How Skinnydip London Uses Email Marketing to Expand Its Ecommerce Business

skinnydip-london-email-marketing

The world of fashion moves fast. Brands need to quickly keep up with changing tastes, trends, and cultural phenomena in order to stay relevant with a digitally savvy consumer. 

Skinnydip London is no stranger to this world. 

I recently caught up with Laurina Kennedy, digital marketing manager for the UK-based lifestyle and accessories brand. We talked about why the brand is putting a heavy emphasis on expanding its ecommerce business in 2020 and how it’s email marketing strategy is core to that effort. 

 

Katie Tierney [KT]: Tell me about Skinnydip London and how your brand started.

Laurina Kennedy [LK]: Skinnydip London is a fashion and lifestyle accessories brand. Set up in 2011, we’ve grown from selling playful phone cases to all the must-have accessories. Right on trend, Skinnydip has become successful from the strength of our designs, continuously innovating new products, and reacting to what our customers want.

Our world is about having fun and keeping it real in a totally judgment-free zone. At Skinnydip, we don’t just create fashion for the cool and the kind, we try hard to make a positive change in the world.

 

[KT]: How important is your ecommerce business to your brand’s growth strategy?

[LK]: Very important. In 2020, we’re focusing more on our ecommerce business. Within the last year, we’ve had a 33 percent increase in new customers coming to the website and within the total number of people coming to the website, we’ve seen a 45 percent increase so ecommerce is going to be a heavy focus for us in 2020.

 

"Within the last year, we've had a 33 percent increase in new customers coming to the website and within the total number of people coming to the website, we've seen a 45 percent increase so ecommerce is going to be a heavy focus for us in 2020."

Laurina Kennedy, digital marketing manager, Skinnydip London

 

[KT]: What are some of the marketing strategies you’re using to grow Skinnydip London’s ecommerce business? 

[LK]: Since Skinnydip was born on social, we want to branch out there more. We have a really engaged following on Instagram, Facebook, and Twitter. We’re looking to explore more social channels like Pinterest and YouTube. We need to really focus on our video campaigns and video strategy. Instagram TV and TikTok are two channels we’re dipping our toes into at the minute.

What’s great is that Klaviyo has a feature that links up our different segments within our social ads. I think that’s fantastic. We’ve experimented with that in the last three to four months. We’re seeing a really good return on acquisition so far for those types of ads where we’re using the segment from Klaviyo, so that’s where I’d love to explore more.

Beyond social, my top goal is to continue building our email list. With GDPR last year, our email list was cut. We want to build our email list because we see such a good return in acquisition for emails compared to our cost per acquisition with other channels. Email marketing gives us a really good return on investment.

 

"We want to build our email list because we see such a good return in acquisition for emails compared to our cost per acquisition with other channels."

Laurina Kennedy, digital marketing manager, Skinnydip London

 

[KT]: How have you grown your email marketing program since you joined Skinnydip London?

[LK]: Within the last six to nine months, we’ve really mapped out the flow emails. Before that, we just had standard flow emails like abandoned cart and customer win-back emails. It was very basic, but we’ve really since refined our flows. 

We’re now looking at things like our different collections. We’ve built flows out for birthdays, browse abandonment, first purchase anniversary, and we’re constantly getting new ideas of what we can do. 

For example, active customers who haven’t bought within a certain amount of days or say someone bought a phone case but not a phone case accessory, then we’re building a trigger for that and getting them back to the website through the flow emails. That’s been the biggest growth for us within the email front.

 

[KT]: How have the segmentation features in Klaviyo helped you reach different customers?

[LK]: They’ve helped us not only with reaching people in different regions but people with different behavioral structures, as well. 

For Black Friday, we created segments for last year’s loyal customers, customers who hadn’t bought since last Black Friday, or customers who only buy on sale, for example. 

Our customers, the 18 to 24-year-old generation (Gen Z), are the smartest customers there have ever been. We’re working with customers who have grown up with a phone in their hand and we’re just trying to always be as reactive and as on point as possible. 

They’re also a demanding generation. They want what they want and they want it now, so we have to be as smart as possible. They’re constantly getting messages 24/7 through to their phone—push notifications through apps, emails, social notifications—so for us, Klaviyo’s segmentation is one of the best elements that we have within our marketing strategy.

 

"[Our customers are] constantly getting messages 24/7 through to their phone—push notifications through apps, emails, social notifications—so for us, Klaviyo’s segmentation is one of the best elements that we have within our marketing strategy."

Laurina Kennedy, digital marketing manager, Skinnydip London

 

[KT]: Were you involved with bringing Klaviyo to Skinnydip London and integrating it with your ecommerce store?  

[LK]: No, I wasn’t here for that. We’ve been on Klaviyo nearly three years now, so that would’ve been overseen by our head of ecommerce. When I came to Skinnydip, I hadn’t worked with Klaviyo before. I’ve worked with Mailchimp, Dotmailer, and others but never Klaviyo. 

Since I hadn’t worked with Klaviyo before, one of the first questions I had was, “Do I want to move away from Klaviyo?” and it’s been a “no” for me. I really like the software and it’s just so easy to work with. 

 

"Since I hadn’t worked with Klaviyo before, one of the first questions I had was, “Do I want to move away from Klaviyo?” and it's been a “no” for me. I really like the software and it’s just so easy to work with."

Laurina Kennedy, digital marketing manager, Skinnydip London

 

[KT]: Interesting. So as someone who’s making decisions about your marketing tech stack now, what is it about Klaviyo that made you decide to stick with a tool you hadn’t previously used?

[LK] To come in and start working with Klaviyo, which was new software for me, and to learn it from the ground up was really interesting. 

One of the things that stands out to me most is its functionality. We can build and design so quickly—we can build and get an email out in a half-hour. And the fact that we can build our campaigns and flows very quickly is great. 

Also with previous software I’ve worked with, you’re dealing with things like HTML codes and you’ve got to have different graphic designers for different elements of it. 

With Klaviyo, it’s just so fast and easy. We have graphic designers who haven’t worked with this kind of software before, so for them to be able to come in and learn it very quickly is key for us, as well.

The ease of Klaviyo and the simplicity of it allows a fast fashion brand like us to be as reactive as possible when we need to be.

 

Learn how segmentation can help you drive more revenue per recipient and keep your subscribers engaged.  

 

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