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Fenix Lighting

The Campaign Engine that Took Fenix From 23% → 71% Owned Revenue on Shopify

Fenix Store case study showing how email, SMS, and web push grew owned revenue on Shopify to 71 percent

71%

Owned-channel share (SMS + email + push, up from 23%)

+288%

Boost in flow revenue share in 60 days

+5.4 points

Returning customer rate lift (28.2%→33.6%)

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The Story

When Fenix Store came to us, they were stuck where most DTC brands plateau:

  • Email marketing revenue share: 23%
  • Open rate: Around 30%
  • Email cadence: Only 4-6 campaigns per month
  • Channels: Email only
  • Content strategy: Pure promotion, announcements, product launches
  • Segmentation: Basic flows (welcome, browse abandonment, cart recovery)

The Problem

They had foundational flows set up but were leaving massive revenue on the table with their campaign strategy and missing channels entirely.

Plus, they were migrating from BigCommerce to Shopify and needed seamless Klaviyo integration without losing any data or momentum.

The Goal

Their goal was simple but ambitious: transform Fenix from a basic email operation into an owned-channel revenue machine.

 

We weren’t just trying to optimize what existed – we wanted to build what was missing.

 

The target was to push owned revenue well beyond 50% by creating a true omnichannel experience that would capture customers at every touchpoint, automate their entire lifecycle, and turn their marketing from a cost center into their primary revenue driver.

 

When we hit 71% owned revenue by April 2023, we knew we hadn’t just met their goals – we’d completely redefined what was possible for their business.

Fenix Lighting in action

Our Strategic Framework: The 3-Phase Transformation

Phase 1: Omnichannel Foundation (Months 1-2)

Our Philosophy: Don’t just optimize what exists, build what’s missing.

 

What we actually built:

 

SMS Strategy (Klaviyo):

    • Complete campaign calendar aligned with email

    • SMS flows covering entire customer journey

    • Segmentation strategy for SMS vs. email preferences

Holiday SMS opt-in popup on Fenix Store offering exclusive deals and updates with phone number field.

Web Push Implementation (Pushowl):

    • Browser notification flows for cart abandonment

    • Back-in-stock alerts for high-demand products

    • Campaign notifications for immediate engagement

 

Platform Migration Management:

    • Created comprehensive Shopify migration checklist

    • Rebuilt all flows with Shopify’s data structure

    • Ensured zero data loss during transition

Holiday email sign-up popup for flashlight giveaway with first name and email fields.
Phase 2: Campaign Revolution (Advanced Segmentation & Content)

Our Approach: Transform from promotional broadcaster to customer lifecycle manager.

 

The Segmentation Overhaul: We completely rebuilt their targeting strategy around behavior and engagement:

 

  • Engagement-based segments: Last XXX days activity
  • VIP Customers: Based on purchasing behavior and product interest
  • Product Interest Groups: Specific flashlight collections
  • Re-engagement Opportunities: Prior purchasers with no recent orders

 

The Content Strategy Revolution:

 

  • Before: 4-6 promotional emails per month
  • After: 3-4 strategic emails per week

 

Our Strategic Content Mix:

 

  • Single Product Upsells (SPU)
  • Multiple Product Upsells (MPU)
  • Educational content and social proof
  • Product launch sequences (teaser, launch, follow-up)

 

A/B Testing System We Implemented: Every campaign tested multiple elements:

 

  • Send time optimization
  • Subject line variations
  • Sender name testing
  • Copy length experiments
  • Custom graphics vs. Klaviyo dynamic blocks

 

List Management Strategy:

 

  • Identified and excluded unengaged subscribers to improve deliverability
  • Implemented re-engagement campaigns before BFCM
  • Used text-based retargeting for major events
  • Retargeted non-openers with different subject lines
Phase 3: Automation Mastery (Flow Optimization & Expansion)

Our Goal: Capture revenue at every customer touchpoint automatically.

 

Existing Flow Optimization: Extended and optimized their top revenue-generating flows:

 

  • Welcome series (NCA)
  • Browse abandonment (BR)
  • Cart recovery (CR)

 

6 New Flows We Built:

 

  1. Cross-sell Flow
  2. High Value VIP Customers Flow
  3. Yotpo Loyalty Program Welcome Flow
  4. Yotpo Tier Earned Flow
  5. Yotpo Redemption Created Flow
  6. Yotpo Redemption Reminder Flow

Ready to get started?

Let’s discuss how we can help your eCommerce business thrive! Book a call today to discover the power of lifecycle and retention marketing for long-term growth.
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  • Other Chronos Case Studies: eCommerce Growth Success Stories, Electronics

The Results

71%

Owned-channel share (SMS + email + push, up from 23%)

+288%

Boost in flow revenue share in 60 days

+5.4 points

Returning customer rate lift (28.2%→33.6%)

The Big Win

Combined Email + SMS + Web Push generated 71% of total store revenue – an all-time high.

 

Performance Transformation:

 

  • Email Open Rate: 30% → consistently over 50%
  • SMS Click Rate: 56% all-time high
  • Klaviyo Deliverability: Maintained 80/100 score
  • Flow Revenue Share: +288% increase within 60 days
  • Returning Customer Rate: 28.2% → 33.6% over 6 months

 

Customer Engagement Metrics:

  • Mobile Pop-up Submission: 4.30% in last 90 days
  • Cart Recovery Rate: 18.2% in last 30 days
  • BFCM Lead Capture Form: 8.02% submission rate (holiday flashlight giveaway contest)

"Professional and knowledgeable in all matters related to email and SMS marketing - from copywriting to graphic work to technical setup and maintenance. Chronos Agency has a knowledgeable and experienced team that can handle it all."
Executive
Fenix Light Store LLC

Why This Approach Worked

  • Systematic Integration, Not Channel Addition
    SMS is never an afterthought. We built it as part of a unified customer experience from day one.
  • Advanced Segmentation Strategy
    Instead of basic demographic targeting, we segmented based on actual engagement behavior and purchase patterns.
  • Lifecycle Focus
    Instead of just acquisition campaigns, we built systems to maximize every customer relationship over time through proper automation.
  • Technical Excellence
    The seamless platform migration and integration setup provided the foundation for everything else to work properly.
  • Content Strategy Over Campaign Blasting
    We didn't just increase email frequency - we created strategic content that served different purposes in the customer journey.

FAQ

Q1. How exactly is the 71% owned‑channel share calculated?

 

Email + SMS + web push orders as reported by each platform’s default conversion window (e.g., Klaviyo “Placed Order” revenue, PushOwl revenue reports). We did not override attribution windows. Paid/organic last‑click is excluded. We also include an indexed total revenue chart to confirm that share gains tracked with healthy topline.

 

Q2. Is a 56% SMS CTR realistic?

 

Yes for a narrow, engaged cohort and a short, high‑intent send—measured as unique clicks / delivered. We publish the cohort N and timeframe next to the stat.

 

Q3. Does higher cadence hurt deliverability?

 

Not when it’s segment‑based + relevance‑led with suppression of non‑engagers and complaint monitors. Our complaint and bounce rates stayed within inbox‑safe ranges.

 

Q4. How do you avoid channel cannibalization?

 

Rules of engagement: SMS only on high‑intent sends; push for timely moments; email does the heavy lifting. We monitor incremental lift and suppress overlaps.

 

Q5. What are the migration risks?

 

Data parity, consent flags, and flow trigger mismatches. We run shadow sends and QA commerce events end‑to‑end before switching primary traffic.