Data-Rich Email Program

The Solution

Labyrinth Digital identified a need to establish a consistent, data-driven, and sustainable communications strategy built on a robust email platform.

First, we migrated HEX from MailChimp to the more CRM-like Klaviyo ecosystem so we could better track customer behavior and tailor the email experience to their actions and history.

HEX previously had no lifecycle-based messages, so we started by building essential multi-touch automated flows (including a segmented welcome series, browse abandonment campaigns, and an abandoned cart series) to enhance short-term engagement and conversion. We then worked to create long-term engagement and loyalty through a win-back sequence, a re-engagement series, post-purchase triggers, and a cross-sell touch that encouraged re-orders and subscriptions.

Previously, HEX sent email newsletters intermittently and consistently provided large discounts. Labyrinth established a content calendar to create a more balanced and sustainable promotion strategy. Using a wider variety of email content spurred the growth of product subscriptions (a valuable recurring revenue source) and drove larger basket sizes.