Spicy Wear
Women’s Lingerie and Apparel
Spicy Wear was generating traffic through Instagram and TikTok but lacked a robust email retention system, missing significant opportunities to drive sales and nurture customer relationships. They faced several issues:
Our first priority was addressing Spicy Wear’s disorganized segmentation. We established 30, 60, 90, and 180-day engaged segments to focus campaigns on active, engaged users. By removing over 4,000 inactive contacts, we lowered Klaviyo costs and increased deliverability. This tighter, more relevant segmentation ensured that every email sent reached customers most likely to engage, improving open and click rates across the board.
We set up a branded sending domain within Klaviyo, attaching it to shared IP pools to improve sender reputation. The key to building this reputation was consistently sending high-quality emails. To do this effectively, we implemented the eight essential Klaviyo flows:
Each of these flows was customized to align with Spicy Wear’s brand identity. As we ramped up flow usage, deliverability rates improved significantly, resulting in more emails reaching the inbox.
We optimized the pop-up form using a micro-commitment strategy, which more than doubled the conversion rate. Disabling the double opt-in further reduced friction, and we introduced a subflow—a sunset flow within the welcome series to manage inactive subscribers and maintain a clean, engaged list. This allowed customers to access their discount code immediately, improving their user experience and driving conversions.
After optimizing the pop-up form, we focused on the welcome series, knowing this flow would be key to converting new subscribers into paying customers. Through continuous A/B testing, we refined the first email to be clear, concise, and visually appealing. These changes resulted in a 5.4x increase in revenue from the welcome flow alone.
Armed with a refined ICP and brand messaging from our research phase, we developed a new campaign strategy for Spicy Wear. Increasing the email frequency to three campaigns per week, we struck a balance between nurturing content and promotional offers, following a 5:1 ratio—five nurturing emails for every promotional one. This strategy kept customers engaged without overwhelming them with sales messages. Each email felt intentional, delivering value and building trust before asking for a sale. As a result, promotional emails saw higher conversion rates, and campaigns overall became a key revenue driver.
Continuous A/B testing of subject lines, content formats, and sending times ensured we maximized engagement, with well-timed, relevant campaigns that resonated with Spicy Wear’s audience.
Behind the scenes, we implemented several technical improvements to enhance the overall efficiency of Spicy Wear’s email marketing. These included:
These technical adjustments ensured that every email sent by Spicy Wear was highly targeted, relevant, and impactful. The result was not just improved engagement but more efficient marketing overall.
By addressing segmentation, automation, list growth, and technical optimization, we transformed Spicy Wear’s email marketing into a key revenue-driving channel. The results speak for themselves—more engagement, higher conversion rates, and a significant return on investment. This is the power of data-driven, targeted email marketing when executed with expertise and precision.