The Challenge — Strong PMF, weak retention engine
Mivi had clear product-market fit but stagnant ROAS at 2.1×. Email was a forgotten channel — zero active flows, despite a 38,000-strong list. Repeat purchase rate sat below category average, meaning every new customer had to be re-acquired with paid spend.
Performance Max Rebuild (Month 1)
Rebuilt Performance Max with asset groups split by product category (audio, neckbands, TWS, accessories). Optimised the Merchant Center feed with proper GTINs, custom labels, and category-specific titles. Added negative keyword exclusions and brand-protect campaigns.
The growth stack
Performance Max done right + a Klaviyo flow stack tailored to electronics buying cycles.
- Google Ads
- Performance Max
- Merchant Center
- GTM (server-side)
- GA4
- Klaviyo
- Looker Studio
- Triple Whale
- Postscript (SMS)
Klaviyo Lifecycle (Month 2–3)
Built 6 Klaviyo flows: welcome series, abandoned cart, post-purchase, browse abandonment, win-back, and a dedicated replenishment flow for accessories and earbuds (60 / 90 / 120 days). Segmented every flow by purchase frequency, AOV, and product category.
Google ROAS doubled within 90 days. Email became our second-biggest revenue channel — and it runs entirely on autopilot. The replenishment flow alone added a meaningful percentage to revenue.
— Midhula Devabhaktuni, Co-founder, Mivi
Results (120 days)
Google ROAS: 2.1× → 4.3× (+105%).
Email revenue: ₹0 → ₹8.4L/month.
Repeat purchase rate: +37%.
Replenishment flow: ₹2.1L/mo on its own.