How Personalised Emails More than Doubled Revenue & Repeat Purchases.

THE CHALLENGE

SHAWS faced a significant challenge with a high customer churn rate. Over 50% of customers only made one purchase and never returned. Additionally, 23% of the customer database was unengaged with email communications. Our task was clear: we needed to develop a strategy to nurture new users from the moment of acquisition, as well as re-engage lapsed customers, ensuring they remained connected and active with the brand.

OUR STRATEGY

The first step was to analyse email lists and data in Klaviyo. This gave us great insights into buyer behaviour and enabled us to create a retention strategy that focused on personalised email marketing automation and campaigns. Our email approach was built on three key tactics:

User retention after acquisition: By using information collected through zero-party and first-party data, we segmented and customised our email flows according to each user’s preferences. In addition, we based every email interaction on customer information, such as purchasing habits or product preferences.
Retaining a loyal community: Strengthening relationships with loyal customers is as important as acquiring new ones. We created advanced email automation flows aimed at building long-term engagement. We used customer data as a tool to connect with them, such as sending personalised emails during their birthday month, offering exclusive gifts, or enrolling them into a replenishment flow to send timely reminders to restock their favourite products. By making customers feel valued and anticipating their needs, we reinforced brand loyalty, and kept them engaged over time.
Re-engaging inactive users: When user engagement slows down, don’t throw in the towel - instead, you should plan to win them back! And that’s exactly what we did. We identified unengaged users and enrolled them into an automated email flow that was designed to convert churned customers into repeat SHAWS customers.

INNOVATION USED

Advanced Marketing Automation

Our strategy wasn’t focused on short-term gains. We didn’t rely solely on the pre-purchase journey or Klaviyo’s basic flow templates to increase sales. Instead, we combined zero-party data, historical customer data, and predictive analytics to build advanced customer segments. These segments were key for creating unique, personalised flows tailored to each customer, with the goal of retaining them and achieving long-term business success.

Additionally, we developed an effective strategy that addressed both engaged and unengaged customers, categorising and nurturing them through the appropriate customer journey using property update automation.

BUSINESS GROWTH

Over a 6-month period, SHAWS saw its email revenue grow by 122% year over year. Additionally, repeat purchases surged by an impressive 149% YoY, reflecting our emphasis on customer loyalty and retention. Finally, we successfully re-engaged 39% of previously unengaged, potentially churned customers, bringing a significant portion of our customer base back into action..

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Re-Engagement Rate

What our clients say

Don’t just take
our word for it

"Since partnering with Wolfgang a year ago, their team has played a key role in boosting our online visibility. What stands out most is the strong partnership we’ve developed, allowing the Shaws team and Wolfgang team to seamlessly align our digital marketing strategies with our key business objectives. A great example of this is their work on customer retention through email automation, which mirrors the personal customer service we provide in our retail stores by fostering customer loyalty.”

MP

Monika Podsadna

Shaws Department Stores, eCommerce Manager

Selected work