Beats in the Inbox:
Music Emails that Convert
64%
Increase in Annual Email/SMS Revenue
3.2x
Increase in Abandoned Cart Revenue
173%
Boost in Click Rate
When Lofi Girl came to Flypost, they had millions of YouTube subscribers but almost zero email marketing infrastructure — no automations, no campaign strategy, and no abandoned cart recovery. As an ecommerce email marketing agency specializing in Klaviyo, we built their entire email and SMS program from scratch, turning a massive audience into a revenue-generating machine. Here's how we helped Lofi Girl generate over $130K in Klaviyo-attributed revenue and increase annual email/SMS revenue by 64%.
Lofi Girl, a popular French record label and Youtube channel, known for its iconic study music live streams, has carved out a unique niche in the world of lo-fi hip hop. Previously relying on a very bare email/sms marketing strategy with no clear automation or campaign plan, the brand sought to increase engagement and revenue while keeping its distinct aesthetic. With a range of products and a streaming platform integration, the challenge was to establish touchpoints that would drive sales and retention. Flypost implemented custom automations, optimized abandoned cart recovery, and developed targeted campaigns, resulting in significant revenue growth and a boost in customer interaction.
The Challenge
Lofi Girl was initially using a basic email provider with no campaign or automation strategy in place. With a variety of merchandise ranging from $15 to $150, it was crucial to establish multiple touchpoints and implement retention strategies such as ongoing campaigns and abandoned cart recovery. Additionally, Lofi Girl utilized a unique integration for their streaming services, requiring custom coding within Klaviyo to synchronize data and streamline communications.
Lofi Girl lacked a lead generation strategy and needed expert guidance to expand their email list. They did not have the appropriate Shopify setup or any signup forms on their site to facilitate list growth.
Given that Lofi Girl's products and services are not typically impulse purchases, ensuring frequent and meaningful touchpoints was essential. Maintaining the brand’s distinct aesthetic and voice throughout the strategy was also a priority.
The Solution
The first major win was developing a 4-email custom abandoned cart series using Klaviyo integrated with Lofi Girl's streaming platform. We A/B tested email layouts and optimized for peak periods like exam seasons and Black Friday/Cyber Monday. This strategy proved effective, generating over $44K+ since implementation.
A notable revenue boost came from the Welcome Series flow, which targeted users who had shown interest by opting into a sign up form. This flow has generated $30K+ since its launch. In 2024, these email automation flows collectively generated $130K.
In addition to automations, sending targeted campaigns to the right segments allowed Lofi Girl to communicate effectively with their audience. Through product promotions, new releases, blog articles, and inspirational content, the brand generated $70K from campaigns alone last year.
“Flypost transformed our merch and vinyl sales – seamless, effective, and on-brand!”
Alex, Marketing Director at Lofi Girl
Ready for a taste of email marketing success?
If you have any questions, reach out to: dwight@flypost.agency
Frequently Asked Questions
How did Flypost increase Lofi Girl's email revenue by 64%?
We built a complete Klaviyo email and SMS program including automated flows (welcome series, abandoned cart, post-purchase, and winback), segmented campaign strategy, and custom integrations with their streaming platform. The abandoned cart recovery flow alone generated a 3.2x increase in recovered revenue.
What platforms did Flypost use for Lofi Girl's email marketing?
We migrated Lofi Girl to Klaviyo for email and SMS marketing, integrated with their Shopify store, and built custom code within Klaviyo to synchronize data from their streaming platform — ensuring every customer touchpoint was captured and automated.
Can Flypost help brands with no existing email strategy?
Absolutely. Lofi Girl had no email list growth strategy, no signup forms, and no automations when we started. We built everything from the ground up — lead generation, flows, campaigns, and reporting. Take the Email Marketing Fit Check to see if your brand is in a similar position.
Related Resources
→ Explore Flypost's email marketing services
→ Learn about our email automation approach
→ Calculate your brand's email revenue potential
→ See how we grew a DTC apparel brand's email revenue