SubjectLime Case Studies

FreeKids

How Freekids Montessori Tripled Their Email Revenue and Hit Their First 100K Month With SubjectLime

From basic automations and inactive lists to a clean, high-converting retention system: here’s how SubjectLime helped Freekids Montessori unlock growth in just three months.

About Freekids

Freekids Montessori was founded to fill a clear gap in the Italian market: a structured, recognizable brand entirely focused on educational toys inspired by the Montessori method.

Their Mission Statement

Their mission is to help families raise children in a conscious, authentic way; offering toys that promote autonomy, creativity, and real learning without screens or plastic overload.

Brand Promise

Their brand promise? “Apprendere giocando, crescere sorridendo.”

The Challenge

Email Marketing Underperformance

Email marketing was stuck at 16% of total revenue, underperforming industry benchmarks.

 

When Elisa and Tommaso approached us in mid-March 2025, they had already done excellent work as marketers: testing launch angles, growing steadily to ~€50K/month. But they knew their potential was much bigger.

 

Their email setup was minimal: default Klaviyo flows, little segmentation, and nearly 10,000 unengaged contacts that had never been activated.

Our mission?

 

  • Kickstart immediate revenue through priority flows
  • Clean and rebuild the list
  • Improve segmentation and deliverability
  • Create long-term scalable value through retention

We had 15 days in March to prove value—and we did. From there, the only direction was up.

What We Did

1. Branded Email Redesign

We aligned all flows and campaign templates with the visual tone of Freekids Montessori:

  • Soft colors and clean structure
  • Emphasis on calm, emotionally-driven messages
  • Strong CTAs focused on discovery and conscious choice

2. Revenue Structure Optimization

In March, email revenue was only 17.74% of the total. We focused on rebalancing that mix by:

  • Prioritizing high-performing automations
  • Limiting random promotional campaigns
  • Establishing email as a consistent revenue driver

By May, Klaviyo revenue hit over 40% of total store revenue.

March

May

3. Flows Built From Scratch

We audited the default Klaviyo flows and implemented:

  • Welcome Flow
  • Abandoned Cart & Checkout
  • Browse Abandonment
  • Post-purchase experience split for number of order

4. Campaign Strategy Reboot

We ran a reactivation strategy for over 10K disengaged profiles. Strategy:

  • Warm-up segmented reactivation emails
  • Education-led content
  • Personalization based on behavior

Results:

  • 3-month revenue from email campaigns: €7,500+
  • Open rates consistently >35%

5. List Segmentation & Deliverability Focus

We:

  • Reduced bounce rate by 72.1%
  • Lowered unsubscribe rate by 26.7%
  • Rebuilt sending segments based on real engagement

We scaled email volume by over 125% while maintaining deliverability above 95%.

6. SMS List Buildout

At start: 0 subscribers. In 2 months:

  • 2,425 SMS subscribers (+1,464%)
  • 2,276 new opt-ins in May alone

The Result

In May, Freekids broke their first €100K month—an internal goal we had set at the beginning.

Founder Evolution

Elisa and Tommaso have now reached the first goal we set together: breaking the €100K monthly revenue mark.

 

Thanks to a reliable and automated retention engine, they’re no longer focused solely on “how to get the next sale” or reacting to advertising costs. Instead, they now have space to pursue the bigger vision: turning Freekids Montessori into a true point of reference in the Italian market.

Their next phase focuses on:

  • Expanding brand awareness
  • Expand Retention System
  • Create new opportunities
  • Creating long-term growth that isn’t tied exclusively to ad spend

With email now consistently driving 40%+ of revenue, they’ve unlocked the freedom to scale sustainablywithout being at the mercy of rising acquisition costs.
 

Freekids Montessori had the vision. SubjectLime built the system.


From 17% to 40%+ in email revenue share, and from passive lists to daily conversions: this is what aligned strategy looks like.

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