Case Study
&Daughter
email marketing optimisation and data cleaning
About the brand
&Daughter is a family-owned luxury knitwear brand that prides itself on the skill and knowledge passed down by generations, to create the highest quality and desirable knitwear garments. The brand originally engaged our services in the Summer of 2024, to conduct a Klaviyo audit and general health check of their email marketing account.
This case study demonstrates how we partnered with &Daughter to clean their email list, implement new workflows, and optimise their email automation strategy to significantly increase engagement and deliverability in the lead-up to the busy festive period.
The APPROACH
Through a detailed Klaviyo audit, we identified key areas to address, including spam data, limited segmentation, and deliverability issues. Our strategy focused on three main phases:
data clean
Implemented a sunset flow to remove unengaged subscribers, and reduced costs while improving deliverability.
flow optimisation
Updated abandoned browser and post-purchase flows, ensuring valuable follow-ups with refreshed templates.
Segmentation
Created tailored segments, updated forms to capture subscriber preferences, and supported targeted and personalised email campaigns.
The Results
- Increased the Welcome Series open rate by 366%
- Increased automation CTR by +1000%
- Reduce the spam rate to zero
- Reduce Klaviyo costs by 15%
