

People reorder food

Food gets eaten, so the post-purchase flow brings customers back for their next order. For Bester it earns more per recipient than any other email.

The calendar does the selling

Gifting holidays give you a ready-made reason to send. Four of Bester's top six campaigns were built around gifts and new products.

Engaged segments keep you in the inbox

Sending only to people who open let Bester nearly triple campaign volume without landing in spam.

From $0 to 36% of total revenue coming from email marketing