Company: RHR Pets
Industry: Pet & Animal Supplies
Established: 2002
Challenge: Multi-country expansion & Mailchimp migration
Any business making moves into the global scene understands the key role of marketing in increasing brand recognition and boosting ROI. Email marketing, with its cost-effective charm, is a smart choice for multinational companies. RHR Pets teamed up with Elevate Email to send on-point emails worldwide via Klaviyo. Read more to further explore the challenges we faced and the solutions we brought to the table.
Established in 2002, RHR Pets are pros in crafting top-quality cat trees and scratching posts. After 10 years of success, the owners made a brave decision to expand internationally and it has paid off. Customers are their best reference: nowadays RHR Pets has more than 30.000 online reviews and over 40.000 followers on social media. However, as the company expanded, they also needed to step up their marketing game.
A smooth migration or Goodbye, Mailchimp
When RHR Pets approached us, they were using Mailchimp as their email marketing platform. While our parent agency, Radikal, assisted them in transitioning from Lightspeed to Shopify through API integrations, we initiated the migration process from Mailchimp to Klaviyo.
Switching to Klaviyo might seem like a significant move for companies, but there are clear advantages when choosing Klaviyo over Mailchimp:
- Improved connection with e-commerce data.
- More advanced segmentation – in this case, country- and language-based segmentation were particularly relevant.
- Behavioral-trigger emails with a trigger flow for automated emails.
- Increased flexibility in automated flows and campaigns.
- Additional flow possibilities, such as post-purchase, replenishment flow (for spare parts or maintenance), customer retention, etc.
- Dynamic coupon codes.
- Integration possibilities for reviews and loyalty programs.
- More capabilities for long-term growth.
The migration process was quite some work but hey, it had to be done. And you know what? It went smoothly. Following that success, we began creating visually appealing, conversion-driven emails.
Dutch, Spanish, Finnish - you name it!
The RHR Pets Netherlands account in Klaviyo had been running successfully when the Elevate Email team initiated the adaptation process. In a short period, the original account had to be adapted to 15 countries, ensuring smooth translation into various languages and currencies.
We set up different stores and linked them under one main account. That way we managed to keep a country-specific focus while providing a cross-country strategy. By doing so, we were able to simplify the administration by grouping everything under one main account. No one wants to struggle with the administration, right?
Without a doubt, such a big project might seem frightening because there are many details that you have to pay attention to. For example, in some accounts, only one social media icon was required, while in others three. We took it step-by-step, starting by making changes at the customer level to ensure the segmentation and data migration were in order. The other aspects we needed to ensure were compliant included:
- Multiple domains (making sure they all fall under one dedicated sending domain).
- Multiple campaigns across different countries.
- Product feeds, sign-up forms, and coupons.
- Fonts and brand colors.
Every tiny detail matters to ensure a smooth user experience, right?
Different languages
Klaviyo doesn’t offer automatic email translation for expansion stores yet. Here’s how we tackled it: We created a separate store per language, connected by one “umbrella account”.
It’s just a matter of precision and good communication, really.
Currency question
How to make sure the currency is well adapted to the new accounts?We made sure to use Shopify language tags linked to different stores and use the correct variables.
Now people worldwide can surprise their cats with a tree they’ll love!
It all paid off
Was the effort worth it? Take a look yourself, numbers don’t lie! There’s nothing more rewarding than seeing the analytics graphs go higher and higher every month. The results we saw in the different accounts exceeded the industry benchmarks and thanks to detailed segmentation and appealing messages, we were able to approach the right people without being intrusive. And most importantly, they received the messages with the right language and currency.