Company: Sienna Goodies

Industry: Fashion Retail

Established: 2005

Challenge: Conversion-focused emails




Sienna Goodies has been part of the Belgian fashion scene for almost 20 years, becoming an important part of Antwerp. Started with a small store in the city center, they now have four physical stores in different locations. Just like their clothes, they're not into playing it safe and it reflects in their marketing too. Sienna Goodies picked Elevate Email to show their values in the Klaviyo emails, all aimed at boosting sales. Keep reading to see how it worked for them.

Bright colors, memorable prints, and exceptional quality – Sienna Goodies is cherished in the Belgian (and, more recently, Dutch) fashion scene. Because of their recent growth, it was only natural for them to start exploring email communication to grow even more. For fashion brands in general, email marketing is essential to grab attention and build brand awareness. Not to mention, it helps brands share new products, promote deals, boost sales, make their brand stand out, and stay directly in touch with the audience in the fast-paced world of fashion.

When Sienna Goodies first approached us, their primary goal was clear: to increase conversions through emails. Thanks to working with a platform like Klaviyo, designing emails, conducting A/B testing, and gaining detailed insights into analytics became easy. Working in Klaviyo allowed us to make data-based decisions to improve the results. Here's exactly what we did.

Email Marketing in Style

For us, working with fashion is an experience we enjoy a lot. Every industry has nuances that need to be considered, so we had to follow certain rules here. In any email, images and copy play an important role in click and conversion rates, but especially in the fashion industry. We made sure to use images that best capture Sienna Goodies' style and values, attracting recipients to click through. Here are additional tips to improve the conversions of a fashion brand's emails:

  • Have a well-balanced combination of automated flow emails and campaigns.
  • Highlight special offers and sales in your campaigns.
  • Make personalized product suggestions in cross-sell emails.
  • Include reviews and user-generated content (UGC).
  • Make constant improvements based on analytics and A/B test results.

    Following these steps, we also created a content plan for campaigns to announce sales and offers, special events (e.g., shops open on Sundays), or spotlight a specific product or collection. All the emails followed Sienna Goodies' branding and tone of voice

    Let it Flow

    For Sienna Goodies, we decided to keep the automated flows to the necessary minimum, while focusing on maintaining a high level of personalization (using first name, birthday wishes, personal recommendations, etc.) and balancing it out with campaigns. That way, we set up an elaborate Welcome Flow with a discount coupon inside, a personalized Birthday Flow to boost customer appreciation, an Abandoned Cart, and an Abandoned Checkout flows to drive those much-desired conversions.

    In terms of campaigns, we proposed a consistent posting schedule to maintain the relationship with the subscribed (and more importantly, recently engaged) profiles. To make sure we only send to the interested customers, we created a segment of profiles who engaged in the last 180 days and provided a clear unsubscribe link in the emails - way to avoid the spam folder, yay! As a result, Sienna Goodies now informs clients about upcoming sales and promotions, suggests collections, and sends Christmas wishes through stylish and captivating emails.

    Test, Update, Repeat

    When setting up automated flows, we made sure to incorporate A/B testing whenever possible to assess the optimal sending time and subject lines for the best performance. After a certain amount of time (we avoid hasty conclusions), we choose the path with the best results, and so it goes on. Thanks to the new Klaviyo interface, it’s possible to see the email performance right in the flow. We love working with Klaviyo for its simplicity and detailed analytics.

    Speaking of analytics, in Klaviyo you can track data in real time, view customized reports, and compare your results with the industry numbers. And bonus: there are even predictive analytics to forecast the activity and spending of every profile. So easy to gain all the possible insights to optimize your strategy!

     

    Fashionable Email Marketing

    Email Marketing for fashion brands is a must! There are different strategies based on the USPs and the identity of your brand, but some things are necessary for success: high-quality images, personalized content, and a well-balanced combination of flows and campaigns. And then just wait for your conversions to skyrocket!

    Increased Conversions

    How can you determine if your conversion numbers are increasing due to your email marketing efforts?

    Simply check the Klaviyo dashboard to see the Attributed Conversions and compare the numbers over the chosen time. Voila!

    Promised? Delivered.

    Sienna Goodies aimed to drive more conversions from their email marketing efforts. When we started this project, we committed to giving our best and now we can proudly say that the promise was delivered. Of course, it’s a continuous journey with its ups and downs but we can definitely say that we reached the set objectives. Why ups and downs? Market changes and so do the preferences. That’s why we consistently monitor those changes and regularly have meetings with the Sienna Goodies team to implement improvements and think up new strategies.

    Results in detail: Currently more than 15.000 euros are attributed to the email marketing at Sienna Goodies. The top-performing flows are Welcome Flow and Abandoned Checkout with 42% and 37.8% unique opens respectively. The Customer Winback flow also performs well, showing more than 20 customers placing orders after being inactive for a long time. All flows have 0% spam complaints. As compared to benchmarks, most of the flows perform excellently, having an average bounce rate of 0.17% and a click rate of 2.23%. The campaigns also show excellent deliverability as well as an Open Rate (45.5%) and Click Rate (2.1%).

     

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