“Revamp gave us a low-lift way to test one of the newest AI personalization tools on the market. Their team was extremely hands-on and made setup seamless. We saw the most impact in browse abandonment, with improvements in revenue and revenue per send. It was especially interesting to see how incorporating signals like location and preferences can influence conversion. Definitely an exciting space to watch.”
Context
Fellow is one of the most respected names in specialty coffee hardware, makers of the Stagg EKG kettle, the Aiden Precision brewer, the Ode grinder, and the pre-order Espresso Series 1. Their customers are enthusiasts who spend months researching before they buy.
But Fellow's lifecycle program didn't sound like them. Generic browse and checkout emails were going out to every customer regardless of what they'd browsed, what they already owned, or where they lived. That's where Revamp came in.
The Challenge
Fellow makes gear that specialty coffee drinkers spend months researching: Stagg EKG kettles, the Aiden Precision brewer, the new Espresso Series 1. Thousands browsed that catalog every week, and every one of them got the same templated follow-up when they drifted off.
Fellow's lifecycle team wanted emails that sounded like a barista who knew your order, without adding a content ops function or a line to engineering's roadmap.
The Solution
Revamp cloned Fellow's browse and checkout flows, trained on the full product catalog and Fellow's brand voice, and launched inside the Klaviyo stack the team already ran. Every send pointed at a real product. Every generation pulled in live signals like city weather and registered gear. Fellow's engineers never opened a ticket.
Two Personalized Flows Deployed:
- Browse Abandonment, +70%: Every send pulled in the viewed product, the category, and everything Revamp knew about the customer. Stagg EKG browsers got kettle-specific copy. Espresso Series 1 browsers got barista framing.
- Abandoned Checkout, +60%: Cart emails called out the exact SKU left behind and layered in whichever active promo was running. No manual coordination. Every send stayed on brand.
Before vs. After
Before Revamp (generic): "Still thinking about it? Free shipping on coffee essentials. Your next brew upgrade is waiting. Explore our best sellers and unlock free shipping on orders over $75. Shop Now."
After Revamp (AI personalized): "Your Espresso Series 1 pre-order is waiting. Imagine Venice sunshine streaming through the window as you dial in your first shot on the Espresso Series 1. From lazy Sunday experiments to weekday pulls before the commute, barista quality, right on your counter."
Tech Stack: Revamp AI (AI Personalization Engine) · Klaviyo (Email Orchestration) · Black Crow AI (Predictive Segmentation) · Shopify (Ecommerce Platform).
The Impact
Fellow's Revamp-powered flows beat their prior program across the board. Browse revenue was up 70%. Checkout revenue was up 60%. All of it inside the Klaviyo stack the lifecycle team already owned.
Smart Send dropped the lowest-intent recipients from every blast, so total volume went down while revenue per recipient went up. Fellow's lifecycle team took on zero additional creative or engineering work through the engagement.
Conclusion
Fellow proved the playbook: a premium brand can get truly personalized lifecycle email without rebuilding its stack or growing its team. The Klaviyo flows the team already ran became the surface for real one-to-one copy, and the only thing that changed was the revenue line.
Your Turn
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