Gobi Heat
Heated apparel · DTC · Growth Legend engagement
$1.6M+
email & SMS revenue, one winter season
Platform-attributed · one winter season
Email & SMS revenue in one winter season for a battery-heated apparel brand where the winter window carries the year.
The role
Retention marketing lead
Growth Legend
Practice
Oct 2024 – Present
How this number was made
Platform-attributed- What was counted
- Revenue Klaviyo attributed to email and SMS across the winter season — campaigns and flows together.
- What was not
- Every order Klaviyo did not attribute to a send: direct, paid, organic, wholesale and the marketplace channels. The figure is owned-channel revenue, not the brand’s season.
- The denominator
- Not established. I have never published what share of the season’s DTC revenue this was, and a share is the number that would tell you whether it moved the business. Ask me for it on a call and I will tell you what I can still defend.
- The window
- One winter season. The category concentrates its year roughly October through January, so the window is the business, not a range I chose.
- Who else touched it
- I owned email and SMS, not the P&L. Attributed revenue credits the last touch it can see, so any demand created elsewhere and closed through a send is counted here.
What I owned
Owned email and SMS in Klaviyo — campaign planning, segmentation and coordinated messaging built to capture early demand, convert peak intent and hold engagement through the season.
The mechanism
- BeforeA heated jacket is a one-and-done purchase — vests from $99, parkas to $309, a one-year warranty, and no replenishment cycle underneath it. The file had also been quiet through eight months of warm weather. In this category repeat purchase is not a rate you improve; it is a behaviour you have to build.
- What I changedBuilt the seasonal promotional cadence and the segmentation under it, pre-season through peak, treating the window as a sequence rather than one promo calendar — peak holds two buyers, the one shopping for themselves who responds to cold and the one shopping for someone else who responds to a shipping date. Then launched the new heated-accessory lines to the existing customer base: in a one-and-done category, giving the file a second thing to buy is the only compounding move available.
- AfterEmail and SMS produced $1.6M+ across the season, and the accessory lines gave a jacket buyer a reason to transact a second time.
Want this on your second order?
It runs as one engagement: ninety days on your own account, measured against a holdout.