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How Ugmonk combined the power of Klaviyo with the expertise of Brand Growth Experts to experience a 796% combined return on investment
Ugmonk, a lifestyle brand centered around the founder's love for typography and minimalist design, switched to Klaviyo to take advantage of the ability to create high-powered, automated email campaigns based on customer customer behavior and purchase activity.
Before switching to Klaviyo and working with Brand Growth Experts, Ugmonk’s email marketing strategy was based on monthly "batch-and-blast" newsletter and product announcement emails from Mailchimp. They did not segment their customer list or have the capability to personalize their message.
“ We were targeting everyone in the same way, which is pretty ineffective when you realize not everyone should get the same message,” said Jeff Sheldon, founder and designer.
The lack of segmentation and automation prior to working with Klaviyo and Brand Growth Experts meant they were severely underutilizing email as growth channel. Only relying on monthly newsletter blasts hurt their potential revenue opportunities and prohibited the creation of a deeper, more meaningful connection with the Ugmonk community.
Jeff knew it was time make email a more prominent channel that would increase sales and let him apply that personal touch that is so important to his brand. Shortly after the integration of Klaviyo, and working with Brand Growth Experts to build and manage their email strategy, they saw incredible results.
Klaviyo & Brand Growth Experts Results
Jeff knew it was time make email a more prominent channel that would increase sales and let him apply that personal touch that is so important to his brand. Shortly after the integration of Klaviyo, and working with Brand Growth Experts to build and manage their email strategy, they saw incredible results.
Ugmonk analyzed their current abandoned cart recovery sequence - a simple one-email campaign - and realized how poorly it was performing. They immediately set up an on-going and highly-segmented abandoned cart recovery sequence with messaging and offers, resulting in an incredible 24%+ recovery rate.
After their initial success, Ugmonk got to work creating more highly-segmented and customized campaigns based on customer traits and how those customers behaved on the site. They created campaigns to respond to specific customer behavior, including products visited, number of purchases over time, total revenue generated, and others. Using Klaviyo's email tags, and the massive store of customer data that Klaviyo was collecting, they were able to create that personalized brand experience that they really desired.
“Now that Klaviyo is implemented and customer segments are set up we’re able to see who is coming to the site, what products they are viewing, or if they got to the checkout page and still didn’t didn’t complete a purchase. Now we can specifically target those people and send them relevant, customized emails at the right time. "
The biggest challenge Ugmonk faced was the time it took to learn how to segment customers and respond to a customer behavior properly. They knew it was important, but they didn’t know where to start or how to do it well. On top of that, they were having a hard time implementing the right sequences that automated the work, so that they didn’t have to keep manually sending follow-up emails to each customer segment.
Brand Growth Experts kicked off by implementing a successful lead capture strategy to build their list, dramatically increasing the number of potential customers they could convert through their follow-up sequences. They then created an email marketing foundation built on segmentation, personalization, and automation that helped Ugmonk take their email as total revenue from 8% to over 22%, while the business continued to grow.
“We have a lot more email automation, things like abandoned cart sequences and welcome, or indoctrination, sequences. We’re now tying up a lot of the loose ends that had existed over the course of the last 6 years of the business, especially with people that are close to purchasing. What we’ve done with Brand Growth Experts is built the business from the inside out and making it happen automatically. "
Combining Klaviyo’s segmentation and automation power with Brand Growth Experts’ ability to create and manage a successful ecommerce email marketing strategy had an immediate, and long-lasting impact on Jeff’s business. Klaviyo is now one the most important marketing tools that Ugmonk relies on to increase revenue and connect on a personal level with their “raving fans.”
Powering up Ugmonk
Ugmonk went from time-consuming, unsegmented, poorly tracked, and low revenue-generating email campaigns to having a powerfully automated machine that connects with people and drives his business’ growth.
Going forward, Ugmonk plans to continue creating more automated sequences based on customer and visitor behavior so that they can capture every last dollar that could be leaking from their site.