Boomfa Vintage is New Zealand's largest stockist of vintage rugby and rugby league apparel. Founded in 2021, the brand has grown rapidly to serve over 4,000 customers globally, with more than 350 five-star reviews. They're now an official retailer for Classic Sportswear (Super Rugby) and Dynasty Sports (up the Wahs).
Despite having a solid product offering and a growing customer base, Boomfa's Klaviyo account wasn't pulling its weight:
The system existed, but there were clear opportunities that added up to meaningful revenue left behind.
Transform email into a revenue-driving channel that could not only scale with the business, but help the business scale. Audit and rebuild existing flows, create missing automations, implement smart segmentation, improve campaign performance, and most importantly, deliver measurable growth.
We redesigned the sign-up experience and welcome series. The new pop-up achieves a 4.74% opt-in rate, while capturing customer preferences (rugby vs rugby league vs vintage style).
This segmentation allowed us to deliver personalised messaging that matched Boomfa's conversational, rugby-focused brand voice at the exact moment customers were most likely to convert.
The new flow reached 352% more customers, and within 4 months saw a $36,918 revenue increase compared to the previous four months.
Beyond the numbers, the segmentation revealed which customer types drove the most revenue - critical information for planning and business direction. We even uncovered a surprising insight – a segment of high-value customers who weren't interested in rugby at all, just the vintage aesthetic. Without proper segmentation, that insight would've stayed hidden.
Part of optimising the welcome experience meant testing the signup offer itself. We ran three discount variants - $10, $16, and $20 off first purchases - to find which amount actually drove the most revenue (not just conversions). The winner was clear. Now Duncan has a data-backed offer that balances customer acquisition with healthy margins.
We rebuilt the abandoned cart flow with two distinct paths - one for vintage jersey browsers, one for new release browsers.
The result? 4% more customers recovered, with revenue from this flow increasing by 64%.
We created automated sequences that didn't previously exist:
Post-Purchase Flow: A 5-email nurture journey guiding customers from first purchase to loyal repeat buyer.
Browse Abandonment Flow: A 2-email flow capturing high-intent visitors who viewed products, but didn't add to cart. This flow directly recovered 25 purchases over four months.
Review Flow: We revamped the reviews lifecycle by replacing a third-party platform with a native Klaviyo Review Request sequence that captures customer reviews while encouraging repeat purchases, then added a Review Follow-Up flow that targets customers right after they submit a review with a thank-you discount – now one of our top-performing flows, generating $23.53 in revenue per recipient.
We implemented a structured approach: two campaigns per month on top of their weekly Boomfa Bulletin, carefully planned around product launches and seasonal moments.
Campaign results: Reached 50% more people, generating 34% more revenue. Open rates improved by 10% (42.6% → 46.7%) and click rates by 12% (3.3% → 3.7%). Quality content to the right audience kept engagement high, and the audience genuinely interested in hearing from Boomfa.
With rebuilt flows, new automated sequences, and a strategic campaign approach, email has become one of Boomfa's most reliable revenue channels, complementing the outstanding job Duncan does with their content creation.
Total email revenue increased 260.3% in the four months after implementation compared to the four months before, and 260.7% year on year.
Flow revenue increased 234% in the four months after implementation compared to the four months before, with:
Campaign revenue increased 323%, with:
Today, 65.26% of Boomfa’s email revenue comes from automated flows, with campaigns used selectively to support launches, weekly updates and promotions.
What the Founder (Duncan) Said
"Ando has helped my business improve all metrics with his expertise in the Shopify and Klaviyo integration. I really appreciate his help, but more than this he's a great person to work with, bringing innovation and a positive mindset to every meeting."
– Duncan, Founder of Boomfa Vintage
If you have plans for your ecommerce store to grow but your email setup isn't pulling its weight, let's talk. We build email systems that convert, retain, and help you scale.
Get in touch: ando@andosmarketing.com
P.S. If you're spending money on paid ads to drive traffic, you're leaving money on the table if you're not converting that traffic into subscribers. Email lets you re-target them for free instead of constantly paying Meta, Google, and TikTok.
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All numbers reflect performance comparison between April 19 - August 19, 2025 (before Ando’s) and August 19 - December 19, 2025 (after Ando’s).
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