.png)
project overview
Paper & Tea
Paper & Tea (P&T) approached Magnet Monster to rebuild their Klaviyo flow setup from the ground up across email and WhatsApp. With too few first-time buyers coming back for a second order, our mission was clear: close the gap between the first and second purchase, bring the core revenue-driving flows up to standard and rebuild the automations behind the P&T Club rewards relaunch.
RESULTS
Flows Now Drive 24% of Revenue
In the first full month after launch, flows went from 6% to 24% of email-addressable revenue. Against the same month the previous year:
- 4x the share of revenue from flows
- 5.5x flow revenue and 9x flow orders
- 8x post-purchase revenue
- 3x abandonment revenue
- +72% welcome flow click rate
- 68% of flow revenue from the newly created P&T Club flows
.svg)
"Magnet Monster didn't just rebuild our flows, they helped us find our voice. Working with the team has been a genuine pleasure from day one, and their Figma design system is honestly fun to work with. We now build new emails in-house in a fraction of the time, and our flows are pulling their weight. We're really happy with the results, and it's great to see all the flows performing so well right as our peak season kicks off. Perfect timing, since this is when our main seasonal business really gets going."
90-Day Post-Purchase Journey
One review email became a nine-step journey built around how customers actually drink tea: brewing guides split by matcha and loose leaf, a gift from P&T at two weeks, category discovery, a refill reminder timed to the bottom of the tin and free shipping on the second order.
Post-purchase revenue is up 8x on the flow it replaced.
.png)
Bounce-Back Accessory Upsell
Sent five minutes after the first order to customers who bought tea without the kit to enjoy it, with a time-limited saving on kettles, bowls and teapots.
.png)
Four-Part Welcome Flow
One welcome email became four: a welcome gift, a guide to finding the right tea, what other tea drinkers say alongside the points you earn before your first order, and a last reminder before the gift expires.
Click rate per email is up 72% on the flow it replaced.
Three-Tier Abandonment Flows
P&T had one checkout email and nothing else. We built collection, cart and checkout abandonment, each matched to the customer's intent: editorial and offer-free at the top, social proof in the middle, a direct route back to checkout and a help email at the bottom.
Three times the recovered revenue, with no countdown timers in sight.
.png)
WhatsApp Orchestration
We connected Klaviyo to Chatarmin so WhatsApp runs on the same flow logic as email across checkout abandonment, browse abandonment and the Club welcome.
Every message is consent-gated and never lands on the same day as a hero email.
.png)
P&T Club Rewards Flows
To support the August relaunch of the P&T Club, we built the full set of loyalty rewards automations:
member welcome, reward available, reward redeemed, monthly points update, points expiring, birthday, guest checkout and at-risk winback, each pulling the live points balance into the email.
In their first full month, Club flows drove 68% of all flow revenue.
.png)
Scalable Design System
Eight modular Figma components, from the hero module to the Club points block, so the P&T team can build campaigns and new flow emails in-house.
Every touchpoint shipped in English and German as separate, language-routed flows.
Find Us On:
.svg)
Join a Newsletter worth reading.
