Email Replatform: Mailchimp to Klaviyo
While overseeing the management of the email marketing department at Anova Culinary, I recognized an opportunity to utilize Klaviyo’s Shopify integrations, robust segmentation capabilities, and behavioral automations to make a much larger impact on (and contribution to) the company’s bottom line. I aligned with leadership at Anova as well as consultants at Klaviyo, came up with a timeline for execution, and took it upon myself to make a calculated move. It was a hefty undertaking, but the results speak for themselves.
PROJECT SCOPE
Coordinating between internal and external teams to align on needs/goals and if the platform could deliver to our expectations
Migrating and reorganizing all current customer contacts, data, and lists/segments
Rebuilding/reorganizing existing segments and utilizing Klaviyo’s more robust customer data to build new higher-yielding segments
Managing the design team in the creation of a new visual identity for email (new asset library, email templates, etc)
Coordinating and actively running tests with engineering team to ensure all customer data was flowing smoothly from Shopify
Identifying, drafting, and building 5+ automated customer flows most likely to convert to sales based on CDP and CRM
Setting up custom analytics reports to share monthly performance data with the greater leadership team and help inform data-driven decisions for continued refinement of Anova’s email program
CORE RESPONSIBILITIES
Increased email’s contribution to the bottom line from 6.2% to 13.7% of net sales in the first year of implementation — over doubling email’s impact on sales.
Utilizing better segmentation practices led to dramatically increased monthly average open rates and CTR.
Open Rate: 19.6% in 2020 vs 54% in 2021
CTR: 0.8% in 2020 vs 2.4% in 2021
Implemented customer email capture points that increased new email marketing subscribers by over 200% year over year
Newly implemented multi-tier automated marketing flows accounted for ~12% of email conversions while ticking over in the background after being built.
Post-purchase emails for core products boosted sales of the struggling accessories category by 22.3% year over year.
Drastically increased visibility to customer data points, allowing the marketing team to see what types of messaging and content truly resonates with each individual segment of our audience.
PROJECT HIGHLIGHTS