The Cover Shop

The Cover Shop’s retention system was underperforming across the board with deliverability suffering from unrefined segmentation, thin and outdated flows with no abandon cart or post-purchase LTV strategy, old visual design and in-consistent non-sale campaign planning.

• Unorganised segmentation -- Deliverability suffered due to general account optimisations and their segmentation process for general campaign sending
• Bare bones flow set-up -- All existing flows only included one or two follow ups at most, templates that weren’t touched for years, and a lack of abandon cart flows or dynamic content was hindering chances of success
• Outdated visual design -- All emails maintained the same visual design since day one with high resolution images clipping emails
• Post purchase flows weren’t increasing LTV -- The pre-existing post purchase flows existed to provide the customer with direct care instructions only, with no strategy to increase a customers life time value (LTV)
• Chaotic non-sale period campaign planning -- The team had difficulty with original and compelling campaign strategies during non-promotional periods, finding it hard to maintain a consistency of sends
• Under-performing opt-in -- Existing email capture methods on their website were clunky and hard to find which reflected in the slow list growth

We overhauled their Klaviyo account from the ground up, refining segmentation and delivery, redesigning the visual identity, full flow suite and strategy from scratch, establishing a consistent campaign cadence all turning email into a genuine growth and retention channel.

• Optimised segmentation -- Created new list segments to improve deliverability, conjoined with a new sunset flow for better long-term automated list quality refinement
• Re-built their visual design philosophy -- We re-designed their campaign and flow emails, balancing between form (their existing branding and visual styling) and function (conversion and retention focused). All originally designed and built overtime, developing a library of repeatable templates
• Re-built their email flow system -- From scratch we built eight flows [Welcome Flow, Browse Abandon, Cart Abandon, Checkout Abandon, Post-Purchase, Review Request, Winback, Sunset] with a 3-5 email sequence each, strategically planned with an understanding of their existing Shopify and Klaviyo analytics and customer profile. Each flow plays it’s own individual role in the conversion and retention funnel
• Begun a regular campaign cadence -- Built a campaign sending strategy informed by customer pain points and highlights from analysing Google and Shopify data, alongside regular promotional periods
• Re-built on-site email capture -- Built new on-site email capture using the same initial offer, trialling unique capture methods
• Set-up new review capture -- In-built new review capture integrations to plug into the email flows to assist both accessibility on emails, and build verified reviews per product for both Shopify and Google use