Mylands
Klaviyo email optimisation Case Study
Project Overview.
I started working with the Mylands team in late 2023 as an eCommerce consultant. Recognising the opportunity in DTC, they brought me on board to guide them on their new journey. During this time, I supported them in enhancing their eCommerce growth and retention strategies, delving into the data to uncover opportunities and helping them achieve record YoY revenue growth.
One of the primary areas of focus was their email marketing channel. Their use of Klaviyo was underutilised, and they lacked a clear strategy. The project involved developing a comprehensive email marketing plan to drive channel growth and boost both AOV and customer retention rates.
The Struggle.
Following a comprehensive audit of their Klaviyo account, I identified significant gaps in their existing strategy and uncovered a substantial opportunity to optimise it for greater channel growth.
Mylands’ customers were not receiving personalised email communications at key stages of their journey, resulting in missed opportunities to build meaningful connections and inspire customer loyalty for repeat purchases.
Additionally, with a lean team, they lacked the time and expertise to set up automated flows that could generate revenue in the background, enabling the brand to concentrate on other areas of the DTC business.
The Strategy.
By combining the brand’s customer data with insights from the broader eCommerce strategy I helped the brand create, I took a holistic approach to the entire customer journey, pinpointing key moments when email communication was essential. This allowed me to identify clear opportunities for optimisation, ensuring the channel could be fully maximised.
The new and improved email strategy focused on data clean-up, improvements to lead capture, brand education, impactful visuals, personalisation and establishing Mylands as a leader in their category. All this was designed to increase engagement and create stronger customer relationships. The result? +40% YoY growth.
The Success.
Results are between January and July 2024.
69% of email revenue was driven by flows.
+40%
YTD uplift in email marketing revenue vs 2023.
+14%
Improvement in email deliverability.
+29%
Open Rate improvement.
+64%
Click Rate improvement.
Flow results
A number of new automated email flows were created within the brands’ Klaviyo account. Here are a few of the highlights…
Welcome Flow
Open Rate: +47%
Click Rate: +4%
Placed Order Rate: +1%
Abandoned Cart Flow
Open Rate: +57%
Click Rate: +7%
Placed Order Rate: +6%
Abandoned Browse Flow
Open Rate: +54%
Click Rate: +9%
Placed Order Rate: +2%
Post-Purchase Flow
Open Rate: +57%
Click Rate: +4%
Ordered Product Rate: +2%
“Rebecca’s expertise helped us enhance our customer journey, creating immediate growth for the business along with long term value.”
Head of Marketing
Mylands