Company: Serax

Industry: Designer Homewear

Established: 1986

Challenge: Nurturing & personalization

Luxury is a lifestyle. When it comes to luxury brands, email communications usually take a more nurturing angle. To build long-lasting customer relationships, rather than pushing a hard sell, through well-designed Klaviyo emails, they reached out to us.

Serax, a Belgian brand, has been creating stylish home design pieces for almost 40 years. Now famous for its timeless designs, they collaborate with various designers on a global stage. For Serax, customer experience is a top priority, and email marketing is a channel that can help make it seamless and spark something even bigger.

Personalization and impeccable design

For Serax, a company specializing in designer homeware, effective branding is crucial. Adopting a minimalistic approach with high-quality images and recognizable fonts, we ensured our email designs aligned seamlessly with Serax's branding and maintained a consistent tone. The design simplicity we used in the emails also translated to the simplicity of the sending frequency, respecting the customers and avoiding bombarding them with unnecessary communication.

Building long-lasting customer relationships requires personalized communication, increasing customer engagement. Implementing effective personalization strategies to reach desired results was necessary, such as including recipients' names and sending (pre)birthday emails. Spotlighting Serax EU's registry feature, we also encouraged customers to create birthday wishlists, making their experience even better. Moreover, we added communications that nurture customers after the purchase, such as care guides and thank you emails.Taking all these steps helped us guarantee Serax that their customers receive emails seamlessly, engaging in a positive and personalized interaction.

 

Different Accounts, Same Dedication

Serax trusted us to manage emails for both their Serax EU and Serax US websites. It took a great deal of precision to make sure that all the links and the spelling were adapted correctly. In the EU account, we also created flows in four different languages, allowing the recipients to have the best experience. Once both accounts were live we also started managing emails of Serax’s daughter company Valerie Objects. 

Results

When creating nurturing emails, the long-term goal is establishing lasting customer relationships. But how do you know that the strategy is working well? We followed up closely on the intermediate results, especially focusing on the open and click-through rates. Monthly growth reports help us stay in the loop and constantly improve the rates. Watching the numbers rise, we know that we are on the right track and that the receivers are actually interested in Serax's emails.