My SM Wardrobe is the sister shop to SM Wardrobe, a successful wholesale clothing brand that has been growing a loyal customer base for more than 10 years. My SM Wardrobe was created to give those loyal customers a direct line to purchasing its fun, unique clothes. But, it also meant developing and executing a new marketing strategy for direct-to-consumer.
The DTC brand just launched last year, so the team was looking for an innovative way to boost traffic and sales.
THE PROBLEM
My SM Wardrobe Owner and Founder Kelsey Barlow knew that email marketing was crucial to acquiring new customers and retaining existing purchasers, but she simply didn’t have the time to execute the strategy she wanted. “I just don’t have the bandwidth to design emails,” she told us, explaining that her team was incredibly lean and little time was available for email marketing optimization.
Kelsey needed a quick way to make beautiful email designs so that she could build out a stronger marketing automation strategy on the limited bandwidth she had.
THE SOLUTION
Our recommendations were simple:
- Increase campaign frequency: Campaigns could be set up in seconds with Grid & Pixel’s personalized graphics and animations, making it easy to keep My SM Wardrobe’s list engaged with more content.
- Set up an Abandoned Checkout flow: My SM Wardrobe didn’t have an Abandoned Checkout flow set up, which is a must-have flow. Customers who reach checkout are extremely high-intent, so it’s important to follow up with them soon after they abandon checkout to recoup revenue.
- Switch customer engagement platforms: We recommended that My SM Wardrobe move to Klaviyo, which had more optimized automation capabilities.
My SM Wardrobe quickly went to work and adopted all of our recommendations. First, they switched over to Klaviyo for their customer engagement platform. Then, knowing they were about to increase campaign frequency and site traffic, they immediately set up an Abandoned Checkout flow so they could automate additional touchpoints with high-intent browsers.
And, over the course of six weeks, My SM Wardrobe sent seven campaigns for promotional sales. All of those campaigns featured personalized, animated graphics that were customized to My SM Wardrobe’s brand colors and product catalog.
Kelsey and her team were able to make meaningful changes swiftly thanks to the lightning-fast implementation of Grid & Pixel’s graphics. With a simple copy-and-paste into Klaviyo, her team could set up a promotional campaign or abandoned cart emails in a matter of seconds.
THE RESULTS
After six weeks, the results were clear: Their subscribers were loving the fun, personalized graphics in their inboxes. The email content was just as unique and creative as the brand itself, and the increase in site traffic proved that.
In that six-week span of time, My SM Wardrobe sent seven promotional campaigns to all its users. The average click rate on those emails was 2.75%, which is a 112% increase in click rate compared to similar previous campaigns. For some campaigns, the increase was as high as 208%.
“Since working with Grid & Pixel, we had our best day of sales since launching the site,” Kelsey said.
Want to see similar results for your marketing campaigns? Click here to download Grid & Pixel’s Shopify app and get started today.
