Turning Email Clicks Into Conversions for Anthony’s Goods

Anthony’s Goods was struggling to convert growing email opens into meaningful clicks and revenue. Despite steady improvements in open rates, click-through rates were declining month-over-month, limiting performance. At the same time, high bounce rates were impacting deliverability, making it harder for the brand to reach and convert its audience.

WITHIN launched a full-funnel lifecycle marketing strategy in Klaviyo centered on creative refinement, smarter segmentation, and optimized flows.

For campaigns, subject lines and preheaders were tied to cultural and seasonal moments to boost relevance, while emails were rebuilt with mobile-first layouts featuring stackable modules and dynamic CTAs. Content testing compared product-forward versus recipe-forward formats to identify what resonated most with subscribers.

Flows were redesigned to better guide users through the funnel. The Welcome Flow was updated with stronger creative and clearer storytelling, while the Abandon Cart Flow used urgency-driven copy and personalized product reminders to recover sales.

To improve deliverability, WITHIN suppressed bots and inactive leads, reducing bounce risk. Sends were staggered to prevent fatigue, and content was aligned with timely cultural moments to sustain engagement. Finally, an A/B testing roadmap was introduced to measure the impact of CTA placement, imagery, and layout sequencing.

WITHIN’s strategy transformed Anthony’s Goods’ email program into a high-performing revenue channel. Campaign revenue grew 278% month-over-month, while optimized flows became a key growth driver. The revamped Abandon Cart and Welcome Flows delivered significant lifts in CTR, and bounce rates dropped by over 70%, improving deliverability and long-term performance.