Revamping Liam & Company’s Lifecycle Marketing Strategy

The Brand & Their Challenge

Liam & Company, a successful women’s apparel brand located in Ogden, Utah, has expertly navigated some unique growing pains and challenges, continuing to see great growth and raving fans. Recently, they shifted their marketing focus from third-party sites like Jane.com to a direct-to-consumer strategy centered around their website. To optimize their lifecycle marketing, they felt their email and SMS blueprint needed a ‘re-brand’ and suspected they were leaving money on the table.

Identifying Pain Points

One of the primary challenges Liam & Company faced was their segmented use of Klaviyo and Attentive for email marketing. This created confusion regarding which customer segments were being served and which were not, making it difficult to gauge their performance against industry peers and identify gaps in their strategy.

The Need for Optimization

Recognizing these challenges, Liam & Company reached out to us to help audit their approach, uncover ways to increase customer lifetime revenue, and drive higher repeat purchase rates.

The Audit: Key Findings

During our comprehensive audit, several critical issues were identified:

Missing Flows:
- We found several missing email flows that, if implemented, could immediately generate significant new revenue.
Overlapping Messaging:
- There was a high amount of overlapping flows between Klaviyo and Attentive, leading to duplicate messaging and redundant costs.
Neglected Customer Segments:
- Some customer segments were not receiving any messaging at all, which represented missed opportunities for engagement.
Shrinking Customer Lists:
- Their customer lists were shrinking instead of growing, indicating a need for better email and SMS collection strategies.
Optimization Opportunities:
- There was significant room to optimize their email and SMS collection on their website, which would help grow their lists faster.

Our Solution

Streamlining and Simplifying Flows

We began by removing and simplifying some of their core flows, transitioning the majority of their email flows to Klaviyo. This shift was strategic as Klaviyo proved to be more cost-effective per send and per customer order compared to Attentive.

Enhancing SMS Messaging

We leaned heavily into messaging updates in Attentive, particularly focusing on SMS, which drove substantial results, especially in their welcome flows.

Boosting Opt-In Conversion Rates

To increase their opt-in conversion rates, we updated their website’s pop-ups and email collection tactics. This led to a near doubling of their opt-in conversion rates.

Creating New Flows

Several new email flows were introduced, including back-in-stock notifications and a flow designed to convert email-only subscribers into SMS subscribers. Historically, SMS subscribers have proven to be more valuable than email-only subscribers.

Implementing A/B Testing

We also established a new A/B testing structure to provide cleaner results and more confidence in decision-making for the brand.

Customizing Cart Abandonment Flows

By splitting up their cart abandonment flows based on cart value, we introduced more urgency and higher promotions for customers with large cart values. This tactic significantly increased Average Order Value (AOV) and Lifetime Revenue (LTR).

Design Updates

Finally, we conducted a comprehensive design update of their email and SMS flows, focusing on headers, footers, and overall branding to ensure consistency across all communications.

Conclusion

Our comprehensive approach helped Liam & Company optimize their lifecycle marketing strategy, leading to improved performance and higher revenue. If you need assistance with your lifecycle marketing strategy, let us know. We’ve sent millions of emails and text messages across our brands and know what levers to pull to bring in more revenue from your owned audiences.

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