The Problem
To spread word about weekly new arrivals, the client did their best to manually create and send “new arrival” campaigns every week. Consistency was difficult because of the time commitment and every email was sent to all subscribers resulting in 9% average open rates, 2% average CTR, and a 5% unsubscribe rate.
The Solution
Klaviyo has no direct functionality to automate such a process so we found a way using the available tools:
Targeting New Arrivals With a Custom Shopify Collection
- Created a new custom collection with Shopify integration to target newly released items (within 7 days) that are still in stock and set that up as a product feed in Klaviyo
Building a Custom Subscriber Preferences Page
- Created a fully customizable preferences page with options for all subscribers and integrated that page in place of default preferences and opt-out pages
Personalizing Every New Arrivals Email
- Built a fully dynamic email based on the custom “new arrivals” collection in Shopify and customized data to enable priority personalization of products shown to each individual subscriber based on their past purchases and website activity
Automating Sends With a Custom Flow and Date Trigger
- Added a custom flow to create the new “email opt-in date” property for all contacts because standard date property flow triggers wouldn’t be capable of repeating the automation
- Used the custom “email opt-in date” property as a date property flow trigger and utilized monthly repeat functionality of Klaviyo (normally used for things like monthly subscription reminders) to automatically trigger the fully-dynamic new arrivals emails to customers 1-4 times monthly based on their preferences
The Results
In the first month of activation, the New Arrivals automation helped total revenue increase +118% YoY. It has added $395k additional revenue in the first 12 months. Open rate increased +222%. CTR increased +151%, and unsubscribe rate decreased 60%.
“Disruptive Advertising implements superior marketing campaigns that generate real results and exceed expectations. The team’s methodical and innovative approach keeps us ahead of competition, on track to hit goals, and always one step ahead of industry changes. Their diverse expertise supports a productive long-term partnership.” — NeeSee’s Dresses Boutique