The Modern Letter
JEWELLERY BRAND
Structuring an email strategy on Klaviyo
The brand had an existing but poorly structured email database, with strong potential for reactivation and increased revenue through automated flows.
The main objective was to better segment the audience, structure key journeys, and maximize customer value without over-soliciting.
Mission accomplished
1. Advanced Audience Segmentation
In-depth work was carried out on the database to create truly actionable segmentation:
- Segmentation by customer status: active vs. inactive
- Segmentation by purchase behavior
- Segmentation by customer value (RFM)
- Segmentation by product categories
In total, 15 to 20 dynamic segments were created to adapt messages, offers, and timings.
2. Flow Structuring
The flows were designed as progressive relational journeys, and not as simple commercial reminders.
- Welcome Flow (4 emails): Presentation of the brand universe, values, flagship collections, and encouragement for a first purchase.
- Abandoned Cart & Abandoned Payment Flow (2 emails): Reminders sent at key moments (2h then 24h), highlighting products, reassuring customers, and reminding them of client benefits.
- Post-Purchase Flow (3 emails): Loyalty building, advice, and recommendations for complementary jewelry to increase the average order value.
- Inactive Customer Re-engagement Flow (+180 days – 2 emails): Targeted re-engagement with personalized offers, based on purchase history and viewed categories.
Results obtained in 90 days
≈ €21,000 in total revenue
≈ €5,900 in revenue attributed to email marketing, or nearly 28% of total revenue
Performance breakdown:
- Automated flows generate the majority of email revenue
- Campaigns support key events and sales promotions
- A clear increase in attributed revenue compared to the previous period
This mission transformed an underutilized email base into a structured CRM lever, capable of generating recurring revenue while strengthening customer relationships.
The combination of fine-tuned segmentation + well-orchestrated flows laid a solid foundation for the brand's long-term growth.
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