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Boodles: Maximising email marketing success with Klaviyo
The Story So Far
Boodles, a renowned luxury jewellery brand, are a long-term client of Unified on Shopify. They recently sought to enhance their email marketing strategy to better engage customers and drive sales. Despite already having Klaviyo implemented, the brand felt that they wasn’t leveraging the platform's full potential - a very common challenge for many brands, particularly within the premium and luxury space. Email revenue contribution was significantly below industry benchmarks, highlighting the need for a more strategic approach. Unified stepped in to provide expertise, aligning Boodles’ online and offline customer experiences and setting them up for ongoing success.
The Challenge
Boodles faced several challenges with their email marketing strategy. Most urgently, they were missing out on key flows to communicate their story and drive engagement. Their previous email setup had generated only a fraction of the industry benchmark potential in revenue and sales. Email should typically contribute 25% of revenue. Additionally, the unique nature of the premium jewellery customer journey required a tailored strategy. The brand required email flows for wish list reminders, browse abandonment, and engagement ring marketing that aligned with customer behaviours. Furthermore, their sales and customer care teams needed better synchronisation with online triggers to ensure personalised follow-ups. Unified’s goal was not only to address these immediate gaps, but also to establish a scalable strategy for long-term success.
The Approach
Unified began with a thorough audit of Boodles' existing Klaviyo setup to identify gaps and opportunities. Victoria ap Gwynedd is our in-house Klaviyo expert and is also one of Klaviyo’s chosen ambassadors. Vic has ample experience in the creating email flow strategies for luxury jewellery brands, and this played a key role in designing a tailored approach. Understanding the customer journey was central to the strategy, focusing on triggers such as product views, wish list activity, and cart abandonment. Webhooks were implemented to notify the sales team of key customer actions, enabling seamless follow-ups. Key flows, including 'Drop a Hint,' wish list reminders, and post-purchase cross-sell emails, were introduced. Integration across teams and alignment with brand goals, such as driving engagement ring sales, ensured a consistent approach across all customer touchpoints. Collaboration between customer care, sales, and marketing teams was a cornerstone of this unified strategy.
Client Quote
“AWAITING QUOTE FROM LAURA OR VIC'
Laura Edwards, Digital Marketing Manager - Boodles
The Solution
Our initial step was conducting an in-depth audit of Boodles’ Klaviyo account. This analysis uncovered critical gaps, including missing automated flows, underutilised customer segmentation, and a lack of integration between online customer behaviours and follow-up processes from customer care.
Following the audit, we crafted a strategic roadmap to address these shortcomings. Key focus areas included enhancing customer engagement through well-timed, data-driven flows, optimising communication touchpoints, and ensuring alignment with brand goals. Particular attention was given to driving growth in engagement ring sales, a high-value segment for the brand. Collaboration and team alignment were essential components of the plan. Sales, marketing, and customer care teams were brought together, fostering a shared understanding of objectives and ensuring cohesive efforts towards increasing online sales, with a focus on engagement rings.
The success of this project was rooted in Vic’s expertise and her understanding of the nuanced customer journey within the luxury jewellery sector. Her ability to blend compelling storytelling with data-driven decision-making proved invaluable. The flows she designed felt highly personal while maintaining alignment with the brand’s refined customer experience, ensuring every interaction resonated with Boodles' discerning clientele.
The Results
The results of the collaboration were transformative. Open rates increased to 80%, especially in engagement ring-focused emails, reflecting the audience's interest in the personalised approach. Wish list and browse abandonment flows led to higher re-engagement rates, while the alignment between teams significantly improved the overall customer journey. Integration across web and email marketing channels ensured smoother processes and better outcomes. While post-purchase flows are yet to launch, the groundwork has been laid for ongoing success.
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