“Working with Yocto has been an incredibly pleasant experience. Their technical skills solved a big challenge we had with our previous agency. The team is smart and deeply understands email/retention levers. They respond quickly to feedback and are always looking to improve and work as partners and not just executors. Despite working across time zones, they’re highly responsive, easy to work, efficient and make things run smoothly.” – Parul Soi, Director of Online Product and Growth
Client: Dandelion Chocolate
Industry: CPG
List Size: 140K+
ESP: Klaviyo.
Dandelion Chocolate is a bean-to-bar chocolate maker based in San Francisco. Rooted in craftsmanship and transparency, Dandelion sources the finest cacao beans from around the world, transforming them into rich, flavorful chocolate with just two simple ingredients: cacao and sugar. By honoring the nuances of each harvest, Dandelion Chocolate creates a pure, unadulterated chocolate experience – one that celebrates the farmers, the process, and the art of chocolate making.
YOCTO started working with Dandelion Chocolate in October 2024, reworking their customers’ onboarding journey and abandoned cart experience, and identifying deliverability issues for email campaigns. This case study will give a short overview of what we’ve since accomplished together.
Although Dandelion Chocolate’s email engagement and revenue were impressive, we immediately noticed extremely high unsubscribe and spam rates. After a deep audit, we understood that this was due to a few specific problems: profiles being suppressed through Orita software, and sub-par flow implementation and configuration, an underdeveloped automation setup, and underperforming sign-up paths.
These issues resulted in some users receiving overlapping flows, others opting-out immediately, and unengaged users being ignored.
To amend the situation, we focused on:
Segmenting the audience correctly is one of the most important steps when refining an email marketing program. We began by analyzing engagement data and unsubscribe trends to pinpoint gaps where messages didn’t resonate with the audience.
This analysis allowed us to build tailored segments—ranging from active customers to disengaged users—that informed targeted campaigns and improved overall deliverability.
Reworking the flow filters was important to clarify the customer journey and avoid duplicate messages. We mapped out the entire sequence of emails to identify overlaps and pinpoint areas of confusion for subscribers.
Once these issues were clear, we updated the filters to prioritize the order of emails, starting with checkout messages, followed by browse alerts and welcome communications. This resulted in a smoother, more coherent experience for subscribers.
Adding two more emails into each retargeting flow helped capture missed revenue opportunities and close gaps in communication. We reviewed the existing flows to identify where extra touchpoints could re-engage users who had shown interest but not converted.
By inserting targeted emails into the abandoned checkout and browse journeys, we significantly boosted revenue and enhanced the overall effectiveness of the email program. This simple step lead to:
We reworked the Rodeo abandoned checkout flow, achieving a revenue increase of 1,306.68%.
This outstanding result highlights the impact of targeted email automation and strategic refinement in retargeting processes
Even with a more focused audience, Dandelion’s campaigns achieved exceptional performance.
One campaign generated over $140,000 in a single send, underscoring the effectiveness of a carefully segmented and streamlined approach.
So, what’s next for Dandelion Chocolate and YOCTO? This is just the beginning. As we move into Q2 of 2025, we plan to continue optimizing flows to make every interaction feel relevant, personalized, and natural for the customer journey, at every stage. Personalization will play a bigger role here, as will more granular segmentation.
We’ll also be transforming the post-purchase journey by building custom sequences based on the buyer’s product category (eg. hot chocolate, chocolate bars, truffles, etc). As for campaigns, we plan to go hard on A/B testing to inform our content for maximum conversion.
Our goal is simple – to identify your missed opportunities and fix them so you’re not leaving any revenue on the table. From there, we double down on what works to maximize your earnings and increase conversions.
Let’s have a quick, no-obligation call to get to know each other. If we’re not a good fit, we’ll refer you to an agency that we think will be a great match for you. But if moving ahead with us feels right, we’ll start with a quick but detailed audit of your email marketing program.
Once you’ve seen the results and you’re happy with them (history suggests you will be), we can make it official and start boosting your email revenue immediately.
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