The Modern Letter
HIGH-END JEWELRY BRAND
Structuring a multilingual CRM strategy with Klaviyo
This is an international e-commerce brand, operating in several markets and offering different types of products, with a multilingual customer base.
Before our intervention, Klaviyo was already in use, but the strategy suffered from several limitations:
- a堆积 of flows without a global architecture,
- lack of clear linguistic segmentation,
- risks of duplication and over-solicitation,
- product logic poorly utilized in customer journeys,
- strong dependence on newsletters to generate revenue.
The objective of the mission was to completely restructure the CRM ecosystem.
Mission Objectives
- Audit and correct all existing Klaviyo content
- Design a clear, scalable, and multilingual CRM architecture
- Implement automated flows by language and behavior
- Reduce reliance on one-off campaigns
- Generate measurable and sustainable email revenue
Mission accomplished
1. Full Klaviyo Audit
A comprehensive audit was carried out on the entire account:
- Detailed analysis of existing flows and their KPIs
- Identification of trigger issues, exclusions, and duplicates
- Deliverability analysis, including arrival in the "Promotions" tab on Gmail
- Technical audit (DNS, tracking, integrations)
- Assessment of the actual impact of the weekly newsletter
2. Designing a Multilingual CRM Architecture
The strategy has been rethought around three structural axes:
- Segmentation by language (FR / EN / ES), integrated directly into the triggers
- Segmentation by country, in order to adapt messages and timing
- Behavioral and product type segmentation, to contextualize content
3. Implementation of multilingual flows
The following flows have been created or fully optimized, with complete localization for each language:
- Abandoned Cart Flow: 3 emails per language, including non-logged-in users.
- Initiate Checkout Flow: 2 to 3 emails per language, targeting friction points in the checkout funnel.
- Post-Purchase Flow: 3 emails per language, with product recommendations tailored to the purchase type.
- Reactivation Flow: 2 to 3 emails per language, depending on the duration of inactivity.
Each flow integrates: precise linguistic conditions, intelligent exclusions, and timings adapted to user behavior.
The entire setup has been tested and validated for each language (content, personalization, triggers).
4. Bilingual copywriting and design
The content was written entirely in French, English, and Spanish:
- tone adapted to each audience,
- optimized subject lines to maximize open rates,
- calls-to-action consistent with the customer journey,
- advanced personalization (first name, viewed products, purchase history).
Templates were designed in multilingual versions:
- responsive design,
- product visual integration,
- HTML code optimized for deliverability,
- testing on major email clients (Gmail, Outlook, Apple Mail).
5. Multilingual segmentation
Around 20 dynamic segments have been created, including:
- language (FR / EN) with automatic updates,
- country,
- customer status (active / inactive),
- purchase behavior (recency, frequency, amount),
- type of products purchased.
This segmentation allows for a fine-tuned adaptation of customer journeys and messages based on the customer's actual profile.
Results obtained in 90 days
- Approximately €1.5M in total revenue
- Approximately €300,000 in revenue attributed to email marketing
- Email accounts for nearly 20% of overall revenue
- 383% growth in email revenue compared to the previous period
Performance is based on:
- clear flow structuring,
- well-managed multilingual support,
- better alignment between messages, language, and product type.
This mission illustrates the impact of a structured CRM strategy in an international context.
By integrating language, country, and product type at the core of customer journeys, email marketing becomes a coherent, scalable, and measurable growth driver.
The brand now has a robust Klaviyo architecture, capable of supporting its development across multiple markets, without exclusively relying on ad-hoc campaigns.
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