New case study: Taylor Stitch takes segmentation to the next level
A few months ago, Zach Wooster, an account manager here at Klaviyo, sent me a message.
“You’ve got to see what Mike at Taylor Stitch is doing with segmentation,” he said. “It’s pretty awesome.”
A few days later, we sat down to take a closer look. I was startled by what I saw.
Mike Grasewicz, director of marketing at high-end clothing retailer Taylor Stitch, was building out extraordinarily precise audiences in Klaviyo.
We looked at one segment after another. Each one was laser-targeted.
“He’s building a lot of these,” Zach said. “Like 40 a month.”
That did it.
Taylor Stitch was officially going to be our next case study — including a behind-the-scenes look at the logic behind those incredible segments.
And today, we’re sharing that case study with you. (Jump right to the case study.)
Why Taylor Stitch invested in segmentation
To understand why Taylor Stitch had become, in Zach’s words, “a model customer,” it helps to understand a little bit more about the company.
Taylor Stitch sells men’s and women’s apparel with an unrelenting focus on quality. They’re uniquely focused on what their customers need and want.
This might be best reflected in the Workshop, the crowdfunding arm of Taylor Stitch. Customers can fund a product that hasn’t been manufactured yet. In other words, demand drives production.
For a company like this, a one-size-fits-all email marketing program wasn’t going to work. In fact, that’s what originally sent Mike looking for an email marketing platform that would support a more tailored approach.
In the case study, he talks about his search, including his due diligence and natural skepticism.
“If Taylor Stitch was going to invest a lot of time into setting up an email backbone, I wanted to be sure the new platform would allow us to maximize our time spent on email marketing,” he explained.
Fortunately, his search led him to Klaviyo — and to a new way to target each message.
The sheer number of segments that Mike and his team build out is impressive. With 40 to 50 unique segments getting built a month, you’d think that’s all they’d have time to do.
Turns out that once you get the hang of it, it actually goes by pretty fast.
“We take an hour at the beginning of the month and an hour in the middle of the month to make all these segments,” Mike told us. “The segments may look extremely complicated at first glance, but when you dig in, it’s the same logic-based idea for each product.”
In the case study, you’ll see the results from several tests Mike ran to compare the impact of sending to more- and less-targeted audiences.
You’ll also get a window into the type of logic Taylor Stitch uses to build out those segments. If you’ve got an ecommerce store, you’ll be able to use that same logic to create sophisticated segments for your audience as well.
(Need a refresher on building segments from our product education team? Find it here.)
It all comes down to results
At the end of the day, methodology is important, but results are really where it’s at.
We don’t want to give too much away.
However, we can tell you that thanks to extreme targeting, Taylor Stitch was able to cut the total number of emails they send out. A lot.
We can tell you that they’re not seeing anywhere near as many unsubscribes as before.
And revenue per recipient, or the amount of revenue that each email generates on average?
It’s up. Way up.
Get the full story for yourself, including the test results, the segmentation logic, and numbers, along with a look at what’s ahead for Taylor Stitch.