Equidae Botanicals is an Australian owned and operated family business specialising in equine nutrition, health and grooming products. They sell to a knowledgeable and loyal customer base – horse owners who care a great deal about what goes into and onto their animals, and who buy on trust rather than impulse.
Equidae engaged Atlas for end-to-end Klaviyo. The immediate need was technical: email deliverability had deteriorated to the point where performance couldn't be read properly. The larger goal was commercial – build a retention programme that grew bottom-line margin rather than just top-line revenue, and that could hold its own through the busiest, noisiest trading period of the year.
Three problems compounded one another. Deliverability was being severely undermined by the absence of a branded sending domain, no engagement segmentation and no list hygiene — meaning even strong email wasn't reliably landing. Revenue was being propped up by constant discounting, which moved top-line numbers while quietly eroding margin and brand value. And the flow programme was thin: key flows missing entirely, existing ones lacking depth and testing. Fixing any one of the three in isolation wouldn't have held.
Our Strategy and Retention Marketing teams worked in unison across campaign strategy and management, flow optimisation, advanced segmentation, deliverability and continuous A/B testing. Deliverability came first — there's no value in improving creative that lands in spam. From there we reshaped the commercial approach, moving Equidae off permanent discounting and towards margin-led trading without losing customer engagement. A tailor-made strategy was then built for BFCM, designed to maximise margin through the most competitive weeks of the retail year.
A deliverability strategy was put in place immediately, addressing sending reputation, engagement segmentation and list health. High-impact flows were built and shipped quickly, existing flows were deepened, and continuous A/B testing was set running to drive incremental improvement.
We worked across the wider ecosystem too, migrating the review app and integrating it with Klaviyo to lift AOV and LTV. Campaigns moved onto a rolling, planned calendar with key trading activations designed, built, QA'd, approved and scheduled in advance. BFCM 2024 became the standout: the biggest sales month in the company's history.
