Love Lemonade
Case Study: Migrating to Klaviyo
Growing from 19.39% in email contribution to 49.48% in just six months, our journey with Lemonade showcases the power of strategic migration, careful warm-up, segmentation, and a tailored campaign approach.
Our Approach
We started with a migration of Lemonade’s client list from Visual Soft to Klaviyo, using Google Tag Manager for seamless integration. Our process has since been used as a model for training purposes at Klaviyo.
A carefully orchestrated warm-up phase was initiated, sending emails in small, controlled batches to nurture the IP reputation. Focusing on Lemonade’s engaged audience became the cornerstone of rebuilding their sender reputation.
We also undertook the task of rekindling engagement with email domains affected by spam traps and reducing Lemonade’s reliance on continuous discounts.
The Brief
Founded in 2007, Lemonade began as a handmade craft store that quickly grew to a one-stop online emporium for all things glitter, crystals, and bling.
But with their email campaigns often flagged as spam, migration to Klaviyo presented an opportunity to revitalise their marketing strategy.
The Outcome
Emails started landing where they should—in inboxes, not spam folders. With a strengthened sender reputation and three new pop-ups, the list started to grow by a monthly average of 23% every month. Accumulated revenue from email marketing soared from 0 to 6 figures in just 4 months.
30%
Contribution to total revenue
29%
Improvement in engagement metrics
9%
Pop up submit rate