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Problem:
Naseem faced significant challenges in converting website traffic into sales. Despite high website traffic, sales were low, and the brand had to rely on costly remarketing strategies. With no effective marketing tool for customer retention, the need for a robust email marketing solution became evident.
Teams Involved:
Our Team: 2 designers, 1 developer, 1 project manager
Client Team: 1 marketing head.
Deliverables:
Klaviyo integration
Flow creations
Campaign creation
Audience segmentation
Email creation
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Decision Rationale: After evaluating various marketing tools, Naseem chose Klaviyo for its proven success stories and seamless integration with Shopify. Klaviyo's powerful features offered the perfect solution to address Naseem's retention issues.
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Primary Objectives: Naseem aimed to reduce cart abandonment, market effectively to interested customers, and execute targeted email campaigns.
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Flow Creation:
A comprehensive strategy was developed, focusing on three key flows:
Welcome Flow: Engage new visitors with offers and brand information.
Abandon Cart Flow: Re-engage customers who left items in their cart.
After Purchase Flow: Build long-term relationships with post-purchase customers.
Research Basis:
The strategy was informed by marketing data, revealing customer interest in offers. Additionally, insights from fashion industry email trends helped shape content and design.
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Setup Process:
The implementation began with the welcome and abandon cart flows, followed by the after-purchase flow. Collaboration with the Google Ads, Meta Ads teams, and the client’s offline marketing team was integral to the process.
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Key Achievements:
Launch Timeline: The welcome flow was launched within seven days, with subsequent flows quickly following.
A/B Testing: Initial templates underwent A/B testing on subject lines and email content to optimize effectiveness.
Key Metrics: Conversion rates, site activity, and cart additions were closely monitored to measure success.
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Outcomes: The introduction of Klaviyo provided Naseem with an organic way to reach customers, significantly improving retention and sales.
Key Metrics: The open rate reached 46.1%, the click rate was 5.41%, and the conversion rate increased to 2.36%.
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Insights:
Implementing Klaviyo demonstrated the critical role of email marketing in customer retention. The success in the UAE prompted expansions to stores in India, the USA, and the UK.
Future Approach:
Naseem plans to establish a dedicated email marketing team to further refine strategies.
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Enhancements:
The strategy includes introducing new flows and expanding email marketing to more countries. Additionally, Naseem is exploring new marketing tools for reel integration and a "build your own box" strategy.