Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200Rugtomize
Custom made-to-order logo rug brand serving businesses and design-conscious individuals across the US. DTC + B2B, Shopify-native.
A custom branded goods brand with two audiences, a broken post-purchase arc, and no campaign cadence. Here's how we built the engine from the ground up.
Headline metric
4×
Campaign revenue growth, year-over-year
02 · Supporting
60.9%
Average email open rate — 3× industry average
03 · Supporting
2×+
Repeat purchase rate improvement since onboarding
04 · Supporting
$9.81
Revenue per recipient, Checkout Abandonment
Rugtomize is the internet's go-to custom logo rug company; made-to-order branded rugs for businesses, creators, and design-conscious individuals who want their space to reflect their identity. Every piece is printed to spec in Orange County, California, with 4K image resolution and commercial-grade durability. Free mockup before production, upload-later flexibility, and concierge design support built into every order.
The brand serves two distinct audiences with genuinely different buying logics. B2B customers — SMBs, retail operators, hospitality groups, event marketers; buy for brand presence: trade show booths, office entrances, retail floors. B2C customers buy for personal identity and gifting. The product is 100% made-to-order, one-time purchase. That means every retention decision centres on first-purchase conversion, cross-sell to additional spaces, and systematically bringing buyers back for the next room or event. There is no subscription to protect. Every repeat order has to be earned.
When Optimite came on board in June 2025, Rugtomize had a genuinely strong product and a growing audience. The retention infrastructure hadn't kept pace. Flows existed in Klaviyo, but most were legacy builds with no Optimite-standard logic, no segmentation, and no post-purchase sequence worth the name. Campaign sends were infrequent and audience-blind; the same messaging going to B2B brand managers and individual homeowners alike.
The post-purchase journey was the most obvious gap. There was no sequence guiding buyers through what to expect, no delivery touchpoints, and nothing prompting a second order. Buyers came in, received their rug, and disappeared. The repeat engine wasn't running because it hadn't been built.
The B2B opportunity was the most underserved. Businesses ordering for trade shows and offices represent a very different buyer than a homeowner ordering a personal piece; they have budgets, timelines, and a genuine reason to reorder. Without a dedicated messaging arc for that audience, the brand was leaving its highest-value segment on a generic lifecycle.
Legacy flows with no Optimite-standard logic: abandonment, post-purchase, and win-back sequences were either missing or generating near-zero revenue despite significant send volume
No post-purchase or post-delivery journey: buyers received their product and heard nothing; no cross-sell, no check-in, no next-purchase prompt
B2B and B2C audiences receiving identical messaging: no dedicated arc for the brand's highest-intent segment despite clear differences in buying behaviour and purchase motivation
We started with a full Klaviyo audit — not just which flows were live, but what infrastructure existed, what was generating revenue, and what was silently broken. The win-back flow alone had thousands of recipients and near-zero conversion. The audit gave us the rebuild order.
Phase one was foundations. We replaced the legacy flow architecture with a complete Optimite-standard suite: welcome series, checkout abandonment, browse abandonment, site abandonment, and abandoned cart — all rebuilt with proper segmentation logic, email and SMS coordination, and audience-specific copy. The B2B campaign lane launched immediately using the Engaged Business segment. Plain-text founder-voice sends to this audience hit 77–79% open rates from the first send.
Phase two scaled the campaign engine. Monthly sends grew from handful to 14+ per month, structured across five content angles: social proof and case studies, decision-support education, brand identity, promotional, and B2B expensability framing. The calendar ran two distinct tracks — one for engaged non-buyers, one for the buyer base — with dedicated segmentation protecting each.
Phase three built the post-purchase journey that hadn't existed. Delivered Confirmation, Post-Delivery Check-In, and Shipment Confirmed flows launched in February 2026. The Cross-Sell/Next-Space flow launched in April 2026 to convert single-space buyers into multi-space customers. The full buyer arc; from order confirmation through to the next purchase prompt; was live for the first time. We ran the entire programme as Rugtomize's embedded retention team: direct Slack, shared ClickUp, weekly syncs. No account management layer between the work and the client.
Five channels. One connected programme. Built from a fragmented baseline.
Shipped
Shipped
Shipped
Shipped
Twelve months in, every layer of the programme is measurably stronger than where it started. Campaign revenue grew 4× year-over-year. Monthly attributed revenue more than doubled from programme start to April 2026. The post-purchase journey — which generated zero attributed revenue when Optimite came on board — is now a multi-touchpoint arc running at 67.5% open rate. And the B2B lane, built on a segment that didn't exist in the previous setup, consistently delivers 77–79% open rates on every send.
Outcome at a glance
Quarter on quarter, the programme compounded. The returning buyer rate more than doubled on a customer base that nearly doubled in size simultaneously. The post-purchase arc went from silence to a full multi-touchpoint journey. The B2B lane didn't exist; now it outperforms every other format in the account. The cross-sell and winback flows launched in April 2026 are early and building. Retention isn't a project that finishes. It's a system that compounds.
A few other case studies you might like.
Book a 30-minute strategy call with a senior strategist. A real conversation about how we'd approach lifecycle and retention for your brand.
Trusted by 500+ ecommerce brands. Klaviyo Master Platinum Partner. Six years of retention work.