Company: Brunott Juwelier

Industry: Jewelry

Established: 1900

Challenge: Flow-campaign balance & extra integrations

Brunott Juwelier is a family business that has been part of Rotterdam’s history since 1922. Despite an old history, the communication of the business keeps up with the times. To reach out to clients and establish long-lasting relationships efficiently, Brunott Juwelier decided to join forces with us and start sending sophisticated and personalized emails via Klaviyo.

Jonas Smets, a managing director at Brunott is a person of passion. He puts his heart and soul into the business, and we were happy to help translate this love and dedication into the emails Brunott sends out. When we first met, we were positively surprised by the owner’s energy and readiness to achieve great results together.

We started by mapping out the strategy to get the best results out of this process. It was important to get to know Jonas and his business closer, to fully feel the values of the business and how they want to be perceived by the customers. Relevance in email marketing plays a crucial role, not only when it comes to the topic and timing, but also the tone of voice, design, and approach. After defining the level of personalization (a bit more on that later), the best possible segmentation, and the sending structure, a sound plan was created.

Make Experience Even Better (Loyalty & Review flows)

Brunott, known for selling the finest jewelry, prioritizes personalized customer experiences to distinguish itself from competitors. By including the recipient’s first name, birthday greetings, and personalized product recommendations in the emails, we elevated the engagement. We proposed integrating Reviews.io and Influence.io platforms with the Shopify store to increase customer interactions. While Radikal, our parent agency, installed these integrations, we set up segments for additional email flows:

1. Leave a review with links to Reviews.io.
2. Loyalty Points Reminder: Tailored segments reminded clients of accumulated points and showcased corresponding rewards.
3. Near-to-next-tier: Encouraging clients to make conversions for the next loyalty program level.

Thanks to implementing Reviews.io and Influence.io to the Klaviyo flows, the experience instantly became more personal and engaging for the customers. What also contributed to the impressive results were, without a doubt, attention to detail and constant testing: from subject lines to time delays. It’s never too much testing!

Brand identity in the digital experience

At Elevate Email we take care not only of the flows but also of email campaigns. Our biggest priorities when creating campaigns are relevance, personalization, and design consistency. The creative part of email campaigns is always exciting and we enjoy doing copywriting and design for our clients. With Brunott we made sure to keep a respectful elegant tone of voice and sleek design to translate the brand identity into the emails. Brunott’s email campaign calendar has now three main topics:

• Brand/product spotlight: bringing a certain collection or a piece of jewelry to the prospect’s attention;
• Top topicals: tailoring content to a special date (Mother's Day, Blue Monday, Singles Day, etc.);
• Company announcements: sales, promotions, and other updates.

Creating campaigns can be fun but it’s important to keep in mind the final goal: good results. That’s why we made sure to A/B test the sending time to find the best-performing one and kept track of analytics to make those well-desired clicks and conversions skyrocket.

Results

After a couple of months, our efforts paid off and the analytics dashboard pleasantly surprised us with great numbers. From that moment, the Brunott account has shown steady growth. Now the analytics numbers exceed the industry benchmarks, showing a campaign click rate difference of 8.08%, a flows click rate of 5.45%, and a conversion rate difference of 1.15%. Moreover, the new emails related to the reviews.io and influence.io integration show impressive responses, too, showing an average click rate of 9.5%. But the sky is the limit! We continue our testing and will make sure to elevate these results even more in the future.