Meet shortyLOVE
shortyLOVE is a women’s handbag company started in 2019 by Sloane Grossberg after a 13 year career at Marc Jacobs as design director for bags and accessories. The vision is to create a line of bags for activity-oriented women to use in real life - lots of utility without sacrificing style. The collection is currently comprised of 6 silhouettes in 5 colorways.
Challenge: Targeting customer segments in a structured manner to drive sustainable revenue growth
Sending targeted messages to customer segments based on their purchase, engagement history is a tried and tested strategy to grow your online store revenue however research has shown 73% of ecommerce stores don’t use customer segmentation at all.
Additionally, studies have shown that marketing campaigns sent to segmented customers can result in a 200% increase in conversions.
shortyLOVE knew the importance of customer segmentation and tailoring email marketing campaigns and flows to their customer segments. Specifically, they wanted to leverage customer segmentation based on purchase history to drive product upsells and build customer loyalty.
Solution: Segments analyzed shortyLOVE’s Shopify data to provide optimal marketing flows to deliver the right message at the right time to the right customer
Using the Segments app direct sync with their email marketing platform of choice, Klaviyo, shortyLOVE synced all 12 sections of the lifecycle grid and went live with email marketing flows against 10 of them.
Each flow had emails evenly spaced over the duration of that segment time period such that they deliver an email every 7 to 10 days, and shortyLOVE aligned the email content to the segment audience (e.g., loyals received more in-depth design insight, while new sign-ups and one timers received more sales led emails).
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Following the sync and aligning their email marketing flows to rely on Segments customer data, email marketing revenue for shortyLOVE increased 400% quarter on quarter and continues to grow each month showcasing the simplicity with which customer segmentation can help drive sustainable revenue growth for eCommerce stores.
Want to learn more about Segments and how our 50+ prebuilt customer segments, lifecycle grid and product journey maps can help drive long term, sustainable growth for your Shopify store? Get in touch today.
