Turning Email Marketing Chaos into a Revenue-Generating System for

Slappas Thongs

Sector: E-commerce / Consumer Goods
Engagement: Project-based email marketing optimisation and training
Services: Email marketing systems, automation, data clean-up, training
Platform: Klaviyo
Location: Australia

The starting point

Slappas Thongs is a growing e-commerce business with an established customer base — but its email marketing platform, Klaviyo, was underperforming and creating more frustration than value.

Despite investing in the platform and paying for external training, the system wasn’t working effectively. Automated flows were either incomplete or unused, customer lists were messy, and Denise was paying for a higher pricing tier than necessary due to unclean data.

Most importantly, she lacked confidence using the platform and was spending time on manual tasks that should have been automated.

The challenge

Denise was facing multiple, compounding issues:

• Klaviyo had been set up without proper handover or training

• Previous training focused on upselling rather than practical use

• Automated email flows were underutilised

• Customer lists were unclean, inflating platform costs

• Too much manual work and no confidence to make changes independently

What she needed wasn’t just a technical fix — it was a system she could actually use and trust.

The role

Keystone Impact Solutions provided end-to-end Klaviyo optimisation and training, focused on building an efficient, sustainable email marketing system — not just “fixing” things temporarily.

The work combined hands-on implementation with practical education, ensuring Denise could manage and maintain the system herself long after the project ended.

What we delivered

Email Marketing & Automation Setup

• Complete overhaul of Klaviyo setup

• Proper implementation of automated email flows

• Optimisation of workflows to reduce manual effort

Data & List Clean-Up

• Cleaning and restructuring customer lists

• Removing redundant or inactive contacts

• Aligning account usage with the correct pricing tier to reduce costs

Training & Documentation

• Creation of clear, step-by-step training videos

• Documentation Denise could refer back to at any time

• Building confidence to update, adjust, and manage the platform independently

Strategic Support

• Practical recommendations based on e-commerce best practice

• Research-led problem solving when new challenges arose

• Ensuring everything was set up correctly — not just quickly

The outcome

The transformation was immediate and lasting.

Business outcomes:

• Increased orders generated through automated email flows

• Improved open rates due to cleaner, more targeted lists

• Reduced Klaviyo costs by moving to the appropriate pricing tier

• Significantly less manual work through automation

Personal outcomes:

• Confidence restored — Klaviyo is now working as intended

• Independence achieved — changes can be made without external help

• Clear understanding of how to use email marketing effectively

Client feedback

“Jess gets the job done quickly and also provides amazing training videos so when I need to do any changes I can refer back to them.
Jess also came up with some great ideas, and if she wasn’t sure on anything would put in the time to research to make sure everything was set up correctly.”
— Denise, Slappas Thongs

Denise’s summary of Keystone Impact Solutions:
“Committed to help.”

The bottom line

Before working with Keystone Impact Solutions, Denise was paying for an email marketing platform she couldn’t use effectively, wasting time on manual tasks, and carrying the frustration of previous poor support.

After the engagement, she has:

• a clean, efficient email marketing system

• automated flows generating orders

• lower platform costs

• and the confidence to manage it all herself