Helping Baker Baking Company Capture Demand and Drive a 100% Increase in Email Conversions
Scaling Email Campaigns & Lifecycle Flows
The Challenge
Baker Baking Company is the brand behind Elevate Protein Flour, a two-ingredient, patent-pending flour alternative designed to replace all-purpose flour while delivering more protein, fewer calories, and no net carbs. As the brand gained traction, there was an opportunity to build a stronger owned marketing channel around that momentum.
The priority was to establish a consistent email program that could educate customers on a relatively new product category, show the versatility of Elevate across recipes and use cases, and convert growing interest into repeatable direct-to-consumer sales.
Rather than relying on one-off sends, the goal was to create a coordinated Klaviyo program across campaigns and automated flows.
Pop Ups and Flows
Our Approach
1. Built a consistent campaign engine
We established a regular campaign cadence focused on product education, recipes, use cases, and conversion-focused messaging. Because Elevate is a differentiated product, the campaign strategy needed to explain the product as much as it sold it.
2. Used education to reduce purchase friction
Messaging focused on how Elevate works as a 1:1 flour substitute, what customers can make with it, and why its nutritional profile is different from conventional flour. That educational layer helped turn curiosity into clearer purchase intent.
3. Built lifecycle flows to capture demand automatically
We implemented automated email flows designed to convert subscribers and site visitors without requiring every sale to come from a scheduled campaign. The flows created an always-on layer of lifecycle marketing around the growing audience.
4.Balanced campaigns and flows
The program was structured so campaigns could create spikes in demand while flows continued converting customers in the background. That balance gave Baker Baking Company both an active promotional engine and an automated lifecycle engine.
5.Established a deliverability baseline for future scale
July represented a major increase in email activity versus the previous period. With that expansion came a clear next phase: continue growing reach while improving bounce, spam, and unsubscribe performance as the list matures.
The Results
In July, Baker Baking Company moved from limited prior-period activity to a much more active Klaviyo program. Attributed conversions, campaign reach, flow reach, engagement, and placed orders all increased by more than 999% versus the previous period.
Campaign Performance
Campaign recipients increased by more than 999% compared with the previous period. Campaign emails achieved a 35.64% open rate, 2.53% click rate, and 0.26% placed order rate. Each of those engagement and conversion metrics also increased by more than 999% versus the previous period.
Lifecycle Flow Performance
Flow recipients also increased by more than 999%. Automated emails achieved a 39.84% open rate, 5.06% click rate, and 2.43% placed order rate. Flows accounted for 37% of Klaviyo-attributed conversions, creating a meaningful always-on contribution alongside campaign activity.
Deliverability & Next-Stage
The jump in sending volume established a much larger owned-channel footprint, but it also surfaced the next optimization opportunity. Bounce rate, spam rate, and unsubscribe rate each increased materially versus the very low prior-period baseline. The next phase is focused on tightening segmentation, improving list hygiene, and scaling engagement without sacrificing deliverability.
Performance Snapshot
| Area | Metric | Year to Date |
|---|---|---|
| Overall | conversions vs. prior period | >999% |
| Campaigns | Email open rate | 35.64% |
| Campaigns | Email click rate | 2.53% |
| Campaigns | Conversion rate | 0.26% |
| Flows | Email click rate | 5.06% |
| Flows | Conversion rate | 2.43% |
| Flows | Open rate | 39.84% |
| Deliverability | Bounce rate | 0.49% |
| Deliverability | Spam complaint rate | 0.04% |
| Deliverability | Unsubscribe rate | 0.49% |
Key takeaway: Baker Baking Company quickly established both campaigns and lifecycle flows as meaningful conversion channels. The next opportunity is to preserve that momentum while improving deliverability as sending volume scales.
The Outcome
Baker Baking Company went from limited prior-period Klaviyo activity to a functioning owned-channel growth engine with both campaigns and flows contributing to conversion.
The early results show strong engagement with the brand's educational and product-focused messaging, particularly within automated flows. With the foundation in place, the next phase is about improving segmentation, list quality, and retention while continuing to use recipes, education, and product storytelling to drive demand.
