Email + SMS marketing · Klaviyo
A strategy for the flows, the campaigns and the launches of a licensed jewellery brand.
+27%
EMAIL ATTRIBUTED REVENUE
+24%
OPEN RATE INCREASE
+59%
CLICK THROUGH RATE INCREASE (5.44%)
10%
LIST GROWTH
Where things were
Couture Kingdom designs officially licensed pop-culture jewellery, with ranges from Disney, Hello Kitty and Friends, Care Bears, Peanuts and Marvel.
The team was running its own email marketing in Klaviyo. The account was set up and sending, but they needed someone who knew what to do with it to grow.
What needed doing
There were basic flows in place, set up without a strategy and without much consideration of the brand or customer behaviour. Deliverability also needed work.
The plan was the same each month: improve deliverability, increase the number of engaged subscribers, grow the list, send weekly campaigns that generate revenue, and build automations that generate revenue in the background. For the first few months, deliverability was the main focus.
The flows
The existing flows were replaced with a series planned around a strategy: welcome, abandoned cart, browse abandonment, first purchase, post-purchase with product education, and wishlist flows.
The wishlist flows include alerts, such as a low stock reminder when an item on a customer’s wishlist is running out. A Win Your Wishlist campaign was run alongside them to get more people moving through the flows and engaging with the emails.
Using launches to grow the list
Part of the work was helping Couture Kingdom make its launches more successful.
The business did not have a loyalty program and was not sold on implementing one. So email and SMS were used in its place. Subscribers who join the waitlist get early access to new releases.
The coming soon campaigns were built to create hype and a sense of exclusivity before each release. One teaser email showed three embossed cards: “Three cards. Three clues. One new face. Two iconic returns.” Tapping a card led to a landing page of hints, such as blurred images of the coming soon pieces and cartoon graphics of the characters from the new range. From there, people could join the waitlist.
A bit of guessing is half the fun.
The launches were also promoted on social, using automated DMs and comment replies to get people into the funnel and grow the list. List growth was up 15%.
What changed
Two years on, the work runs to a monthly rhythm: protect deliverability, grow the list, increase the number of engaged subscribers, send weekly campaigns that generate revenue and keep refining the flows.
The deliverability score now sits at 96, up 61 points, which means the emails are reaching the people they are sent to. Those people are opening and clicking: open rate is 42.2%, up 23.93%, and click-through rate is 5.44%, up 59%.
Email-attributed revenue rose 27%, and overall revenue for the business was up 14%.
Couture Kingdom now has an email program that works between launches as well as during them, and a way to reward its most engaged customers that did not need a new platform.
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