CASE STUDY / SAATCHI ART
From dead emails to $315K+ in 90 days
Saatchi Art is an online gallery for original art, known for one-of-a-kind paintings, sculpture, and photography from emerging artists. Behind the brand, the email was falling behind. It still ran on Zeta, an aging platform that was hard to use and harder to pull data from, with flows that weren't built around how people actually buy art. FlowCandy migrated them onto Klaviyo and rebuilt the whole program from the ground up, then handed it back for their team to run.
$315K+
Flow revenue, Jan to March 2026
17
Flows built and reworked
13
Transactional emails built
INDUSTRY
Art & ecommerce
TIMEFRAME
6 months, migration to handover
FLOWS BUILT & REWORKED
17
FLOWCANDY ' S ROLE
“[Placeholder — two to three sentences from the client on what the rebuild changed and what it's like running the system in- house.]”
Niki Sawyer
[Title], Edie Parker
THE CHALLENGE
A strong brand held back by its email
Stuck on Zeta
Their whole program ran on Zeta, a platform that was hard to use and harder to pull data from. Reporting was a fight, and every new build meant working around the tool. Nothing about the setup was built to scale a retention program.
Flows that ignored how people buy art
Buying original art is a considered, high-value decision, often made over weeks, and the flows didn't reflect that. Welcome delays dragged on so long that subscribers had cooled off by the time emails landed. Open rates were low, and there was no real path from browsing to a first purchase.
A design system held together by hand
Emails were built in a mix of outdated tools, with no shared system behind them. Every send started close to scratch, which made the program slow to run and hard to keep on-brand. There was no fast, repeatable way to get a good-looking email out the door.
THE GOALS
Rebuild the flows around how people buy art
GOAL #1
Migrate the entire program off Zeta and onto Klaviyo, contacts and engagement data intact.
GOAL #2
Map the customer journey and rebuild the flows around real buying behaviour, then give every send a design system to run on.
GOAL #3
Warm the sending infrastructure and hand the whole system back for Saatchi Art's team to run in-house.
THE APPROACH
Mapped the journey, rebuilt every flow
We started by moving the entire account off Zeta and onto Klaviyo, contacts and engagement data intact, with the developer work to wire it into their custom store. Then, we mapped the full customer journey, from first site visit to repeat collector, and gave every flow a clear job tied to a real behaviour.
From there, we reworked the core flows and added the ones that were missing: a welcome series split by how someone signed up, abandonment flows that treat a first-time prospect differently from an existing collector, and browse, post-purchase, winback, price-drop, and new-arrivals flows to carry people from one purchase to the next. Every flow was built on a new Email Design System, designed in Figma and saved as drag-and-drop blocks in Klaviyo, so each send stayed on-brand and the team could build fast without starting over. We warmed the sending infrastructure for 2026, then trained Saatchi Art's team and handed the whole system back.
Emails Built
A few of the flows as subscribers received them, built on Saatchi Art's Email Design System.
THE RESULTS
The results, one quarter in
$315K+ in flow revenue
from the flows we built, over the first quarter live.
Flow click rate more than doubled
from 3.2% to over 7% as the new flows matured.
Off Zeta and onto Klaviyo
the full program migrated, contacts and engagement data intact.
17 flows live on Klaviyo
migrated off Zeta and rebuilt around real buying behaviour.
A custom Email Design System
built in Figma and Klaviyo for the team to run in-house.
RESOURCES
Level Up
Saatchi Art came to us at Level 1, migrating off an old platform with flows that weren't built to scale. They left on Klaviyo with a full flow architecture, a working design system, and a team trained to run it. See where your account stands.
Journey Map
Every flow we built for Saatchi Art maps back to a real customer behaviour, laid out in one place so the next opportunity is always clear. See how a journey map makes the next move obvious.
Email Design System
Saatchi Art's Email Design System keeps every send on-brand and lets their team build new flows and campaigns without starting from scratch. See how an EDS makes retention faster to run.
NEXT CASE STUDY
ONE
Campaign revenue grew 6x in 90 days.
Want results like this?
