The Modern Letter
E-COMMERCE BRAND – SUMMER ACCESSORIES
Structuring a Klaviyo Email Strategy
The brand operates in a highly seasonal market, with traffic and sales peaks concentrated over a short period.
The main challenge was to structure an email marketing channel capable of performing quickly, while laying solid foundations for subsequent seasons, including internationally.
Before the intervention, email marketing was not utilized as a structured lever: little automation, limited segmentation, and no tailored journeys for different customer and visitor profiles.
Objectives
- Structure a comprehensive email marketing strategy on Klaviyo
- Maximize conversion during the summer period
- Automate key customer journeys to capture value in a short time
- Prepare a multilingual strategy, especially in English
- Create a usable CRM base for the long term despite seasonality
Mission accomplished
1. Technical Setup and Klaviyo Foundations
Complete Klaviyo environment setup:
- Connection and synchronization with Shopify
- DNS configuration and sending domain validation
- Advanced tracking implementation
- Deliverability tests and technical optimization
The goal was to ensure a healthy, reliable, and high-performing foundation from launch.
2. Flow Structuring
- Welcome flow: A sequence of 2 to 4 emails to introduce the brand, highlight key products, and encourage the first purchase.
- Abandoned cart: 2 to 3 follow-up emails, focusing on reassurance, product availability, and urgency.
- Abandoned checkout: A short, direct sequence to capture hot leads.
- Birthday flow: Light relational activation, designed to generate repeat purchases outside of peak periods.
- Post-purchase upsell flow: A 2-email sequence aimed at increasing customer value after the first order.
- Reactivation flow: A 2 to 3-email journey to re-engage inactive customers between seasons.
3. Setting up a pop-up
Creation of a pop-up, aligned with the brand's visual identity:
- Simple capture form (first name + email)
- Precise display rule settings
- Desktop and mobile testing
- Direct connection with the English welcome flow
This pop-up played a key role in the rapid capture of international leads during the season.
4. Audience segmentation
Structuring of approximately 25 strategic segments, including:
- Customer status (active / inactive)
- Purchasing behaviors
- Customer value (RFM)
- Product preferences
- Geographic segmentation
- Segmentation by language and navigation URL
These segments made it possible to prioritize the most profitable audiences and adapt messages according to markets.
5. Multilingual deployment
Implementation of a dedicated email strategy for international audiences:
- Email copywriting and integration in English
- Language detection and automatic segmentation
- Connection between the English pop-up and corresponding flows
- Adaptation of content to cultural context and market expectations
Results obtained in 90 days
Over the analyzed period:
≈ €146,000 in total revenue
≈ €39,000 in revenue attributed to email marketing
Email accounts for nearly 27% of overall revenue.
Automated flows generate a significant portion of email revenue, confirming the relevance of an automation-oriented strategy in a seasonal market.
This case study illustrates the importance of establishing a solid CRM structure, even for businesses highly dependent on seasonality.
Email marketing thus becomes a lever capable of quickly capturing demand, while preparing for future seasons through a segmented, qualified, and multilingual database.
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