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Case study

ClearO2

Canned supplemental oxygen

ClearO2 sells canned supplemental oxygen. We took over their email in February 2025 and moved them to Klaviyo that October.

monthly revenue from returning customers
+98%
new customers placing a second order within a year
+24%
lifetime value of a new customer in their first year
+28%

Before we started

Most of ClearO2's sales came from a loyal core of repeat customers. Very few new customers were joining it: about 1 in 7 came back for a second order within a year.

Email wasn't doing much to change that. Campaigns went out two or three times a month, and only two flows were live, a welcome and a post-purchase. Everyone got the same emails, whatever they'd bought ClearO2 for.

campaigns a month
2 to 3
flows live, a welcome and a post-purchase
2
new customers ordered again within a year
1 in 7

What we did

We ran their email on the old platform for eight months, then moved everything to Klaviyo in October 2025 and rebuilt it around why people buy ClearO2.

  • A different welcome for each type of customer

    ClearO2's customers buy it for one of three reasons: energy, focus and calm, or their skin. The pop-up asks which, and the answer decides the welcome series, so someone buying for their skin gets emails about skin from day one.

  • Moving to Klaviyo

    We brought 5,540 subscribers across, rebuilt the account from scratch and added new sign-up pop-ups. They've brought in about 17,000 more subscribers since.

  • The rest of the journey

    Browse, cart and checkout reminders, post-purchase emails, a win-back and a review request: 14 flows in all.

  • Getting into the inbox

    We set the sending domain up properly and warmed it up gradually after the move, rather than emailing the whole list on day one. Sends have gone out on a steady schedule since, which kept bounces, complaints and unsubscribes falling even with three times as many campaigns going out.

  • A cleaner design

    We redesigned the emails around ClearO2's look, with a short headline up top and the same product section at the bottom of each one, so buying is always a tap away.

  • Emails worth opening

    Most campaigns give people something useful before asking for a sale: habits for a reset, how oxygen fits into a skincare routine, reviews from other customers. Discounts are kept for a handful of dates in the year.

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What changed

  • +98%

    monthly revenue from returning customers

  • +24%

    new customers placing a second order within a year

  • +28%

    lifetime value of a new customer in their first year

  • +471%

    monthly email revenue

  • +200%

    email subscribers after a year on Klaviyo

  • +30%

    pop-up sign-up rate in our first month

  • −60%

    bounces and spam complaints per email, with unsubscribes down 25%, while sending three times as many campaigns

In Bruno's words

I've had no bad experiences with Louis at all in the time that I've spent with him, and I have had many, many, many bad experiences with other agencies.

Bruno MustoneFounder, ClearO2

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