COCO SHOP
Originally founded in Antigua in 1949, Coco Shop makes high-quality cotton and linen resort wear in hand-drawn prints. In 2019, Taylor relaunched the heritage brand with updated silhouettes in the same beloved prints that are meant to worn and lived in and loved - on and off the island.
Taylor came to us for help on all email marketing efforts and design. We started with an audit on their Klaviyo account, assessing what to update first and the health of their account. From there, we built out a month by month action plan to redesign, rewrite, and reform all of Coco Shop’s automations, list segmentation and email campaigns.
CASE STUDY FOCUS
EMAIL AUDIT & STRATEGY
We broke this project into three phases: auditing and strategy, optimizing flows and sign up forms & finally campaign execution and templates. To begin, we always jump into a client’s Klaviyo account so we can see what’s going on under the hood, grab baseline stats, and build out our plan from here.
EMAIL FLOW RE-DESIGN
Since they had a few automations already running, we looked closely at the engagement and conversion of these emails. With slight tweaks to the flow logic timing delays and conditional splits, we were able to improve the flow conversions within 30 days. From there, we redesigned and rewrote the emails to the welcome flow & abandoned cart flow. We also updated their sign-up form design and offer with the goal to increase the form submit rate and decrease the number of close outs.
EMAIL CAMPAIGNS & TEMPLATES
With only a few existing templates from old emails, we worked on updating Coco Shop’s email arsenal in Figma for their future use. In addition to designing new email campaign templates, we also wrote and executed 2 monthly campaigns based on our ideas we had pitched to the team when creating & ideating out their new internal marketing calendar.
SEGMENTATION STRATEGY
In the last phase, we built a segmentation strategy that included three different segments of recipients based on engagement. With these dynamic segments, Coco Shop now has a strategy in place to email their most engaged user monthly, 2nd tier bi-monthly and the 3rd tier only key events and sales. With this practice, the goal is to email subscribers based on their behavior with the brand to increase their email engagement.
“We came to Alex to overhaul our email marketing strategy. She remade our Klaviyo email flows, segmented our customers, created easy-to-use email templates, executed multiple campaigns and more. She adjusted her manner of working and workflow to best fit our needs and really listened and partnered with us to find what was best for the business. We've loved working with Alex, look forward to continuing to work with her and think any business would hugely benefit from her expertise!”
TAYLOR SIMMONS, CEO OF COCO SHOP
THE RESULTS
Our client Taylor says it best:
“We came to Alex to overhaul our email marketing strategy. She remade our Klaviyo email flows, segmented our customers, created easy-to-use email templates, executed multiple campaigns and more. She adjusted her manner of working and workflow to best fit our needs and really listened and partnered with us to find what was best for the business. We've loved working with Alex, look forward to continuing to work with her and think any business would hugely benefit from her expertise!”
LET’S START
RESULT DRIVEN DESIGN THAT CONNECTS
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