# The gaming brand that didn't own its customers

> Selling through Amazon with no emails, no data, no second sale.

- Timeline: 9 days
- Platform: Klaviyo
- Industry: Gaming
- Services: Flow Setup, List Growth
- Market: FR
- Results: Full flow suite built; Amazon buyers → owned list
- Published: 2025-11-13

## Summary

Phantum made premium gaming peripherals and sold them well, but mostly through Amazon and resellers. The problem was simple and expensive. Every sale through a third party meant Phantum never received the customer's email, and with no lifecycle automations in place, even the customers who did buy directly had nowhere to go after the first purchase. No welcome sequence, no abandoned cart recovery, no post-purchase follow up. Revenue was happening but the customer relationships belonged to someone else, and the ones that didn't were being left on the table.

## Approach

We built the full lifecycle automation suite in Klaviyo and designed a physical card insert to ship with every order, including third-party fulfillments. The card carried a QR code leading to a branded landing page where customers could join the Phantum Creator Circle in exchange for a discount on their next direct purchase. The flows were built to handle exactly those customers once they opted in, turning one-time Amazon buyers into a list Phantum actually owned.

## The full story

### The short version: Nine days. Four numbers.

Phantum hired Revnue in November 2025 to build its lifecycle flows, plus the sign-up capture to feed them. This is what we built.

- **5** flows built: welcome, abandoned cart, browse abandonment, post-purchase and winback.
- **9 days** from kickoff to a finished flow system.
- **10** flow emails, plus a campaign template, a pop-up quiz and an insert card.
- **1 day** from kickoff to a written flow strategy for the brand.

### The brand: Premium mousepads for players who care about their setup.

Phantum is a French brand making high-performance gaming mousepads: cloth and micro-fiber surfaces in clean, minimal designs. Its buyers are gamers, designers and content creators who treat their desk as part of who they are.

- Market: France and Europe
- Sells through: Own store, Amazon and resellers
- Range: Alpha, Gamma and Nebula pads
- Reviews: 4.9 out of 5 on Trustpilot, 72 reviews

### Where we started: Sales were happening. The customers belonged to someone else.

- **Amazon kept the customer.** Most orders ran through Amazon and resellers. Phantum never saw those buyers’ emails, so it could not sell to them again.
- **Gaps in the automations.** No complete set of flows: nothing reliable to welcome subscribers, recover carts or follow up after an order.
- **No campaigns.** The subscribers Phantum did have never heard from the brand.
- **One generic pop-up.** The only way onto the list was an exit pop-up with a 10% code. Nothing gave people a reason to join.
- **25 to 35%** of revenue is what email brings in for a healthy e-commerce brand. The whole plan was built to get Phantum there.

### The plan: A four-part plan, delivered the day after kickoff.

The strategy came first, on November 5. Then the build: five flows, ten emails, a pop-up quiz and an insert card, with revisions and handover by November 13.

- **List growth** A pop-up that gives people a reason to join, and an insert card that turns Amazon buyers into subscribers.
- **Lifecycle flows** Welcome, abandoned cart, browse abandonment, post-purchase and winback: the emails that sell while nobody is working.
- **Campaigns** Start with one a week and build to three or four: setup of the month, product stories, creator features, launches.
- **Segmentation** Tag every subscriber as gamer, designer or creator, and split by new, first-time, repeat and lapsed buyers.

### Capture 1 · The pop-up: A quiz instead of a ‘don’t leave’ coupon.

The old pop-up fired on exit and offered a code. The new one asks a question first: what matters most in your setup? The answer tags each subscriber as a type of player, so the emails that follow can speak to it. Then it asks for the email, for 10% off.

|  | Before | After |
| --- | --- | --- |
| Trigger | Visitor about to leave | Two steps, on the page |
| Asks | Nothing | What matters in your setup |
| Learns | An email address | Email plus player type |
| Decline | A close button | “No thanks, I’ll stick with average.” |

### Capture 2 · The insert card: A way into every Amazon box.

Phantum could not get emails from Amazon or reseller orders. A card in the package could. It ships in every order, third-party fulfillment included, and sends the buyer to a Phantum sign-up page for 15% off their next order, bought direct.

1. **The order ships.** From Amazon, a reseller or Phantum’s own store.
2. **The card is in the box.** “Thank you for your order” on the front, a QR code on the back.
3. **The QR opens a Phantum page.** Brand story, sign-up, and the code for the next order.
4. **The flows take over.** Welcome and post-purchase emails, to a customer Phantum now owns.

### The flow build: Five flows. Ten emails.

Every automation in the plan, built end to end, from the trigger to the last email, plus a template for weekly campaigns. All in Phantum’s look: dark, quiet, product first.

| Flow | Trigger | Emails | What it does |
| --- | --- | --- | --- |
| Welcome | Joins the list | 3 | Turns a new subscriber into a first order: the 10% code, the brand story, real customer reviews. |
| Abandoned cart | Starts checkout | 3 | Brings shoppers back to the exact pad they left, then adds reviews, then a last call with stock and delivery details. |
| Browse abandonment | Views a product | 1 | Follows up with visitors who looked at a pad but never added it to the cart. |
| Post-purchase | Places an order | 2 | Keeps buyers excited while the order ships, then invites them into the Discord community. We recommended a plain-text founder note to open it. |
| Winback | Stops buying | 1 | Shows lapsed customers what is new, with 15% off to come back. |
| Campaign template | Weekly send | 1 | A reusable layout for newsletters and launches, so campaigns can start right away. |

### Inside the flows: Dark, quiet, and built like the product.

- Welcome · 1
- Abandoned cart · 2
- Browse
- Post-purchase · 2
- Post-purchase · 3

### How we wrote it: “…we get it. Clean, fast, and built for aim.”

From the browse abandonment email.

- **Talk like the buyer.** Setup, glide, aim. Gamers do not shop for a “high-quality mousepad”, so the emails never say it.
- **Let other players sell it.** Real Trustpilot reviews, kept in French as written, in the welcome, cart and browse emails.
- **Premium means quiet.** Dark layouts, one button per screen, no shouting. “No loud logos. No gimmicks. Just pure performance.”

### Up close · The abandoned cart flow: Three emails, three different jobs.

Every email shows the exact pad the shopper left behind, pulled in automatically. What changes is the reason to come back.

- Email 1 · Remind: “You left something behind.” The saved items and one button back to checkout.
- Email 2 · Reassure: Leads with the Trustpilot rating, then reviews from real buyers.
- Email 3 · Last call: “Your cart is expiring.” Stock status, free pickup-point delivery, 30-day returns, and four pads they might like instead.

> Amazing job from Revnue, I recommend 100%
> Ryan G., CEO, Phantum · France

[Download the full case study (PDF, 14 slides)](https://www.revnuedigital.com/case-assets/phantum/phantum-revnue-case-study.pdf)

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