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Ehrman Tapestry: Klaviyo Implementation
The Story So Far
For over 40 years, Ehrman Tapestry has been at the forefront of revolutionizing the traditional craft of needlework by commissioning some of the world’s leading textile designers, who continuously introduce new colours, patterns, and ideas. Initially established as a family-run craft store on London’s Fulham Road in Chelsea in 1978, Ehrman began showcasing the work of graduates from prestigious art institutions like the Royal College of Art and Central St Martins. The brand has since expanded to offer a vast product portfolio of knitting kits, wallpapers, fabrics and needlepoint kits. Ehrman's reach now extends globally, and we have been working closely with the brand on their ecommerce initiatives in order to support them in further growing their business online.
The Challenge
Ehrman Tapestry are reliant upon their loyal customer base to submit repeat orders. Therefore, email marketing is an important strategy for the business. However, prior to us undertaking this project, Ehrman had no segmentation of their database, which meant that all customers were receiving the same standard email. As Ehrman Tapestry have many different types of product, there was a huge opportunity for segmentation of their database.
Another challenge was the lack of reporting their marketing team were able to generate from the email marketing channel, which was causing uncertainty surrounding specific marketing decisions. Their internal comms also needed some work, as there was no set process in terms of an email marketing strategy, and internal training was required in order to educate the team further.
The Approach
We carried out an initial email audit in order to assess and analyse how we could properly segment the existing customer database into specific groups dependent on psychographics and past purchasing behaviours.
Once we had these segmentations figured out, we knew it made sense to implement Klaviyo as their new email marketing platform, due to Klaviyo’s capabilities surrounding email segmentation and automated campaigns.
We then put together a strategic plan of campaigns and content to get Ehrman Tapestry started with their new email marketing approach. This included setting up the initial email flows and campaigns and beginning to report on our findings.
Client Quote
“The migration to Klaviyo was easy and each stage was overseen by Unified. Switching platform made an immediate impact to our email campaigns - higher delivery rate, more sign-ups and more revenue."
Jack Ehrman, CEO - Ehrman Tapestry
The Soution
As part of the overarching email marketing strategy, a discount code was set up in order to encourage new customers to sign up and purchase their first orders.
The email templates themselves were designed with the same strong user experience as the Ehrman Tapestry site, with easily shoppable products which take the user to the specific product on the site.
Ehrman Tapestry has been a long-standing client of Unified for many years, so it was an absolute pleasure to work with them on this recent innovation.
Implementing new tools and technologies can be transformational for many ecommerce businesses, and this case study is the perfect example. However, new implementations and strategies can often feel daunting for ecommerce teams, so we aim to make the journey as smooth and frictionless as possible.
Ehrman Tapestry now have a new email tool in the form of Klaviyo. Not to mention their watertight email marketing strategy, which is now complete with beautifully designed newsletter templates and segmented campaigns that we're confident will just continue to improve these already impressive results.
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