Nicholas Chachula got his start as a business owner with 9th Letter Press, a wholesaler that provides custom invitations, stationery, labels, coffee mugs, etc. A few years ago, he decided to get into the DTC space by buying iCustomLabel, providing custom products for the home, businesses, weddings, stationery, and more. iCustomLabel is a trusted consumer brand with an aggregate review rating of 4.64 based on 3,216 reviews.
Nicholas could see that he had a loyal following, but he didn’t have such clear insight into how customers were responding to his marketing.
THE PROBLEM
After acquiring iCustomLabel, Nicholas had a marketing agency set up a few Klaviyo flows for him, but he never did any optimization. Nicholas simply didn’t know whether his email performance was good or not.
When Nicholas saw his products in Grid & Pixel graphics, he was intrigued and applied for our beta program. We met for a brief meeting and decided iCustomLabel would be a great fit. Our first step was to conduct a full audit of his Klaviyo account.
THE SOLUTION
The recommendations we made for iCustomLabel fell into two buckets: optimizing existing flows and creating new flows. We A/B tested these recommendations over a 30-day period.
For the existing flows, we added personalized, animated graphics to all emails in the welcome series, abandoned checkout, and abandoned browse flows. We also made sure the destination links went to the optimal places. For example, the abandoned checkout original variant linked back to the product page rather than the checkout page.
For new flows, we added an order replenishment reminder and an abandoned site flow.
THE RESULTS
After 30 days, iCustomLabel’s Klaviyo showed that revenue increased by 26.86%.
No campaigns were sent during this period, so the revenue increase was due entirely to flow performance. While the on-page conversion rate (order rate) increased slightly by 1.96%, the click rate from email flows increased by a whopping 59%, which drove the majority of the revenue gains.
At the individual flow level, this included a 69% increase in click rate vs. the control for the welcome series, a 59% increase in click rate vs. the control for the abandoned checkout flow, and a 16% increase in click rate for the browse abandonment flow.
Welcome Series
Abandoned Checkout
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