CASE STUDY
Email Marketing
Picos began working with Subminimal in late 2025 pre Black Friday, to overhaul their Klaviyo email marketing programme. The focus was on rebuilding their automation foundations, introducing a structured campaign cadence, and strengthening list health - creating a channel that could reliably drive revenue at scale while reflecting the precision and minimalism the brand is known for.
The problem
Subminimal had some email infrastructure in place, but performance was not being maximised. Flows were limited and transactional, lacking a consistent design language, and campaigns were sent without a clear calendar. With a highly engaged global audience and a strong product story to tell, there was significant untapped potential in the channel.
The Solution
Picos rebuilt Subminimal's flow ecosystem from the ground up, introducing a full suite of unique automation sequences with a cohesive design language that matched the brand's clean, minimal aesthetic. A structured campaign calendar was implemented alongside pop-up optimisation to strengthen list capture and improve entry-point performance. Deliverability was treated as a priority from the outset - with segmentation and engagement-based targeting used to clean up list health and reduce spam rates, creating a stronger foundation for long-term performance.
The Result
The improvements were both immediate and wide-ranging. Email attributed revenue increased by 305%, driven by stronger automation performance and a more consistent campaign presence. Deliverability improved dramatically - from a score of 49 to 80 - reflecting the structural work done on segmentation and list health. Spam rates dropped by 47%, and new subscriber growth increased by 17.6%, supported by a 323% increase in pop-up conversion from views.
Key Wins:
- 305% increase in email attributed revenue
- 108% increase in flow recipients
- 27% increase in placed order rate
- Deliverability score improved from 49 to 80
- 47% decrease in spam rate
- 323% increase in pop-up conversion from views
- 17.6% increase in new subscribers
