CASE STUDY

Dekbed discounter x Flatline Agency

Dekbed-Discounter, the largest online bedding shop in the Benelux, has grown from a startup into one of the most successful e-commerce companies in the Netherlands. Built on service, humor, and hustle, the brand has always put people first, both inside the company and out.

That same spirit drives their marketing: personal, data-driven, and always evolving. Flatline Agency partnered with Dekbed-Discounter to rebuild their email marketing from the ground up, powering Klaviyo with smart segmentation, flows, and a rock-solid CRM foundation for 2.6 million contacts. A big account, handled with care.

INTRODUCTION

Dekbed-Discounter - Smart eCommerce from the inside out

MARKETING KLAVIYO

Check their live website

Built for volume, powered by strategy

Dekbed’s challenge - 2.6 million contacts, one clear goal

Dekbed-Discounter, is one of the Benelux’s largest bedding webshop. But with size comes complexity. Their massive Klaviyo account, housing over 2.6 million contacts, needed structure, strategy, and smart segmentation.

Their team was ready to make the switch to Klaviyo, but required a partner to build the foundation: clear flows, intelligent warming, and an approach that would avoid the spam folder and drive real performance.

Flatline’s approach - Foundation and strategy first

Flatline Agency designed a full-stack email marketing setup from scratch. From segmentation to flow building, we handled every detail, making sure Dekbed-Discounter could get the most out of Klaviyo without internal delays or deliverability issues.

We collaborated closely on CRM scanning, warming up their audience in phases, and importing legacy flows the right way. The result is a complete email marketing system ready to serve millions, launching in September.

THE PROJECT

Enterprise email foundation

We migrated over 2.6 million contacts into Klaviyo and built a complete email marketing strategy from the ground up. Dekbed-Discounter’s internal team needed a partner to handle the setup end to end—starting with a deep CRM scan and precise contact segmentation. We structured the warming phase in controlled batches to protect deliverability, excluded outdated profiles, and collaborated directly with Klaviyo to ensure a smooth transition.

Full flow architecture

With the foundation in place, we focused on creating a comprehensive email automation setup that could support every stage of the customer journey. From welcome flows and abandoned cart reminders to winback campaigns and post-purchase experiences, every email was built to be both functional and visually aligned with the brand. Dekbed-Discounter’s audience expects relevance and speed, so we delivered both through precise timing, clean logic, and responsive designs.

Strategic segmentation

Segmentation was at the heart of this project. Managing millions of contacts requires more than just splitting by language or purchase history, it demands logic that evolves with behavior. We developed a segmentation strategy that identified active versus inactive users, filtered out disengaged audiences, and created dynamic lists based on lifecycle stages. This setup ensured better campaign performance and long-term list health. Crucial for a brand operating at this volume.

A/B testing & campaign support

With the system live, we shifted to performance mode. Flatline provided Dekbed-Discounter with a framework for continuous campaign testing and optimization. By embedding a flexible A/B testing model and empowering their team with actionable insights, we turned their email marketing into a self-improving growth engine. Campaigns could now be launched and tested faster, results were tracked directly in Klaviyo, and future adjustments could be made without relying on external resources.