A list you aren’t allowed to burn
Aviator Nation is a California apparel brand that still makes everything in its own Los Angeles factory. Its email list runs to over two million contacts, built across twenty years by a founder who has never wanted to annoy a customer to make a number.
That creates an unusual constraint at peak. Black Friday is the week most brands mail harder and discount deeper. Aviator Nation had decided to do neither, under a mandate to keep growing without leaning on promotion.
Which leaves one lever: reach more of the right people, rather than more people.
“We have a list of well over two million contacts built over twenty years. The last thing we want is to mess that up by getting overly aggressive at the busiest week of the year.” — Curtis Ulrich, Director of Ecommerce, Aviator Nation
Nine out of ten shoppers were strangers
Most of the right people were invisible. Shopify and Klaviyo together recognized roughly 10 percent of the traffic arriving on the site. The rest browsed, added to cart and left as anonymous sessions, and anonymous traffic cannot be activated at all.
During peak season, that gap is at its most expensive. Traffic and intent are both at their high for the year, and four out of five of those shoppers were people the brand could not send a single email to.
“What got me was how much of our own traffic we could not actually see. Someone comes to the site on Black Friday, looks at a hoodie, leaves, and if you have no idea who that was, there is nothing to send them. That is an expensive week to be guessing.” — Curtis Ulrich, Director of Ecommerce, Aviator Nation
Recognize the shopper, let the existing flows do the work
Tie is the shopper intelligence layer that sits on top of the stack a brand already runs. Underneath it, Tie ID resolves anonymous visitors into real, contactable profiles and pushes them into Klaviyo on actual behavior: a page view, a product view, an add to cart.
Nothing was replaced and nothing new was launched into the busiest week of the year. Aviator Nation's existing BFCM campaigns and abandonment flows simply started firing for shoppers who would otherwise have left without a trace.
What that was worth over the window
Over BFCM, Tie-recognized shoppers drove 11% of online revenue and 10% of online orders. On Black Friday alone, Tie drove 14% of online revenue and the window returned more than 1,000x ROI.
None of it came from a deeper discount, a bigger send, or a rented list. It came from people already on the site.
“We spend a big chunk of the year planning for Black Friday, so our performance matters. Three and a half million from Tie is great, and we didn’t have to make any major changes to our programs to do it.” — Curtis Ulrich, Director of Ecommerce, Aviator Nation
Going into BFCM 2026
Recognition answers who is on the site. Since last year, Aviator Nation has added Tie Predict, which scores those shoppers on how likely they are to open and to buy before anyone is mailed.
Missed Revenue from Unidentified Returning Customers
Despite Beekman 1802’s strong brand loyalty, their existing retention strategy had a critical gap: Klaviyo failed to identify thousands of returning shoppers, leading to missed re-engagement opportunities and lost revenue.
"We noticed that our repeat purchase rate was declining, and we needed a way to identify and re-engage shoppers who already knew our brand but weren’t getting the right messaging."
Klaviyo’s Tracking Gaps Left Returning Shoppers Unrecognized
Beekman 1802 relied on Klaviyo for customer segmentation and remarketing, but due to tracking limitations, many returning visitors weren’t properly identified. This meant that:
- High-intent customers who abandoned their carts weren’t receiving follow-up emails.
- Returning shoppers were mistakenly treated as new visitors, receiving irrelevant messaging instead of personalized offers.
- Customers switching devices or emails weren’t linked to their previous engagement history, further fragmenting their customer journey.
"We’d see customers who had purchased before were getting treated like brand-new visitors, and that inconsistency hurt our ability to bring them back."
Revenue Loss from Missed Engagement Opportunities
Without proper tracking, Beekman 1802 lost valuable touchpoints with engaged customers who had already expressed purchase intent.
- Thousands of potential repeat buyers slipped through the cracks.
- The team lacked visibility into how many engaged shoppers weren’t being reached, making it difficult to quantify the impact.
- Even customer service flagged issues where known buyers were receiving win-back emails despite recently making a purchase.
"We knew we were leaving money on the table, but without a way to fix it, we were stuck."
Internal Bandwidth Constraints
The marketing team at Beekman 1802 had limited time and resources to correct these gaps manually. Identifying and segmenting reactivated users across multiple touchpoints would require constant monitoring and manual intervention, making it expensive and unsustainable as the brand grew.
"We needed an automated solution that would help us recognize and remarket to returning customers—without adding extra work for our team."
Faced with declining repeat purchases and missed revenue from unidentified visitors, Beekman 1802 needed a seamless way to capture lost customers and optimize their remarketing flows.
Capturing Lost Revenue with Tie
Beekman 1802 needed a way to identify high-intent shoppers visiting the website that Klaviyo wasn’t capturing—without adding extra manual work for their team. That’s where Tie came in.
"We didn’t need to generate new leads—we already had customers returning to our site. We just needed a way to recognize and remarket to them. Tie made that possible."
Automating Returning Shopper Identification
Tie seamlessly integrated with Beekman 1802’s Klaviyo setup, enabling the brand to re-identify 88,000+ returning shoppers visiting the website who were previously slipping through the cracks. Instead of treating returning customers as new, Tie made sure they were correctly segmented and sent the right message at the right time.
- 108,647 existing profiles that previously had no web-engagement tracking were re-engaged after visiting the website.
- Returning customers who abandoned their carts now reliably received personalized follow-ups, increasing conversion rates.
- Users who had engaged before but weren’t being tracked by Klaviyo were automatically funneled into the right remarketing flows.
Launching Targeted Abandoned Cart & Browse Abandonment Flows
Suddenly as many as 18% more Klaviyo profiles qualified for abandoned cart and browse abandonment email flows that otherwise would have been missed.
Plus, each Klaviyo profile now had enough web activity data to more effectively help the brand send personalized messages based on past purchase behavior and product they viewed.
"Before Tie, we knew we needed to speed up being able to identify on-site existing customers. Now, we can recognize them and re-engage them immediately."
Unlocking a New, High-Intent Email Segment
With Tie, the brand also gained access to a ‘new engaged’ segment—a dynamic list of reactivated shoppers who had opened an email within the last 90 days. By incorporating this segment into their broader email strategy, Beekman was able to:
- Boost open and click-through rates in key marketing campaigns.
- Drive higher engagement and revenue from previously inactive contacts.
- Increase personalization by making sure messages matched each shopper’s actual journey.
Seamless Integration Without Disrupting Email Deliverability
Unlike other tools that can impact email health, Tie’s approach made sure that Beekman 1802’s deliverability score remained strong at 80, even with the increase in email volume.
"We were hesitant to make any changes that could affect our deliverability, but Tie ran quietly in the background, improving our targeting without disrupting anything."
By automating the identification and remarketing process, Tie allowed the brand to recapture lost revenue, optimize their email strategy, and deliver a more personalized experience—without adding extra work for their team.
$520K+ in Recovered Revenue from Returning Shoppers Missed by Klaviyo
By implementing Tie, Beekman 1802 successfully identified and re-engaged thousands of high-intent shoppers, leading to over $520,000 in recovered revenue from previously lost remarketing opportunities.
The impact was immediate and measurable:
- $520,947 in revenue from returning shoppers missed by Klaviyo.
- 4,754 orders from email flows to previously untracked returning visitors.
- 80,000+ engaged shoppers successfully reactivated in Klaviyo.
"We were missing out on real revenue, and Tie helped us close that gap. The fact that we generated over $500K from shoppers we weren’t even tracking before is huge."
Stronger Email Performance Without Compromising Deliverability
One of Beekman 1802’s key concerns was maintaining email health while increasing volume. With Tie:
- Email deliverability remained stable at 80%, even during high-volume sales periods.
- The ‘new engaged’ segment improved open and click-through rates, driving more conversions.
- Beekman’s remarketing flows operated seamlessly, requiring no additional manual effort from their team.
"We needed a way to reach high-intent customers without disrupting our existing email strategy. Tie did exactly that, and the results speak for themselves."
With a proven system for identifying and re-engaging returning shoppers, Beekman 1802 now has a scalable, automated way to drive repeat revenue—without adding extra work for their team.
“Tie came in at exactly the right time. We knew returning customers were slipping through the cracks, but we didn’t have the bandwidth to fix it. With Tie, we seamlessly reactivated over 108,000 shoppers, generating over $520,000 in revenue—all without disrupting our deliverability or existing flows. It felt like having an extension of our team focused entirely on capturing revenue we would have otherwise lost.”
Beekman 1802 recovered $520K+ in revenue by reactivating returning shoppers that Klaviyo missed—all without disrupting their email deliverability or existing workflows.
Want to re-engage high-intent customers and unlock hidden revenue?
Join leading ecommerce brands like Beekman 1802 to improve your email deliverability, tap into your data, and start converting more of your existing traffic today.
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