Maximizing LTV: How True Classic proved a 5.44x ROI in just 7 days with a real test group
With help from Flowium and Opensend, True Classic captured 31,134+ new subscribers and drove $21K+ in email revenue, all validated through a holdout test.
The challenge
True Classic had built a wildly successful men's apparel brand. But beneath the rapid growth was a quiet leak: tens of thousands of high-intent visitors were bouncing: unidentified, unengaged, and unrecoverable through email.
High-volume traffic wasn't translating into first-party data, limiting remarketing and lifecycle strategies.
Email lists were bloated with disengaged contacts, dragging down deliverability and engagement rates.
Anonymous users left no trail, making it impossible to re-engage or convert them later.
The strategy
Flowium conducted the largest list cleaning in company history, removing over 1 million inactive profiles to restore deliverability. Then, Opensend stepped in to identify and capture contact data from thousands of high-value visitors who otherwise would've left without a trace.
Together, the teams rebuilt True Classic's core flows, focusing on high-performing automations and post-visit emails that reached users traditional sign-up forms had missed.
How Opensend played a role
Opensend integrated directly into True Classic's Klaviyo setup, giving Flowium instant access to high-value identity data and behavior signals.
With fresh, accurate targeting, Flowium rebuilt 100+ broken or underperforming automations into a lean, revenue-driving machine, fueling welcome, abandonment, and promotional flows with cleaner lists and smarter triggers.
Real testing. Real ROI. Real fast.
True Classic didn't just guess. They ran a clean test: a 95/5 split between live and holdout groups to isolate Opensend's impact.
In the first 7 days alone:
$21.8K
new revenue
46%
more revenue from email
5x ROI
based on test vs. control group
391K
new subscribers added in one month
65%
email open rate, nearly 18% higher
Most brands only market to 5% of their traffic. True Classic chose to fix that.
Opensend and Flowium helped True Classic do what most brands never attempt: validate the impact of identity capture with a scientific test group.
By combining email strategy and identity resolution, they achieved meaningful revenue from the invisible 95% of site visitors.
"We had a ton of traffic hitting the site, but we were struggling to engage with most of these visitors. We partnered with Opensend and Flowium to test out Opensend's Connect service, running a scientific hold-out group experiment - the test group that we engaged with our email flows dramatically outperformed the holdout group, giving us a strong ROI within weeks."
Andrew Winter
Director of AI at True Classic
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