Love by Emi
A beloved Australian baby brand specialising in white noise plush toys and newborn sleep companions, known for helping parents achieve better nights through thoughtfully designed comforters with built-in sound machines.
Brand Overview
Brand
Love by Emi
Industry
Baby & Newborn Products
Subscribers
32K
Duration
5 months
+218%
Flow Revenue Growth in 5 months
Goals
Grow their subscriber list beyond existing parent communities
Convert first-time visitors browsing sleep products into buyers
Increase repeat purchases from parents buying for new siblings or as gifts
Re-engage lapsed customers after the newborn phase
The Challenge
Love by Emi had a growing audience of Australian parents but relied almost entirely on organic social media to drive sales. Their Klaviyo account had only a basic welcome email in place with no abandoned cart recovery, no post-purchase sequence, and no strategy to turn one-time buyers into loyal repeat customers.
Our Solution
We built a full lifecycle email and SMS strategy tailored to the emotional journey of new parents. This included a nurturing welcome series that educated subscribers on the science behind white noise, a multi-step abandoned cart flow with social proof, a post-purchase series focused on product usage and safety tips, and a gift occasion flow timed around baby showers and birthdays. In total, we deployed 9 new automated flows alongside a consistent campaign calendar.
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Key Results
+218%
Flow Revenue
+41%
Repeat Purchase Rate
+$38
Customer LTV
7 weeks
Time to ROI
Working with this team completely changed how we think about email. We went from one basic welcome email to a full system that works around the clock. The flows feel personal and on-brand, and the results speak for themselves.
Sarah M.
Founder, Love by EmiMore Details
We built the strategy around the natural lifecycle of a new parent, mapping content and offers to key milestones such as the newborn stage, the three-month sleep regression, and the toddler transition. Our post-purchase education series reduced return enquiries while increasing confidence in the product, leading to stronger reviews and more word-of-mouth referrals. The abandoned cart flow alone recovered over $11K in its first month, and the gift occasion sequence drove a significant spike in sales during the Mother's Day and Christmas periods.