PerfectTed Case Study

PerfectTed: Energising Email Design to Match-a Bold, Feel-Good Brand

THE CLIENT

Founded with a mission to offer clean, jitter-free energy, PerfectTed was born when co-founder Marisa struggled to find a natural alternative to the anxiety-inducing coffee and energy drinks on the market. Today, the brand is at the forefront of the matcha movement, bringing its feel-good drinks to shelves across markets and into the hands of an audience that loves the taste, embraces the energy, and aligns with the matcha ethos.

But while their visual identity is bold and refreshing on pack, on socials and on shelf, their email design was telling a different story. That’s where Get Better came in. To elevate the CRM experience and bring the PerfectTed feel to inboxes.

THE CHALLENGE

Prior to working with Get Better, PerfectTed had been managing their Klaviyo account via an external agency, but it lacked cohesion and optimisation. Flows were underperforming, campaign performance was inconsistent, and design work didn’t reflect the excitement, energy and vibrancy of the brand.

The team had ambitious goals to:

Develop the Klaviyo channel
Match the energy and feel of their brand in every email
Launch new product lines with a bang
Improve engagement through segmentation and testing
Build a system that could develop and scale long-term

They needed a partner to take creative, strategic, and technical ownership, while acting as a true extension of the PerfectTed team.

THE SOLUTION

1. Elevating Design to Reflect the Brand

From the start, our key focus was bringing PerfectTed’s CRM experience in line with their brand. We rebuilt their entire suite of email templates, from campaign layouts to automated flows, creating options that felt as fun, fresh, and functional as their packaging.

Our design-led improvements included:

Removing cluttered, outdated headers in favour of sleek, branded layouts
Introducing mobile-optimised, image-led modules with clear CTA hierarchy
Incorporating stickers, social overlays, and playful iconography to echo the brand voice
Using web-safe fonts that matched their signature typography without sacrificing deliverability
Condensing footers and adding Instagram feeds to boost community feel
Building multiple template variants with and without navigation links to test what worked best

Importantly, we made dynamic elements clearer, such as highlighting subscription-specific discounts and differentiating these from general promotions, ensuring customers knew exactly what was redeemable.

2. Rebuilding & Expanding Key Flows

We worked through the phased, detailed audit carried out by the Get Better technical team to rebuild flows, prioritising high-revenue potential impact flows initially and bringing them in line with the greater customer journey alignment. This included optimising existing flows and building new ones from scratch:

Welcome Flow with bold visuals, quick product education, and dynamic segmentation based on sign-up intent
Abandoned Cart & Checkout flows rebuilt to feel like gentle nudges, not pushy follow-ups
Browse Abandonment, Product Review, and Customer Winback flows were introduced to close gaps and convert high-intent customers
Post-Purchase journeys tailored for one-off vs. subscription buyers
Sunset Flows designed to maintain list health without being off-brand
Purchase Anniversary and Loyalty flows added to support LTV

Each flow was reviewed for tone, content hierarchy, and design consistency, ensuring the full email ecosystem felt premium and energising.

3. Campaign Strategy & A/B Testing

We helped move the team to a consistent campaign rhythm, bringing structure and predictability to their comms.

Alongside content strategy, planning and briefing, we launched:

A/B testing across subject lines, send times, CTA formats, and copy tone
Strategic segmentation based on user behaviours (subscriptions, click paths, product preferences)
Campaigns aligned with seasonal drops, reviews, UGC, and community education

We also introduced tracking and actionable reporting to compare performance between creative variants, baking in insights to inform future sends, segmentation and templates.

4. Integrations & Internal Enablement

To support scale, we implemented a number of behind-the-scenes upgrades:

Syncing subscriber preferences into Hiro Analytics for a clearer understanding of performance and delivering more actionable insights
Segmenting by signup source and tagging profiles based on interest clicks
Adding property tags for dynamic personalisation and predictive targeting
A/B testing timing on pop-ups for optimal conversion
Planning and consultancy for additional loyalty and referral integrations

We also provided strategic coaching to the PerfectTed team to support decision-making and in-house capability building.

THE RESULTS

Within just a few weeks, PerfectTed’s emails looked and performed like a completely different brand. Gone were the clunky layouts and dated visuals, replaced by bold, beautiful templates that reflected the vibrancy of the product and the energy of their team and audience.

Flows are now optimised to guide users smoothly through the funnel, while campaigns are consistent, engaging, and increasingly data-driven. Engagement has risen across key metrics, and most importantly, PerfectTed now has a CRM system they’re proud to send from. Here are just some of the phenomenal results we’ve seen since supporting PerfectTed with their Klaviyo CRM activity:

FLOWS:

Flow recipients increased significantly YOY by 569.71%. This expansion was achieved without compromising deliverability, evidenced by a stable average open rate of 50% and a consistent click rate of 3.15%.
Revenue increased by 245.63% following extensive optimisation of flows that strengthened customer lifecycle performance and enhanced monetisation through more precisely tailored automated customer journeys.
Driven by improved content relevance and alignment, negative deliverability factors such as spam complaints decreased by 70.63% and unsubscribe rates decreased by 28.62%, helping to maintain a strong sender reputation and healthier audience engagement.

CAMPAIGNS:

In the first month of working together, Campaign Click Rates spiked by 297% as well as revenue increased by 607.61% MOM.
Open rates increased by 8.94% YOY with better subject lines, stronger brand recognition and improved sending strategy.
Total campaign revenue is uplifted by 45.38% YOY with higher order value, stronger segmentation and effective content strategy.

CUSTOMER HUB

Since implementing Customer Hub, user adoption has accelerated rapidly, with more than 500 customers creating accounts within just two months. This demonstrates strong interest in enhanced personalisation and self-service features.
A core capability of Customer Hub is driving repeat purchasing through the “Buy Again” function. This has proven highly effective, contributing to a MOM revenue increase of 405.51% and clearly supporting stronger customer retention.
The “Recently Viewed” feature has also delivered meaningful impact, generating 108% more revenue compared with its first month of introduction. This confirms the value of re-engaging customers at the point they previously abandoned their journey and guiding them back to purchase.

Why Klaviyo Customer Hub Works

Conversion Uplift
Beautiful, responsive design and clear product messaging help convert high-intent browsers into active buyers. By matching the energy and tone of the brand, we’re able to drive deeper engagement right at the decision-making moment.
Subscription Management
Baking in PerfectTed’s subscription technology into the Customer Hub allowed for greater transparency for customers to easily manage upcoming subscription orders, making this more seamless than before.
Stronger Retention & Repeat Purchases
Flows built around customer lifecycle stages guide returning shoppers to the right next purchase, whether it’s a different flavour, a subscription upgrade, or a restock prompt, all contributing to growing AOV and LTV.
Subscriber Growth & Loyalty
Thoughtful design across popups, welcome flows, and incentives ensures higher-quality list growth and better early experience, while loyalty-driven emails reward long-term fans with timely, well-designed touchpoints.
Brand Connection
Design isn’t just about how something looks, it’s about how it makes someone feel, and the brand is conveyed. Dynamic reviews, social content, and visual storytelling build trust, reinforce identity, and make every interaction with the brand feel exciting and familiar.

OUR TAKE

This project is the perfect example of how great design isn’t just aesthetic, it also drives performance when supported with correct send strategy, segmentation and cohesive customer journeys. By bringing PerfectTed’s bold, youthful energy into every email, we turned an underperforming CRM into a growth engine.

And by combining design, strategy, and enablement, we helped the team scale their CRM channel by implementing the feels, vibes and energy to match their other channels.

The wonderful team at PerfectTed have been a pleasure to work with, and the Get Better team has truly felt like an extension of their team. Their ambition, energy and wider goals of the PerfectTed team are the perfect combination in allowing us to bring new, exciting tools and ideas to the table to fully leverage the full power of their Klaviyo account.

What PerfectTed said

“Get Better provides a dependable extension of our team, giving us extra capacity without losing sight of our brand with every email send out. Their unprompted suggestions and analysis have helped refine our flows, CRM and new campaigns, adding clear value across our retention strategies. With consistently excellent communication and support, I’m very confident recommending their services to others.” - Romy Bodington, Brand & Marketing at PerfectTed.

WHAT’S NEXT?

As PerfectTed continues to energise the UK market with bold product innovation and community-led storytelling, we’ll be by their side as an embedded growth and retention partner. With a strong design foundation and CRM strategy now in place, the focus shifts to continuous refinement, exploring deeper segmentation, ongoing A/B testing, and layering in dynamic personalisation that reflects their evolving audience. From campaign planning and strategic segmentation to integration support and performance reporting, we’ll continue to act as a natural extension of their team as we guide on strategy, share actionable insights, and ensure email & CRM remains one of their most powerful channels as they scale.