Increase revenue with fewer emails
Generated by Klaviyo AI
DKNY improved email performance by reducing generic send volume and personalizing automations by channel. The brand now routes subscribers into distinct welcome flows for in-store and online sign-ups, contributing to 30% of Klaviyo-attributed value from automated flows.
- Problem with over-sending: DKNY’s large subscriber base was receiving frequent, general campaigns that generated relatively low Klaviyo-attributed revenue compared to list size.
- Channel-specific personalization: AM Retail Group reworked DKNY’s welcome automation so in-store sign-ups receive an in-store-only discount barcode, while online sign-ups receive an ecommerce discount code.
- API-powered data flow: In-store email sign-ups are passed into Klaviyo via API, ensuring new contacts immediately enter the correct welcome flow based on their acquisition channel.
- Impact on KAV: After implementing personalized automations, DKNY now drives 30% of its Klaviyo-attributed value from automated flows.
- Replicable approach: The DKNY example illustrates how other businesses can use Klaviyo automations and channel-based personalization to send fewer, more targeted messages.
DKNY is designer Donna Karan’s love letter to New York street style—or “the energy, the colors, the collision of personalities and styles from all over the world that give New York its heart and soul,” as she puts it.
Founded in 1989 with a denim focus, the brand has grown into a household name in fashion. Today, DKNY sells an eclectic, always-changing array of apparel, accessories, and shoes online and in brick-and-mortar stores.
But recently, DKNY had a huge opportunity to improve their email efficiency.
The brand had a massive subscriber base, but their revenue driven by Klaviyo (Klaviyo-attributed value, or KAV) was relatively low compared to their list size.
DKNY had been sending general, frequent campaigns, and they felt like they were oversaturating their audience with messages, according to Griffin Hawkinson, director of CRM and loyalty at AM Retail Group, who manages lifecycle marketing for DKNY.
Use channel personalization to grow KAV
AM Retail Group wanted to cut down DKNY’s send volume and take a more personalized approach. One way they did this was by fine-tuning their welcome email automation.
Now, when someone signs up for email at check-out in a brick-and-mortar store, the contact gets added to Klaviyo via API, and their first welcome flow email includes an in-store-only discount barcode—incentivizing them to buy again from the same retail channel.
If someone signs up online, on the other hand, they go down a different branch of the flow—and get an ecommerce discount code in their first email.
Now, the brand drives 30% of KAV from automated flows.
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