Intertwined: Handmade For Good

"Working with Eoin Lynch at Oracle was an absolute pleasure. He helped Intertwined revamp our email flows and pop-up form, and the results speak for themselves - our subscriber sign-ups increased significantly.

I was initially hesitant about working with someone overseas (we're based in the U.S. and Eoin is in Ireland), but he quickly put those concerns to rest. He was incredibly responsive, flexible with meeting times, and always available when we needed him.

Eoin brought thoughtful ideas, a strong work ethic, and a real commitment to our success. Not only did he improve our email automation, but he also shared creative ideas for future campaigns and consistently went above and beyond. I highly recommend working with him!"

- Ginger Shields, Founder, Intertwined: Handmade For Good

The Situation

When we first audited Intertwined’s Klaviyo account, the brand had a thoughtful product, clear values, and a beautiful mission—but their email infrastructure wasn’t pulling its weight.

The 90-day audit revealed:

Underperforming sign-up forms with poor conversion rates

Basic flows lacking optimization and segmentation
Minimal profile engagement and bloated, inactive lists
Revenue that didn’t match the brand’s potential

Intertwined had the right foundation—what it needed was structure, strategy, and smarter storytelling.

The Results (in just 30 DAYS)

With a full strategic rebuild, Intertwined saw performance lift across every major metric:

+112% increase in Klaviyo-attributed revenue month-over-month

Generated 79% of the previous 90 days’ email revenue—in just 30 days

3x more sign-up form submissions, driving qualified list growth

+43% increase in click-through rate across flows

Improved segmentation and list health, resulting in more engaged users

Open rate averaged 51.4% across all flows

Click rate rose to 12.35%

Conversion remained steady, with more qualified users entering the funnel

Compared to the 90-day audit:

Open rate shifted from 59.3% → 51.4% (intentional list cleaning)

Click rate rose from 8.6% → 12.4%

Placed order rate adjusted from 1.65% → 0.65%, prioritizing long-term value over short-term spikes

How Did We Do It?

1. Sing up Form Optimization

The original form had over 9,000 views with minimal submissions. Using only Klaviyo’s built-in form editor, we A/B tested timing, copy, and placement—resulting in nearly triple the conversions in one month.

2. Infographic Email Framework

We restructured flows using our proven scroll-friendly, image-based format, enhancing clarity and storytelling without sacrificing brand voice. Every email now educates, converts, and delights.

3. Segmentation & List Hygiene

We suppressed inactive users, removed harmful profiles, and introduced segmentation based on engagement, behavior, and lifecycle stage—resulting in cleaner lists and better deliverability.

4. Mission-Led Messaging

From welcome sequences to abandon flows, we embedded Intertwined’s story of artisan impact and sustainability—making every email a purposeful step in the customer journey.

Intertwined: Handmade For Good

The Situation

The Results (in just 30 DAYS)

How Did We Do It?

We Did This in 30 Days.

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