Ca’ Pietra
ESP Migration to Klaviyo Case Study
Project Overview.
After collaborating with the Ca’ Pietra team on The Retention Roadmap service, one of my key strategic recommendations was for the brand to migrate from their existing ESP to Klaviyo, as it better aligned with their needs and DTC ambitions.
The project involved migrating all customer data to Klaviyo, setting up the account (including warming), implementing best practice design and data capture, segmentation, and building all their automated email flows to trigger communications at each stage of the customer journey, from ordering tile samples to welcoming their VIPs.
The Struggle.
In my audit of the email marketing channel, I highlighted a significant opportunity to optimise and refine their strategy.
The brand's existing approach was disjointed, with lower than expected KPIs and the channel contributing only 2.5% to their overall revenue. This was driven primarily by campaigns with little to no focus on automations.
Customers weren't receiving relevant or personalised communications at each stage of their journey with the brand, and their content didn’t build rapport with their customers to encourage repeat purchases.
The Strategy.
Combining the brand’s customer data and insights from their wider marketing strategy, I took a macro view of the entire customer journey, identifying crucial points in time where customers needed to be communicated with via email. This approach provided invaluable information into areas of improvement to truly leverage the email marketing channel.
As a result of my analysis, I built a unified email marketing ecosystem within Klaviyo where email subscribers receive relevant, timely communications encouraging them to shop on capietra.com.
The communication strategy and subsequent implementation emphasised brand storytelling, strong visual content, and personalisation, which aimed to boost subscriber engagement and build stronger relationships between the brand and their customers, ultimately decreasing churn rate and increasing email revenue contribution.
The Success.
In the first 30 days after project completion, the account generated revenue well into five figures, with all KPIs significantly improved compared to prior performance. During this period, email revenue contributed to 20% of the total dot com revenue.
Account Results.
+452%
Placed Order rate increase vs previous email revenue.
91%
Email revenue driven by new flows.
+700%
Uplift in email marketing revenue.
Flow results.
Here are some of the highlights of the email flow performance.
Welcome Flow
Open Rate: +78%
Click Rate: +14%
Ordered Product Rate: +9%
Abandoned Cart Flow
Open Rate: +60%
Click Rate: +10%
Ordered Product Rate: +6%
Sample Flow
Open Rate: +67%
Click Rate: +5%
Ordered Product Rate: +4%
Post-purchase Flow
Open Rate: +83%
Click Rate: +4%
Ordered Product Rate: +1%
“From start to finish, Rebecca has been exceptional to work with. Within weeks our email automations in particular have contributed to 20% of our monthly eCommerce revenue.”
Grazzie Wilson
Marketing Director
Ca’ Pietra