The Modern Letter
E-COMMERCE BRAND WOOCOMMERCE – MEN'S LEATHER GOODS
Structuring and deploying a Klaviyo email strategy
This is an e-commerce brand specializing in men's apparel and leather goods, using WooCommerce as its CMS and Klaviyo as its CRM tool.
The brand had an existing contact base, partly from a migration from a previous tool, but email marketing was not yet structured as a full-fledged sales channel.
Automations were limited, segmentation was underutilized, and performance was difficult to measure.
The objective of the mission was to establish a clear, measurable, and conversion-oriented email infrastructure, adapted to WooCommerce, while ensuring a gradual ramp-up.
Objectives
- Ensure reliable Klaviyo configuration on WooCommerce
- Structure key customer lifecycle automations
- Implement actionable advanced segmentation
- Improve conversion and customer lifetime value
- Generate revenue attributable to email marketing
Mission accomplished
1. Technical setup
A comprehensive audit of the existing Klaviyo setup was conducted, followed by the following actions:
- Optimization of deliverability settings
- Configuration of triggers and sending conditions
- Implementation of advanced WooCommerce × Klaviyo tracking
- Structuring of key events in the purchasing journey
- Creation of a consistent and traceable customer journey
Objective: to have a reliable and exploitable technical foundation for the long term.
2. Flow creation
- Abandoned Cart Flow: A sequence of 3 emails sent 2 hours, 24 hours, and 48 hours after abandonment to recover purchase intent.
- Abandoned Checkout Flow: Similar logic, targeting customers who exited the checkout funnel.
- Welcome Flow: A series of 4 emails introducing the brand, its values, flagship products, and encouraging a first purchase.
- Post-Purchase Flow: A sequence of 3 emails designed to suggest complementary products and reinforce engagement after an order.
- Reactivation Flow: 3 emails for customers inactive for more than 180 days, with a progressive and personalized approach.
3. Pop-up setup
- Design aligned with the brand's premium and masculine identity
- Integration of the email capture form
- Configuration of display rules (timing, pages, devices)
- Testing on desktop and mobile
The pop-up is the main entry point for the CRM strategy.
4. Advanced Segmentation
Analysis of the existing database and creation of approximately 20 dynamic segments, including:
- Customer status (active/inactive)
- Purchase behavior
- Customer value (RFM)
- Product preferences (textiles, accessories, leather goods)
- Geographic segmentation
These segments are directly used in flows to improve message relevance.
5. Drafting, design, and technical integration
- Complete email copywriting for all flows
- Tone adapted to a male audience, product and quality-oriented
- Subject lines optimized for open rates
- Creation of templates respecting visual identity
- Responsive desktop and mobile design
- Integration of product visuals
-Dynamic variables (first name, products viewed, purchase history)
- Code optimization for maximum deliverability
Results obtained in 90 days
Around €28,000 in total revenue
Around €8,400 in revenue attributed to email marketing
Email accounts for nearly 30% of overall revenue
+136% growth in total revenue compared to the previous period
Nearly 90% of email revenue is generated by automated flows.
Top performing flows
- Welcome flow: Around €4,300 generated, with high value per recipient.
- Product view flow: Significant contribution to intermediate purchase intentions.
- Abandoned checkout flow: Very high value per contact, despite a controlled volume.
- Abandoned cart flow: Stable and progressive performance.
Pop-up performance
- About 9,500 forms viewed
- About 330 registrations
- Completion rate over 3%, above e-commerce benchmarks
- Approximately €10,000 in revenue generated by captured leads
This mission demonstrates that a well-structured email strategy can become a major growth driver, even on WooCommerce, when the technical foundation, automations, and segmentation are correctly implemented.
Email marketing proves to be a profitable, measurable, and sustainable channel, capable of supporting brand growth without relying solely on paid acquisition.
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