July 2025 - now
Setting up email marketing campaigns for Manhattan Coffee Roasters
Building a comprehensive email marketing system that generated 41.74% of total B2C sales revenue
Email Marketing Case Study
41,74%
Revenue Attribution
+100
New Subscribers/Month
10 000
B2C Email Database
Client
Manhattan Coffee Roasters
Premium specialty coffee roastery based in Rotterdam, the Netherlands
Timeline
July 2025- December 2025
6-month implementation and optimization period
Email Marketing Designer & Strategist
Role
End-to-end strategy, design, and implementation
Platform
Klavio
Email marketing automation platform
One of the company’s major missed opportunities was the lack of proactive email communication with B2C customers. Seeing this gap, I proposed and initiated the development of a structured email marketing system to establish consistent and effective customer communication
Klaviyo was selected as the primary tool for this initiative due to its versatility, supporting both manual campaign creation and automated marketing flows. The project began with ensuring that the company’s brand identity was fully and accurately implemented within the Klaviyo environment, creating a solid foundation for all future communications
The Challenge
Manhattan Coffee Roasters had a growing B2C customer base of around 10,000 email subscribers but was completely missing out on email marketing opportunities. There was no systematic approach to customer engagement, product launches, or cart recovery
Key Challenges
No brand identity or design assets set up in the email platform
Zero automated email flows for customer engagement
No lead capture strategy on the website
Missing revenue from abandoned carts and inactive customers
Setting up brand identity in Klaviyo environment
The Process
1.Brand Identity Setup
Started with taking care that all company identity is properly set in Klaviyo environment. This included setting up brand colors, fonts, logos, buttons, and creating reusable design assets for future email campaigns
Design System Elements
3 custom fonts configured + 1 websafe font
Primary color palette with gold accent
Reusable button styles
Brand logos and assets
2.Universal Content Blocks
Created reusable email template blocks that maintain consistent visual language across all campaigns. This approach allowed for quick campaign creation while ensuring brand consistency
3. Four Main Marketing Priorities
Engaging existing customers through a weekly newsletter featuring company updates and driving traffic back to the website
Weekly Newsletter
Working with existing client base of around 10,000 B2C emails, I defined 4 main priorities:
Informing potential and new customers about the company’s products and offerings
New Clients
Re-engaging potential customers through abandoned cart communications
Abandoned Carts
Encouraging repeat purchases and long-term customer retention
Return Clients
Here is how I worked with each of these segments
The main goal of our weekly newsletter is to keep it engaging while informing our clients about new products and general updates in company life. We strive to maintain a human tone of voice and avoid overwhelming clients with aggressive sales tactics. Each email campaign is curated in collaboration with the team and designed to reflect a consistent visual language, with some variations based on the context of each email and the company's current sales priorities
Weekly Newsletter
New Clients
Two lead capture forms have been developed to effectively gather information from visitors on the main website and to attract leads from social media platforms. The first form is designed as a pop-up, while the second is an embedded form, each tailored to enhance user engagement and capture leads efficiently
Welcome series flow
An automated email flow has been established to introduce the company's product range and address common queries from new clients. This initiative aims to streamline communication and provide essential information efficiently
Abandoned Carts
The native integration of WooCommerce has streamlined the process of managing abandoned carts, enabling the setup of an automated email flow to recover lost sales efficiently
Return Clients
Returning clients can be effectively managed through an email flow that guides their experience. Additionally, offering incentives in the form of dynamic, personalized promo codes at one of the final steps can enhance client engagement and encourage repeat business
The Results
The implementation of a new communication system with clients has led to a steady increase in the subscriber base, averaging an addition of 100 new subscribers per month, along with a rise in revenue
In August 2025, which marked the first full month of the email marketing initiative, attributed revenue accounted for 21.3% of total B2C sales. This revenue peaked in November, driven by a successful Black Friday promotional campaign, reaching 54.93%. By December, attributed revenue settled at 41.74%.
It is noteworthy that 84% of the attributed revenue in December originated from manual campaigns, while automated email flows contributed 16%
Key Learnings
Human Touch Matters
Maintaining a human tone and avoiding aggressive sales tactics resulted in higher engagement and sustained customer relationships
Automation + Manual Balance
The combination of automated flows (16%) and manual campaigns (84%) created a comprehensive customer engagement strategy
Brand Consistency
Setting up a proper design system from the start ensured all communications felt cohesive and professional
Strategic Segmentation
Targeting four distinct customer segments (newsletter subscribers, new leads, abandoned carts, and returning customers) maximized revenue potential