The Challenge: Unlocking the Potential of Email Marketing
Rehaus, a luxury marketplace for pre-owned designer furniture, had a loyal customer base but was struggling to convert email into a significant revenue driver. Their existing email setup on Mailchimp was generating just 2-3% of monthly revenue (excluding the Welcome Series), leaving substantial untapped potential.
They needed a more advanced strategy that would engage their audience at key moments and drive conversions with precision.
How We Solved It: A Data-Driven Approach
Rehaus partnered with Retention Machine to overhaul their email marketing, implementing automation, advanced segmentation, and a personalised approach.
Seamless Migration to Klaviyo
We moved Rehaus from Mailchimp to Klaviyo, unlocking advanced segmentation, performance tracking, and automation features.
Targeted Segmentation & Personalisation
By leveraging Klaviyo’s robust segmentation capabilities, we divided Rehaus' audience into highly specific groups based on purchase history, browsing behaviour, and engagement levels. This allowed us to:
- Send highly relevant content that resonated with different customer segments.
- Identify high-intent customers and prioritise them for conversion-driven campaigns.
- Adjust messaging and timing dynamically based on real-time customer interactions.
Strategic Email Automation
We introduced high-converting automated flows designed to engage customers at the right time, using personalised content and optimised wait times:
- Abandoned Checkout Flow: Reminding shoppers of their abandoned carts with dynamic product recommendations and strategic follow-ups.
- Browse Abandonment Flow: Encouraging browsers to return with reminders of previously viewed products and tailored messaging.
- Post-Purchase Follow-Ups: Strengthening customer retention with targeted upsell and cross-sell opportunities.
- Enhanced Welcome Series: Nurturing new subscribers into first-time buyers with a structured sequence based on engagement levels.
Optimised Campaign Strategy
We developed data-driven campaigns to consistently engage and convert subscribers, ensuring each email delivered value.
On-Brand Email Design Overhaul
Prior to working with us, Rehaus' emails lacked cohesion. We redesigned them to align with their luxury aesthetic:
- Sleek, modern layouts that improved readability and engagement.
- Premium typography and imagery reflecting their high-end offerings.
- Consistent brand colours and styling for a seamless customer experience.
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The Results: A Game-Changer for Rehaus
The transformation was immediate. Email is now one of the most profitable channels for Rehaus:
- Email revenue contribution grew from low single digits to nearly 40%.
- Newsletters now account for 30% of total email revenue, while automated flows drive the remaining 70%, making automation the dominant revenue driver.
- Automation-driven revenue saw significant growth:
- Abandoned Checkout Flow: A leading revenue driver with a sharp increase in conversions.
- Browse Abandonment Flow: More than doubled its previous impact.
- Welcome Series: Higher engagement and first-time buyer conversions.
- Post-Purchase Follow-Up: Stronger retention and repeat purchases.
Before moving to Klaviyo and working with Retention Machine, most of Rehaus' campaigns on Mailchimp generated zero revenue, with poor open and click rates. The shift to a data-driven, automation-led approach turned email into a revenue-generating powerhouse.
Final Thoughts
Rehaus’ success highlights the power of a structured email marketing strategy. By transitioning to Klaviyo and leveraging automation, targeted segmentation, and on-brand design, Retention Machine helped Rehaus unlock their full email revenue potential.
If you're looking to scale revenue through email marketing, get in touch with us today.
