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Messaging built around each customer's wedding date

Birdy Grey's email spoke differently to brides at each stage of planning: Klaviyo-attributed revenue up 34% and flow revenue up 60% year over year.

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Bridesmaids in Birdy Grey dresses in pastel coloursBirdy Grey bridesmaid dresses and fabric swatches
Case study

Birdy Grey

Birdy Grey's email spoke differently to brides at each stage of planning: Klaviyo-attributed revenue up 34% and flow revenue up 60% year over year.

Duration
Q3
Focus
Email, Segmentation, Bridal apparel

Services used

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YoY Klaviyo-attributed revenue
+34%
YoY flow revenue
+60%
Revenue per recipient in flows
+25%
YoY share of total revenue from email
+11%

Overview

Ahead of Q4, Birdy Grey wanted email to drive more first purchases from a large prospect audience.

The challenge

Customers at different stages of wedding planning needed different messages, not one generic stream.

Solution & strategy

  • New sign-up initiatives that grew active profiles by double digits.
  • Flows rewritten with seasonal context and more personal messaging.
  • New segments based on behaviour and wedding timeline.
  • A creative refresh focused on inspiration, product education and clear calls to action.

Results achieved

A bride six months out and one six weeks out need different emails. Matching message to timeline lifted engagement and turned automations into the main growth driver. Figures are reported from the email and SMS platform (mainly Klaviyo) for the period stated.

  • Klaviyo-attributed revenue up 34% and flow revenue up 60% year over year.
  • Revenue per recipient in flows up 25%.
  • Email's share of total revenue up 11% year over year.

Proof & creative

Bridesmaids in Birdy Grey dresses in pastel colours
Birdy Grey bridesmaid dresses and fabric swatches
The work.
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