Custom Ink grows email-attributed web traffic by 60% with Klaviyo

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Custom Ink’s custom, on-demand clothing and accessories bring in more than $300M each year. A pioneer of interactive shopping, the company’s online design lab lets users create or upload their own visuals, and apply them to t-shirts and more. The Virginia-based company sells apparel through its online store and 35+ brick-and-mortar locations nationwide.  

How Custom Ink uses Klaviyo to make agile marketing decisions

Challenge

Custom Ink had no shortage of customer data. Founded in 1999, the company had decades of it. But the marketing team struggled to use it to make timely, data-driven decisions. 

It was time for a speedier, slicker platform—one that required less manual work and would let Custom Ink send personalized marketing emails at scale. 

We outgrew our old marketing automation platform. It started to feel stagnant. We wanted to try something new and different.

“We outgrew our old marketing automation platform,” says Allyson Ayers, email marketing manager at Custom Ink. “It was cutting edge for us in the beginning, but after time it started to feel stagnant. We wanted to try something new and different.” 

Solution 

Custom Ink wanted to understand their options thoroughly, so they kicked off a request for proposal process with a wide array of martech companies. 

After Klaviyo’s presentation, they were sold. 

The partnership felt organic on an interpersonal level, and Klaviyo integrated easily with the company’s custom ecommerce platform. Plus, Klaviyo’s APIs offered exciting new functionality: Custom Ink’s team would be able to dynamically populate email templates and view real-time metrics.

Strategy

Custom Ink unlocked a new level of omnichannel marketing with Klaviyo. It facilitated connections between email and other channels, so Custom Ink could send optimized emails promoting their social channels, and capture emails on event landing pages—measurably improving lead generation at in-person events. 

Results

• Custom Ink can now make more data-driven marketing decisions using Klaviyo, just as the team hoped.
• It’s easy to A/B test different email creative and flow structures.
• Data visualizations make trends visible at a glance, and the platform sifts data into individual profiles—so even non-technical team members can see specific customer journeys. 

Our new hire was able to launch campaigns thanks to Klaviyo’s comprehensive help center, user-friendly interface, and intuitive design.

“We had someone join our team who didn’t have any prior experience with email marketing,” Ayers says. “Within 2 weeks of her start date, she was able to launch campaigns thanks to Klaviyo’s comprehensive help center, user-friendly interface, and intuitive design.”