Email Marketing
Email Campaign Automation
Project Overview
Email marketing is a vital tool in increasing conversions, and remarketing to loyal customers. In this project, I created automated email campaigns using Klayvio for a mock retail business, resulting in significant improvements in customer lifetime value and abandoned cart rates.
Objectives
The primary objectives for this email campaign were:
- Reduce cart abandonment
Use audience segmentation and automation to send follow up emails to cart abandoners with reminders and promotions.
- Improve customer lifetime value
Encourage repeat purchases by sending targeted upselling/cross selling emails to specific audiences (e.g. people who have bought a certain product).
- Promote a new product line
Create a series of product launch emails to build anticipation, promote the products keys features, and offer early bird discounts to a segmented audience.
- Increase email open rate
Optimise subject lines and headers using methods such as A/B testing to improve the low email open rate.
Client
I created a mock client scenario, detailing the business, product offering, target audience, brand voice, business goals and current challenges.
The client is Trailblazer Outdoor Gear, mid-sized e-commerce business specializing in high-quality, sustainable outdoor equipment and apparel. While they have seen steady growth through large retail partnerships, they are looking to expand direct-to-consumer business through improved email marketing.
- Target Audience
- Primary: Outdoor enthusiasts aged 25-45, environmentally conscious, middle to upper-middle income.
- Secondary: First-time campers/hikers looking for reliable gear, typically urban dwellers aged 22-35.
- Brand Voice & Personality
- Characteristics: Authentic, sustainable-minded, adventure-promoting, community-focused
- Communication Style: Clear, concise information with a touch of outdoor enthusiasm and occasional humour
- Visual Identity: Earthy colour palette (forest greens, mountain blues, clay reds), real outdoor photography, minimal design. Preference for mobile-optimized designs (68% of traffic is mobile)
- Current Challenges
- Basic email automation (order confirmation only)
- Inconsistent email engagement (open rates averaging 12%)
- High cart abandonment rate (76%)
- Limited customer retention after first purchase
- Seasonal sales fluctuations with significant dips in winter months
Approach
- Klayvio Campaign Setup
Designed and structured email marketing campaigns using Klayvio, integrating the client’s Shopify data for behavioural tracking and audience segmentation.
- Automated Email flows
Built automated flows for welcome series, cart abandonment, post-purchase follow-ups, and win-back campaigns.
- A/B testing subject lines & email copy
A/B tested subject lines and cart abandonment email layouts to optimise click-to-open rates using compelling copy and design variations.
- Performance Tracking & Reporting
Monitored key metrics: open rates, click-through rates, cart abandonment recovery, and customer lifetime value (CLTV). Setup monthly reporting for key metrics.
I’ve added a few highlights from the projects here. To dive deeper into my email campaign strategy (including persona mapping, A/B test plans, and Klaviyo flow wireframes), grab the slide deck below. Because sometimes the how is just as exciting as the what!
Abandoned Cart Automated Flow
Welcome Email Version A
Conclusion
This project highlights how email automation and audience segmentation can address key e-commerce challenges.
I learned how to build automated email flows, configure A/B tests, build audience segments and integrate Shopify data using Klayvio.
Project Information
Clients: Trailblazer Outdoor Gear
Categories: E-Commerce
Services: Email Campaign
Tools: Klayvio
Date: January 30th 2025
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