How Custom Ink Uses Klaviyo to Make Smart and Agile Marketing Decisions

Fast-growing brands often find themselves needing a better way to store and access data so they can more easily use it to make smart marketing decisions fast. 

Custom Ink, a Virginia-based global leader in customized apparel and accessories, is an example of a company that faced this common challenge. 

With more than $300 million in annual revenue, Custom Ink serves customers like businesses and schools via an online store and through several brick-and-mortar stores across the country. 

This rapidly growing brand wanted to make smarter, more agile, and timely marketing decisions, so its email team needed to find a way to more effectively store and access its customer data. What’s more, they needed an easy way to create and deliver the types of email marketing experiences their customers would enjoy—and they needed to do this at scale. 

Allyson Ayers, email marketing manager and 15-year employee at Custom Ink, spoke about why the brand sought a new marketing automation platform, why it selected Klaviyo, and how Klaviyo has helped Custom Ink solve these particular challenges.

 

Read the Case Study

 

In my conversation with Allyson, she shared a few things about Klaviyo that stood out to her in particular: how easy the integration process was, how simple the system is for her team to use, how clearly they can see the impact of their email marketing strategies, and how the tool can scale with Custom Ink as the brand continues to grow.

Read on to learn more about Allyson’s thoughts on these factors.

 

Why Custom Ink says integrating its direct ecommerce platform with Klaviyo was easy

Like many large, complex businesses, Custom Ink built its own ecommerce platform that’s customized to its needs.

Because of this, though, Allyson said the brand was worried the integration process might be lengthy and expensive. But to her surprise, it wasn’t.

“Walid [Bendris, a success engineer at Klaviyo] showed us how much easier and more impactful our email marketing could be with Klaviyo’s APIs. They’re easy to customize. In fact, he took a snippet of code from Klaviyo’s documentation, used it in a test account, and showed us a live example. We were very excited about how this could help fuel our email marketing strategies. And we were surprised at how quickly it could be set up to push data, dynamically populate our emails, and instantaneously show us our metrics,” Allyson said.

 

"We were surprised at how quickly it [Klaviyo's API] could be set up to push data, dynamically populate our emails, and instantaneously show us our metrics."

Allyson Ayers, email marketing manager, Custom Ink

 

Why Custom Ink sought an easy-to-use system with stellar customer service 

Once Custom Ink’s email marketing team was up and running on Klaviyo, Allyson said they found the system easy to use.  

“We had someone join our email marketing team who didn’t have any prior experience with email marketing. Within two weeks of her start date, she was able to launch campaigns thanks to Klaviyo’s comprehensive help center, user-friendly interface, and intuitive design,” Allyson said.

Aside from implementing a new marketing automation platform that was easy to use, Allyson says stellar customer support was one of Custom Ink’s top priorities. 

“Having a dedicated contact for our onboarding process was essential in helping us successfully get up and running with our new marketing automation platform. Our contact was knowledgeable, thoughtful, patient, and super responsive to all of our many questions. I also knew I could call our account manager whenever we had an issue and he’d get back to me fast. He’ll take on anything and he’s also super receptive to feedback. This was the caliber of customer service we had early on with our previous marketing automation platform before they changed their model. Klaviyo’s customer success surpassed our expectations. It’s excellent,” Allyson said.  

 

"We had someone join our email marketing team who didn’t have any prior experience with email marketing. Within two weeks of her start date, she was able to launch campaigns thanks to Klaviyo’s comprehensive help center, user-friendly interface, and intuitive design."

Allyson Ayers, email marketing manager, Custom Ink

 

How Custom Ink views the impact of its email marketing strategies 

After a quick integration, Allyson says Custom Ink was immediately impressed with Klaviyo’s performance analytics dashboard and the impact it would have on the brand’s reporting needs. 

“Being able to log in to the dashboard to see flow by flow, campaign by campaign, revenue numbers, revenue by recipient, and show the real impact our email marketing strategy is having is incredible. It’s so much easier to access our data and report on it now,” Allyson said.

This readily available insight has helped Custom Ink’s email marketing team to improve their campaigns and drive conversions. 

“Our email-attributed site traffic is up almost 60 percent over last year. More people are now engaging with our email content and coming to our website,” Allyson said. 

Additionally, Custom Ink created a segmentation strategy and coupled it with personalized messaging to deliver soft-touch and relevant communications to their customers in a more effective way. As a result, Custom Ink’s unsubscribe rates are down by 40 percent, according to Allyson. 

 

"Our email-attributed site traffic is up almost 60 percent over last year. More people are now engaging with our email content and coming to our website."

Allyson Ayers, email marketing manager, Custom Ink

 

As a rapidly growing brand, Custom Ink sought a new marketing automation platform that would help it more effectively store and access data so its email marketing team could make smarter marketing decisions to benefit the brand’s customers.

While Allyson says factors like the easy integration process, a simple-to-use tool, and the visibly clear impact of their marketing strategies are what stand out the most, she adds that Custom Ink primarily chose Klaviyo because of its ability to scale with Custom Ink as the brand continues to grow.

 

Learn more about how Custom Ink uses Klaviyo to grow its business. Read the full case study.

 

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