Email is still one of the highest-ROI channels in ecommerce. But without proper segmentation, campaigns can hurt more than they help. One brand was blasting its entire list, leading to low engagement and rising unsubscribes.
The Challenge:
The lack of segmentation meant messages weren’t relevant to different customer groups. This lowered open rates, tanked click-throughs, and eroded customer trust.
The Objective:
The brand needed a smarter email strategy that:
-
Segmented audiences by behavior and value
-
Personalized content for relevance
-
Improved deliverability and engagement metrics
-
Increased revenue per campaign send
The Solution:
Domani rebuilt the Klaviyo program with advanced segmentation:
-
Behavioral groups: Segmented by recency, frequency, and monetary value (RFM).
-
Lifecycle flows: Tailored flows for new, at-risk, and loyal customers.
-
Campaign optimization: Refined subject lines, send times, and creative for higher engagement.
-
Deliverability cleanup: Removed disengaged subscribers to protect sender reputation.
The Outcome:
Campaign performance improved dramatically: higher open and click-through rates, lower unsubscribes, and increased revenue per recipient. The brand could now send fewer emails but make more money — with happier subscribers.