Last month, we stepped away from our screens and into the soil, co-hosting a terrarium-making VIP workshop with Klaviyo. Joined by our special guests from Boodles, iCandy, Meaco and Alex Monroe, we mixed creativity with conversation - digging into the real challenges (pun intended) that brands are facing around growth through email and SMS marketing. And what became clear is that, no matter if you’re selling jewellery, prams, or dehumidifiers, the challenge is the same: finding customers and pulling them through the funnel isn’t easy or predictable. Here were some of the top topics that cropped up…
1. Personalisation & segmentation
Every brand agreed: the batch-and-blast approach is outdated. Customers expect tailored, relevant messages - and inbox competition has never been fiercer, with over 80% of marketers relying on email. Segmentation is the starting line for growth. By dividing lists by demographics, behaviour, or lifecycle stage, brands can:
Increase open and click rates by making content relevant.
Protect deliverability and sender reputation by avoiding spam complaints.
Create experiences that nurture new subscribers into loyal repeat buyers.
Done right, segmentation powers personalisation: emails and SMS messages that reflect where each customer is in their journey. Whether it’s a first-time buyer, a loyal VIP, or someone who just abandoned a cart, segmentation ensures every message feels intentional and valuable. And it doesn’t need to be complex to start - simple segments like engaged in the last 30/60/90 days can deliver immediate improvements. From there, predictive analytics and dynamic content blocks take things to the next level.
Sometimes, though, it’s not about the data alone - it’s about understanding customer behaviour in context. Take iCandy: bold “hero” colours at the top of the funnel (like their Brat Green pram inspired by Charli XCX’s Brat Summer) attract huge attention. But when it comes to purchase, most customers still choose core colours like grey or black. The lesson? Your hero product doesn’t have to be your bestseller - but it can still drive awareness and funnel entry.
You can read Klaviyo’s in-depth guide on personalisation and segmentation here.
2. Pairing digital with IRL events
One theme that came up again and again: events remain powerful sales drivers. For iCandy, it’s baby shows. For Boodles, it’s partnerships with Cheltenham Racecourse and Chelsea Flower Show, plus intimate gatherings that bring their “super customers” together. These real-life experiences create a sense of connection that no online ad can replicate. Seeing a favourite piece worn in person or test-driving a product at an event makes the brand feel alive and memorable.
But the real magic happens when events are paired with digital channels - from building anticipation with save-the-dates and VIP invites, to sharing highlights during the event, and following up afterwards with personalised offers or curated content. For example:
Send exclusive SMS reminders to make sure VIPs don’t miss a show or private preview.
Use email recaps to share event photos, behind-the-scenes stories, or styling inspiration.
Follow up with personalised product recommendations, tailored to what guests engaged with in person.
The combination of digital and IRL keeps the momentum alive, turning a one-off moment into a longer-term relationship and measurable revenue growth.
3. Migrating to Klaviyo
Finally, migration came up again and again. Some brands are already on Klaviyo, others are mid-process, and some are stuck in contracts with alternative platforms. However, the upsides of using Klaviyo was clear, with the brands currently using Klaviyo stating that:
They now have native ecommerce integrations (Shopify, Magento, etc.) that surface real-time purchase and browsing data.
They are making use of predictive analytics like CLV and churn-risk, to focus resources where they’ll make the most impact.
Email, CMS and SMS are now under one roof, making customer journeys seamless and reporting unified.
For brands stuck in contracts, a phased approach works best:
Start by capturing data and consent in Klaviyo.
Build out flows in the background.
Warm engaged segments with small campaigns.
Fully migrate once lists are clean and contracts allow.
You can read Klaviyo's guide to migration here.
Want to grow your email & SMS channels? Let’s talk.
If you’re an ecommerce brand grappling with personalisation, exploring SMS, or considering a migration to Klaviyo, we’d love to help. We’re lucky to have an in-house Klaviyo expert - one of just a handful of official Klaviyo Community Champions in the UK. That means we’re uniquely placed to support you with:
Audits of your current email & SMS setup.
Migration planning from other ESPs like Dotdigital or Mailchimp.
Segmentation and personalisation strategies to lift engagement and revenue.
Practical tips on flows, reporting, and integrations.
Get in touch with us today to book a chat - whether you’re already on Klaviyo or just considering the move. Let’s make your retention marketing as alive and thriving as our terrariums! 🌱
I’m a Klaviyo Expert, skilled in email strategy, life-cycle processes and database growth. I am a 2025 Klaviyo Champion (returning for my 2nd year!), meaning I have access to more resources, and can assist with those tricky Klaviyo questions over on the Klaviyo Community.
