Case Study · Email & SMS Marketing
LiLi Tile Email Marketing Case Study
Three years of email that pulls its weight.
Akoya Creative, a digital marketing agency in Rockland, Maine, has run LiLi Tile's email and SMS marketing in Klaviyo since 2023. Email revenue grew 291% between our first and third full years.
LiLi Tile is a family-owned maker of handmade cement tile, zellige and terrazzo. They sell to homeowners, designers and wholesale trade partners, and most of their customers spend weeks deciding before they buy.
Visit lilitile.com ↗
Year one vs. year three
↑291% Results: 291% more email revenue in three years
Email and SMS now drive about 41% of LiLi Tile's online revenue. We got there while sending fewer campaigns than in year one.
- Revenue from automated flows
- ↑321%
- Orders driven by email
- ↑191%
- Revenue per campaign email
- ↑171%
- Campaign click rate
- ↑75%
- Spam complaints
- ↓87%
The challenge Selling a considered purchase by email
Tile is a considered purchase. People order samples, live with them for a while, talk to their contractor, and come back when the project is ready. A generic "buy now" email program doesn't fit that journey.
When LiLi Tile brought us on in 2023, they wanted a partner who felt like part of their internal team. They needed email that met customers at each step, from first sample to finished install, and that worked alongside the rest of their marketing instead of in its own lane.
How email supports the tile buying journey
-
Browse
Welcome series, browse abandonment
-
Sample
Cart and checkout recovery
-
Full box
Sample-to-box series
-
Install
Sealer upsell, care and install education
-
Next project
Repeat customer and win-back
What we built in Klaviyo
We rebuilt LiLi Tile's Klaviyo account from the ground up and have managed it month to month ever since.
Abandonment flows
New cart, checkout and browse abandonment flows, tested and tuned over time. A small incentive in the cart flow turned it from an underperformer into one of the account's top earners.
Sample to box
A post-sample series that walks customers from a few tiles on their counter to a full order, plus a sealer upsell so new tile gets protected the right way.
Post-purchase education
Zellige and cement tile follow-ups that set expectations about natural variation, care and install, which supports happier customers and better reviews.
Trade and wholesale
Dedicated welcome flows and segments for designers and trade accounts, who buy differently from homeowners and need different messages.
Welcome, repeat and win-back
A welcome series for new subscribers, a repeat customer flow and a win-back flow for past buyers starting their next project.
Segmented campaigns and SMS
A monthly calendar built around bestsellers, new collections and color stories, sent to engaged, interest-based segments. Text messages layered in for launches and sales, used sparingly so they stay welcome.
Email revenue growth, year by year
Nearly 4× the email revenue in three years
Each year built on the last: new flows in year one, sharper segmentation in year two, and fewer, better campaigns in year three.
Why it worked
We treat LiLi Tile's email as part of the business, not a newsletter. That means monthly planning calls with their team, building each calendar around what's selling and what's in stock, and checking the numbers every month to decide what to test next. When something underperforms, we fix it. When something works, we build on it.
A few recent LiLi Tile emails
Scroll inside each phone to see the full email.
Carly is a true email expert. She is quick to create original, unique emails for our brands and always adds value to our marketing efforts. She often goes above & beyond, and we look forward to continue working with her on all our brands.
Want email that earns its place in your marketing?
Let's talk about what your customers need to hear, and when. See all our email marketing services.
Start a conversationResults compare October 2023 to September 2024 with October 2025 to September 2026. Revenue figures are email-attributed revenue as reported in Klaviyo. Last updated October 2026.