Plushie Dreadful: The Storytelling Strategy That Increased Flow Revenue By 33% In 45 Days

The Challenge

This wasn’t about fixing problems. Plushie Dreadfuls was scaling fast. But there was a disconnect between the magic of their brand and what customers experienced in their inbox.

Their products invited people into a universe of characters and stories. Their flows? Functional, but forgettable.

What they needed:

• Lifecycle marketing that felt like their brand
• Storytelling that resonated with their community
• Design that matched the artistry of their products
• Strategic optimization to unlock that untapped potential

Our Approach

We became an extension of their team, translating their brand soul into every touchpoint.

The Storytelling Transformation

We completely rewrote their flows. Instead of “Your cart is expiring,” we wrote messages like:

“You’ve Got Visitors!”
“A few of the other creatures heard that you chose their friend and now they’re curiously looking over to say hello.”

No countdown timers. No discount codes. Just emotional connection.

The result? This storytelling-driven email achieved 83% higher click rates than the standard urgency version. People who ignored two reminders suddenly engaged.

We built new flows that didn’t exist before:

Checkout Abandonment: Poetic, immersive copy like “The Signal is Fading” that turned abandonment into part of the brand experience.

Browse Abandonment: Playful emails like “Saw You Looking” that captured passive interest without being pushy.

Welcome Series: Brand-aligned onboarding that introduced customers to the Plushie Dreadfuls universe.

Every flow became a narrative journey, not a transaction.

Data Meets Creativity

We backed every creative decision with:

• Behavioral segmentation across customer journey
• A/B testing on subject lines, imagery, send times
• Real-time performance optimization
• Campaign rhythm aligned to product launches

The goal wasn’t just better metrics. It was creating experiences that deepened customer relationships while driving measurable growth.

The Results

Business Impact (45 Days):

+33% Flow Revenue Growth
Lifecycle marketing went from supporting the business to driving it.

+5% Total Business Growth
Klaviyo played a larger role in overall expansion.

+4% Klaviyo Revenue
Now consistently 43%+ of total revenue.

What Changed:

Before: Default templates, generic urgency, transactional tone
After: Brand-aligned storytelling, emotional resonance, immersive experiences

Performance highlights:

• Abandoned cart storytelling email: 42.5% open, 7.5% click (83% lift in CTR)
• New checkout abandonment: 49.6% and 52.7% open rates across sequence
• New browse abandonment: 52.7% open, 6.6% click (pure incremental revenue)

Success is never finished

Even when you’re winning, there’s another level.

When you infuse lifecycle marketing with the same soul and narrative power that makes your products special, everything amplifies. Engagement deepens. Conversions increase. Customers become advocates.

For Plushie Dreadfuls, that meant unlocking growth that was always there, just waiting for the right narrative to bring it out.

Most agencies optimize for metrics only

We optimize for resonance.

Your lifecycle marketing isn’t separate from your brand. It IS your brand, showing up in the inbox.

If your flows feel functional instead of magical, if your emails don’t sound like you, if your marketing doesn’t reflect what makes you special – there’s untapped potential waiting.

We specialize in taking successful brands and making them exceptional. Through storytelling that resonates, design that captivates, and strategy that drives growth.