Clothing Industry Case Study

About The Client

They were an apparel brand that uses what they call “conversation-starting” prints depicting pop culture references in their clothing as their unique selling proposition.

The brand’s owner approached Kairos when Mailchimp and Shopify broke off their partnership agreement and it was no longer possible to integrate the apps nor transfer data between them. At the time, they were using Mailchimp, so they began looking for a new email marketing platform to transfer their data.

They found Flowium through Google when they were looking for content on Klaviyo.

Impressed by our expertise of Klaviyo, They initially reached out to ask for technical support with the platform but stayed for almost 2 years now for elite email marketing strategies.

Industry

CLOTHING

SErvices

Email marketing strategy

Campaign setup

Flow automation setup

opt-in form setup

Platforms

CHALLENGE

SOLUTION

WINS

Average revenue from email - 55.3%, benchmark – 30%

They started out with no revenue coming from email at all. After we’ve set up flows and then started implementing campaigns, the revenue began to grow progressively.

The highest mark we’ve reached so far is 72% of total revenue coming solely from email (flows+campaigns) – compared to the industry benchmark of 30%.

Average CTR — 1.9%, industry average is between 1.5%-2.5%

The industry benchmark for the click-through rate is between 1.5% (proficient) and 2.5% (great). The highest CTR we’ve been able to reach with this client so far is 4.5%. The lowest CTR is 1.8%, which is still within the industry benchmark for “proficient” results.

The main issue for this brand was that they didn’t have the bandwidth for and technical expertise in running email marketing for their business.

Before Kairos stepped in, they sent, as they described, “basic run-of-the-mill emails that probably 90% of the brands do”.

They wanted to become a bigger, more recognisable brand that’s part of the “higher upper echelon of brands that have a strong email marketing game”.

One specific requirement was to avoid discounts as they wanted to position themselves as a no-discount brand.

Average Open Rate – 22.6%

The highest open rate we’ve been able to reach with them so far is 36.8%, with the industry average falling between 15% and 25%.

Client’s Goals

Strengthening the connection with their audience by engaging them outside of the regular sales emails

Getting the look and feel of the website down in their emails to stand out in their customers’ inboxes

Building an elite email marketing strategy, uncovering ”the true scale of email marketing”

Growing their brand and expanding their customer base through email

Migrating from Mailchimp to Klaviyo

Setting up essential flows – welcome, browse, cart abandonment

Cleaning their list – keeping the engaged subscribers and suppressing the free riders

Continuing to improve and optimize the performance of flows and campaigns through A/B testing and trying out new strategies

Setting up advanced flows to convert customers into 2-time buyers (cross-sell, back in stock, a re-engagement win-back strategy)

Building an email marketing strategy around their rewards program (including birthday rewards)

Ramping up personalisation – developing advanced segmentation based on their audience’s interests and product preferences, setting up personalised pop-ups based on their buying behaviour.