EMAIL CAMPAIGN
Product Launch
In the wake of the pandemic, Elizabeth & Clarke (E&C), traditionally known for its smart office wear for women, pivoted to meet the new demands of their customer base. The launch of the "All Hours Collection," a line of stylish, affordable, and Unstainable work from home pajamas, presented an exciting challenge. Tasked with introducing this collection to past customers, the campaign marked E&C's inaugural venture with Klaviyo, transitioning from Mailchimp.

30.21% OR

Open rate BENCHMARK: 21.4%

47.63% CTOR

click to open BENCHMARK: 13.5%

$1.40 RPR

revenue per recipient BENCHMARK: $0.19

The OBJECTIVe
  • ▪︎ Migration to Klaviyo: This campaign was E&C's first foray into utilizing Klaviyo, necessitating a strategic approach to leverage its advanced features.
  • ▪︎ Creative Direction: Taking the lead on design before onboarding a copywriter, ensuring the visual narrative aligned with the brand's ethos and the collection's appeal.

The CHALLENGE
This required a seamless migration to Klaviyo, creating a campaign that not only highlighted the product's unique value but also encouraged purchases through strategic promotion. The primary goal was to effectively showcase the new pajama collection to E&C's existing customer base, driving engagement and sales.

ROLES
  • ▪︎ Strategist: Guided the campaign's direction, focusing on leveraging Klaviyo's capabilities to enhance customer engagement.
  • ▪︎ Designer: Crafted visually compelling emails incorporating animated GIFs and responsive design, setting the stage for an immersive customer experience.
  • ▪︎ Developer: Implemented custom typefaces with fallback stacks, ensuring brand consistency across various email clients, including Outlook-specific conditional content.
  • ▪︎ Analyst: Closely monitored campaign metrics to gauge performance and guide future strategies.
Features
▪︎ Utilized animated GIFs to showcase the pajamas in a dynamic, engaging manner.
▪︎ Employed Outlook conditional content to optimize viewing experiences across email clients.
▪︎ Ensured emails were responsive, adapting seamlessly to different devices.
▪︎ Integrated custom typefaces, enhancing brand identity, with a fallback font stack to maintain visual integrity.
▪︎ Conducted thorough testing with Litmus to ensure compatibility and performance.
▪︎ Achieved 100% live text for accessibility and SEO benefits.
▪︎ Incorporated rollover images and buttons to elevate the interactivity of the campaign.
Execution
Launched a meticulously crafted email campaign targeting E&C's past customers. The initial email highlighted the Unstainable pajamas, followed by a strategic promotion offering a 10% savings for customers purchasing a set. This two-pronged approach balanced product education with an enticing offer to stimulate interest and drive sales. While specific performance metrics are not available, this strategic initiative significantly streamlined Persona Talent's lead management process. The automation of lead scoring and personalized email marketing campaigns allowed for more efficient allocation of resources, ensuring that the sales team focused their efforts on engaging with highly qualified leads.
Lessons Learned
The success of this campaign illuminated several key insights, including the importance of a seamless migration to new marketing platforms, the power of integrating design and technology, and the value of strategic promotions. Future initiatives will build on these learnings, further refining targeting and personalization techniques to continue elevating customer engagement and sales performance.
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