OUR STRATEGY

The first step was to analyse email lists and data in Klaviyo. This gave us great insights into buyer behaviour and enabled us to create a retention strategy that focused on personalised email marketing automation and campaigns. Our email approach was built on three key tactics: 

  1. User retention after acquisition: By using information collected through zero-party and first-party data, we segmented and customised our email flows according to each user’s preferences. In addition, we based every email interaction on customer information, such as purchasing habits or product preferences.
  2. Retaining a loyal community: Strengthening relationships with loyal customers is as important as acquiring new ones. We created advanced email automation flows aimed at building long-term engagement. We used customer data as a tool to connect with them, such as sending personalised emails during their birthday month, offering exclusive gifts, or enrolling them into a replenishment flow to send timely reminders to restock their favourite products. By making customers feel valued and anticipating their needs, we reinforced brand loyalty, and kept them engaged over time.
  3. Re-engaging inactive users: When user engagement slows down, don’t throw in the towel - instead, you should plan to win them back! And that’s exactly what we did. We identified unengaged users and enrolled them into an automated email flow that was designed to convert churned customers into repeat SHAWS customers.