Redefine×Glen-L Marine · Connected digital marketing & Klaviyo activation
A dormant email list, turned into compounding growth.
Glen-L Marine is an established marine and boat-building brand with decades of authority, a growing BigCommerce store, and a large subscriber base sitting idle. Redefine built one team a connected digital marketing system, website optimization, SEO, Google Ads, end-to-end analytics and a full Klaviyo migration, so every channel feeds the next. Within six months the store saw measurable gains in experience, conversion and revenue, with automation turning that dormant list into a working channel.
Klaviyo migrationSEO & Google AdsWebsite optimizationAnalyticsBigCommerce
5 channels
▲ one connected system
Built to compound
Klaviyo
▲ full migration & build
Dormant list activated
5 flows
▲ lifecycle automation
Live at launch
6 months
▲ to strong growth
Measurable gains
Outcomes are reported qualitatively by Glen-L. Percentages, benchmarks and the estimator later on this page are illustrative pending verification.
Industry
Marine & boat-building · e-commerce
Platform
BigCommerce
Channels
Website, search, Google Ads, email, analytics
Email
Klaviyo migration & build
Outcome
Measurable growth in 6 months
Model
Fixed scope · one team
Disciplines & tools
- Klaviyo email
- SEO & Search Console
- Google Ads & Merchant
- Conversion optimization
- Analytics & attribution
- BigCommerce
Summary
Glen-L Marine, an established brand in the marine and boat-building space, had a growing BigCommerce store and a large but underused subscriber base. Redefine Innovations delivered a connected digital marketing system with one in-house team, spanning website optimization, search engine optimization, Google Ads, end-to-end analytics, and a full Klaviyo email migration with five lifecycle flows. Each channel was built to reinforce the others: search drove qualified traffic, a sharper store converted it, and lifecycle email brought buyers back. Within six months the store saw measurable improvements in user experience, conversion rates and online revenue, with automation turning a dormant list into a working revenue channel.
ClientGlen-L Marine · decades of category
authority
PartnerRedefine Innovations · one team,
fixed-scope, full ownership
SystemFive channels built to compound, not run in
isolation
EmailKlaviyo migration & five lifecycle
flows
SearchSEO, Search Console & Google Merchant +
paid
StoreConversion-focused website optimization
AnalyticsEnd-to-end funnel & attribution in one
view
OutcomeMeasurable growth in UX, conversion &
revenue
Note: the growth, conversion and lifetime-value gains are documented qualitatively by Glen-L. All percentages, benchmark figures, the funnel and the revenue estimator on this page are illustrative, replace each with verified data before publishing.
The challenge
Glen-L had decades of authority in the marine and boat-building space. Their challenge wasn't awareness, it was converting that authority into scalable digital revenue.
A large subscriber base sat dormant behind an email platform with no lifecycle flows and no segmentation. Organic authority existed but was never captured systematically, with no Google Merchant setup, Search Console integration, or structured paid search driving qualified traffic. Analytics had gaps, so it was impossible to know which pages converted or which sources produced buyers. Meanwhile the store let qualified traffic leak before checkout.
Every channel was working alone, and none was compounding. The brief was to connect them into one system, and switch the dormant list on.
Dormant list
A large subscriber base with no automation, segmentation or triggers behind it.
Hidden visibility
Strong organic authority that search setup and paid weren't capturing.
Evidence gap
Fragmented analytics meant decisions ran on guesswork, not what converted.
Conversion leak
Navigation, speed and product content quietly cost conversions before checkout.
A dormant list loses
revenue every month
Every month a large subscriber base sits without automation, the revenue that welcome, cart
and win-back flows would recover is simply lost, and it doesn't carry over. The real cost of waiting was
another year funding the gap between the audience the brand had earned and the orders the store actually
captured. (Directional context — the estimator below illustrates the idea with benchmarks, not
Glen-L figures.)
The approach
Win attention, then keep it.
Two tracks ran in parallel: acquisition brings qualified buyers to a store built to convert; retention turns those buyers into repeat revenue. Each track was scoped to feed the other.
Track 01 · Acquisition & conversion
Qualified traffic, into a store that converts
Capture the demand the brand already earns, and stop losing it at the store. Search and paid bring the right buyers; website optimization turns them into orders.
- SEO across product & category pages
- Google Merchant & Search Console set up
- Google Ads on high-intent terms & UX-led store optimization
Delivered: SEO · paid · conversion optimization
Track 02 · Retention & lifetime value
Turn buyers into repeat revenue
Switch the dormant list on with a full Klaviyo build, then keep customers coming back automatically, all wired into analytics so every decision rests on real data.
- Full Klaviyo migration: clean lists, segments, templates
- Trigger-based lifecycle, post-purchase & win-back flows
- Analytics wired across both tracks
Delivered: Klaviyo · lifecycle flows · analytics
Design & UX · the storefront
Decades of authority, easy to navigate.
A trusted boat-building name carried into a clean, modern BigCommerce store — so an established brand feels current, and the whole catalog is easy to shop. (Representative system — illustrative pending sign-off.)
Design direction · brand identity
GLEN-L MARINE.
Boat plans, kits & marine supplies
G
L
Palette (representative · based on current brand)
Navy#0F2A43
Navy 2#163B5C
Teal#14A0A6
Aqua#3FBFC4
Sand#F4F1EA
Type & hierarchy
Build your
own boat.
own boat.
AaAaAaGeist · UI
A confident, nautical type system in navy and teal, built so decades of boat-building authority feel trustworthy and easy to navigate online.
glen-l.com
GLEN-L MARINE.
Boat plans, kits and marine supplies for the home builder.
Shop Boat PlansBoat Plans
from $65
Frame Kits
from $390
Supplies
from $12
Decades of authority, online
A trusted boat-building name carried into a modern, easy-to-shop store without losing its credibility.
One connected system
Store, SEO, ads, email and analytics all feed each other, so growth compounds instead of stalling.
Built for the home builder
Clear plans, kits and guidance that make an ambitious project feel achievable from the first click.
Live storefront:Visit glen-l.com
Before & after
A dormant list to automated flows.
A large subscriber base sitting idle, activated through a full Klaviyo migration and five lifecycle flows, so email became a working, compounding channel. (Email screenshots are placeholders — drop in the real before/after exports.)
● Before · dormant list
● After · automated flows
List
Dormant → activated
Flows
Manual → 5 lifecycle
Channels
Siloed → 5 connected
Growth
Baseline → measurable in 6mo
Before/after emails are placeholders following the case-study asset path. The Klaviyo migration, five lifecycle flows, five connected channels and six-month timeframe are documented; outcome percentages are qualitative. Upload the real exports (or update each src) before publishing.
What was delivered
Five channels, one connected system.
Most agencies run a channel or two and optimize each in isolation. Here, every channel was built to reinforce the others, so each improvement compounds across the whole system. (Flow is a reconstruction of the design intent.)
How the channels compound
Website optimization
UX research drove navigation, page and checkout changes, easier to use and to buy from.
SEO
On-page optimization across products & categories, with Search Console and Merchant
set up.
Google Ads
Paid search on high-intent marine and boat-building terms, with conversion tracking.
Klaviyo email
Full migration, custom templates, clean segments and behavior-triggered lifecycle flows.
Analytics
Website, email and paid wired into one view, funnels tracked end to end.
Website optimization
Rebuilt around how buyers actually shop.
UX research and design guidelines drove targeted changes to navigation, product pages and checkout. The goal was simple: make the store easier to use and easier to buy from. (Representative of the conversion-focused changes; specific layouts vary by page.)
glen-l.com · before
- Crowded category menus that buried products
- Slow pages that lost mobile shoppers
- Product pages that left buyer questions unanswered
- No clear path from interest to checkout
glen-l.com · after
- Streamlined navigation that surfaces popular plans fast
- Faster pages tuned for mobile shoppers
- Product content that answers questions before they arise
- A clear, trust-building path to checkout
Search & paid growth
Organic and paid, from one data source.
Search and Google Ads were built to share signals, so every dollar of ad spend got smarter as organic data matured. (Trend is illustrative of the goal of the search work, not reported figures.)
What was set up
- Google Merchant, product listings configured so the catalog surfaces in shopping results.
- Search Console, organic performance made visible, feeding keyword and content decisions.
- Google Ads on high-intent terms, aimed at buyers searching for marine plans and materials.
- Conversion tracking on every source, so spend follows what produces buyers.
Organic visibility trend (illustrative)
Direction reflects the goal of the search work, not reported Glen-L figures.
Klaviyo email system
Lifecycle automation that turns subscribers into repeat buyers.
Every subscriber touchpoint was redesigned around purchase intent. The Klaviyo build covered five distinct lifecycle stages, each with custom templates and targeted messaging.
1on sign-up
Welcome series
Four-email onboarding introducing new subscribers to the Glen-L catalog and brand story.
21h · 24h · 72h
Abandoned cart recovery
Three-touch sequence that recovers carts before the intent goes cold.
3after purchase
Post-purchase upsell
Product-matched recommendations based on what each customer just bought.
4on browse
Browse abandonment
Triggered when a subscriber views a product or plan page without adding to cart.
590-day inactive
Re-engagement & win-back
Targeted sequence for subscribers who haven't opened or purchased recently.
Flow performance benchmarks (sample · not reported Glen-L results)
38.4%
Open rate (benchmark)
4.2%
Click rate (benchmark)
2.7%
Conversion rate (benchmark)
Analytics · one connected view
From first click to repeat purchase.
Website behavior, email performance and paid media were wired into a single analytics layer, with conversion funnels tracked end to end, so every decision rested on data instead of assumptions. (Funnel, attribution and growth figures are illustrative samples to verify.)
Conversion funnel (illustrative)
↓ 42% view a product
↓ 31% add to cart
↓ reach checkout
↓ complete
Revenue by channel (illustrative)
Email (Klaviyo)
34%
Organic search
28%
Google Ads
22%
Direct & other
16%
Channel growth over six months (illustrative)
- Tracked end to end, page and product views, add-to-cart, checkout steps and completed purchases.
- Email & paid merged in, opens, clicks, flow-driven revenue, cost per acquisition and return on spend.
- One funnel, attribution included, every source merged so you see what actually produces buyers.
Funnel percentages, channel attribution and growth curves are illustrative placeholders; replace with the store's real analytics before publishing.
Try it · email revenue estimator
What could an automated list generate for you?
Adjust the inputs to match your store and see a projection based on industry-standard Klaviyo benchmarks. This is a model, not a guarantee, actual results vary by list health, niche and campaign quality.
Subscriber list size25,000
1,000200,000
Average order value$85
$20$500
Email sends per month4
sends
1 send16 sends
Benchmarks used (illustrative)
Average open rate38%
Click-through rate3.5%
Email conversion rate2.4%
Flow revenue uplift+40%
Revenue projection · your store
$2,713
estimated monthly campaign revenue
$3,798
with Klaviyo flows (+40%)
$45,578
annual email channel total
Campaigns 71%Automated flows 29%
Projection based on industry benchmarks, not Glen-L's reported results. For illustration of the opportunity in an activated list.
Email & lifecycle automation · Klaviyo
Automations that turn one purchase into many.
Migrating the list into Klaviyo was step one; the growth came from the flows. A lifecycle program now sells between campaigns: recovering abandoned checkouts, turning first-time buyers into repeat customers, and re-activating lapsed subscribers, automatically. (Flow contents and impact figures are illustrative samples to verify.)
Abandoned-cart flow · example
Started checkout · didn't buyTrigger
Wait 1 hour
✉ Still thinking it over?
Reminder with the exact cart + product imagery
⑂ Conditional split · placed order? yes → exit · no → continue
Wait 23 hours
✉ Your cart + a free swatch
Incentive: free fabric swatch to close measurement doubt
Wait 2 days
✉ Selling fast · last chance
Urgency + reviews + easy return reassurance
For a sized, considered purchase like window coverings, most revenue is left on the table at the research-and-measure stage. The flows meet shoppers exactly there: a free-swatch offer to resolve doubt, post-purchase cross-sells for hardware and care, and replenishment prompts for the next room, so a meaningful share of revenue is earned automatically from the existing audience, not bought again through ads.
Welcome series 6%
Trigger · new subscriber
Introduces the brand and drives a confident first purchase with a soft offer.
Abandoned cart 11%
Trigger · started checkout
Recovers near-misses with reminders and a free-swatch incentive.
Browse abandonment 4%
Trigger · viewed product
Re-engages shoppers researching fabrics and window types.
Post-purchase 5%
Trigger · order placed
Sets delivery expectations, cross-sells hardware & care, requests reviews.
Replenishment / next room 4%
Trigger · time since order
Prompts additional rooms and repeat orders from happy customers.
Win-back 2%
Trigger · lapsed customer
Re-activates dormant subscribers with a targeted, timely offer.
32%
▲ of revenue
earned from automated flows
+46%
▲ repeat purchase
first-time → returning
+118%
▲ list growth
larger reachable audience
9.4×
▲ revenue / recipient
flows vs one-off campaigns
A few of the emails
Designed and built in Klaviyo on the Half Price Drapes brand system: welcome, recovery and seasonal campaigns. (Illustrative designs.)
Half Price Drapes
Welcome: here's 10% off your first order
Welcome: here's 10% off your first order
Half Price Drapes
Still thinking it over?
Still thinking it over?
Half Price Drapes
New in: linen sheers for spring
New in: linen sheers for spring
The results
Measurable growth across every channel.
The combined digital marketing and e-commerce work produced improvements across user experience, conversion rates and revenue within the first six months, with the dormant list now a working channel. Glen-L reports these outcomes qualitatively; the figures below are illustrative and for the team to confirm.
How these outcomes are reported
Glen-L shared qualitative results, strong growth within six months and measurable gains in conversion and lifetime value, without publishing specific metrics. The cards and bars on this page show relative direction and emphasis, not audited percentages. Replace each illustrative figure with the real number before this case study is published.
Activated
dormant list
Now a revenue channel (documented)
5 flows
live at launch
Lifecycle automation (documented)
6 months
to strong growth
Measurable gains (documented)
Engagement
▲ increased
Email subscribers (qualitative)
Conversion
▲ improved
Website (qualitative)
LTV
▲ increasing
Customer lifetime value (qualitative)
Relative direction & emphasis · before → after (illustrative · not
audited)
Email engagement
up ← dormant
Organic traffic
growing ← uncaptured
Website conversion
improved ← leaking
Customer lifetime value
rising ← one-off
Revenue trajectory after the Klaviyo launch (shape illustrative; six-month growth is
documented qualitatively)
Sitting on a list that isn't earning?
One team to connect your channels and switch your subscriber base on, scoped fixed-price
before any work begins.
Risk & trust
Built so the work stays yours.
You own every account
Klaviyo, Search Console, Google Ads and analytics live in your name from day one.
Fixed scope, fixed price
Every channel scoped line by line before work begins. The budget you approve is what
applies.
Senior team throughout
The people who scope your build are the people who deliver it. No handoff to a junior
bench.
Transparent reporting
Analytics configured to surface decisions, not vanity dashboards. You always know what
drives revenue.
No lock-in retainer
Ongoing management is optional, never assumed. The system runs on its own once it's built.
Accountable after launch
Support and iteration scope is defined upfront, so you're never left guessing what happens
next.
Is this the right engagement
Who benefits most from this build.
Strong fit
- You have a subscriber list not generating meaningful email revenue
- You have organic traffic or brand authority you're not converting efficiently
- You want Google Ads and SEO working from the same data source
- Your analytics are fragmented and you lack a clear picture of revenue
- You're on BigCommerce and want a system built for your platform
“Redefine took our dormant subscriber base and turned it into a genuine revenue channel. The Klaviyo migration, the search work and the website changes all reinforced each other. Six months in, we're seeing the kind of growth we expected the store to produce years ago.”
AC
Anika Colvin
“The best part is that we own all of it, every account is in our name, and the system keeps working without us paying a retainer to keep the lights on.”
JC
Joshua Colvin
Testimonials are representative and pending client verification; confirm wording and attribution before publishing.
How it rolled out
A phased rollout, each stage building on the last (timeframes representative · verify).
Weeks 1-2
Audit & research
Store, list & analytics review with UX research
Weeks 2-4
Klaviyo migration
List cleaning, segments, templates, deliverability
Weeks 4-8
Build & integrate
Flows, website, search & Google Ads
Week 8
Launch
Flows live, campaigns active, reporting on
Ongoing
Optimize
Refine segments & campaigns as data matures
Start here
Your subscriber base is already an asset. Make it perform like one.
That's exactly the work we're built for: one accountable team connecting your channels and switching your list on. Submit a brief and get a line-by-line proposal in 3 days, Sprint 1 within a week of sign-off.
No commitment. A line-by-line proposal in 3 business days, and we'll tell you straight if we're not the right fit.
★★★★★4.9 on Clutch500+ projects shipped21 yearsSEO, email & analytics
Work under NDA? Verified client references available to serious prospects under mutual NDA.