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Improving email strategy to enhance engagement and yield higher returns from email campaigns.



Increase in direct revenue from Klaviyo

The Challenge

Penelopetom, having made strides in establishing an email database, sought ways to improve their email strategy, aiming to enhance engagement and yield higher returns from their email campaigns. Additionally, they aimed to shift the source of online orders, prioritising their website as a primary income provider compared to other marketplaces, which at that time constituted approximately 2-3% of the total monthly revenue. Given the initial months of our partnership coincided with Q4, a crucial gifting period, swift action was important to capitalise on the seasonal opportunities.

Key Marketing Challenges

Strengthening Website Positioning

Despite offering a plethora of outstanding products, Penelopetom’s online sales predominantly originated from marketplaces such as NOTH and Etsy.

Low Engagement from Emails

Despite possessing a reasonably sized database, high bounce and spam rates hindered effective engagement.

Expanding Sales Beyond Key Gifting Periods

Noteworthy fluctuations in sales occurred outside peak gifting periods.

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Services Provided


Our Strategy

Email was performing, but not to its fullest. Email marketing is one of the quickest ways to encourage people back to the site to make a purchase and grow online sales. So getting new flows and automations in line with best practices and updating the email templates was a key part of the early strategy.

Evolving Email Marketing: Focused efforts on optimizing email flows and rejuvenating email templates through Klaviyo to enhance engagement.

Strengthening SEO: Identifying strong KW opportunities and the optimisation of key pages across the site were actioned to make swift moves in increasing traffic to the site.

Widening the Audience: Devised strategies for paid media and organic campaigns to broaden reach and prevent audience exhaustion.

Bringing Campaigns to Life

Our experts worked with the Penelopetom team to develop a strategy that would deepen their online presence and drive engagement through the site.

  1. Building the Foundations – Undertaking audits across both email & SEO, looking at competitors, UX and design to plan for Q4 and into 2024.
  2. Updating Email Touchpoints – A key consideration was moving cart abandonment and sign up forms into Klaviyo, whilst creating a welcome series &  relevant automations to trigger engagement & conversions using pre-structured flows.
  3. Mastering the Monthly Email – Developing a strategy to connect with their audience on the latest products, promotions & business updates. Nurturing customers each month with regular content once they have subscribed.
  4. Increasing your Ecommerce Conversion Rate – Audits suggested there was work to be done in improving the conversion rate across the site.

Ensuring Success

Best-practice is a key consideration at every stage of our campaigns. Here are a few of the ways we ensured the Organic Social campaign could achieve success:

Balance of Messaging

Creating a delicate balance between lifestyle and product messaging is important in fostering engagement from the Peneloptom audience. Speaking to their audience in a language that is relatable and much less sales and product focused is key to improving engagement metrics.


A site’s user journey leaves a lasting impact, and with search engines prioritising mobile-friendliness, it is vital that there is no barrier to conversion on any device.

Aligned Channels

With email and SEO working together to build awareness and engagement, thorough keyword research can inform the content of both channels, leading to reduced bounce rates and boosted search engine positions.

The Results

We pride ourselves on working exhaustively to a set of clearly defined values. These values are established and delivered by our passionate team in every aspect of the work we do, allowing us to achieve the results we strive for. If you want to learn how we can help you reach new peaks, fill out the contact form below!


Additional search term visibility within five months


Increase in average email open rate


Increase in direct revenue from Klaviyo

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