After switch to Klaviyo, 3x more Cuyana team members can send emails independently

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Cuyana operates by a “fewer, better” ethos. What if shopping was less about extravagant hauls and overflowing closets, and more about investing in fewer, better pieces? It’s what founders Shilpa Shah and Karla Gallardo wondered 10+ years ago.

Since then, their team has partnered with a global network of artisans to create quality, timeless leather bags and women’s apparel from sustainably-certified materials—so a few purchases unlock years of effortless chic.

Learn how Klaviyo’s ease of use transformed the Cuyana team’s day-to-day

Challenge

“Our prior email platform was fine,” says Cuyana CMO Max Lishansky. It worked.

But when he started at Cuyana, he knew that his team wasn’t operating at peak efficiency.

He wanted to empower marketing to manage email automation and segmentation autonomously—without hopping on a support call.

Cuyana needed a stack with “no friction, an intuitive interface, and deep reporting capabilities that anyone on the team could use,” Lishansky says.

Solution

In 2023, Cuyana made the switch to Klaviyo.

Unlike competitors, Klaviyo was founded as a composite data store of real-time and historical customer data, and marketing capabilities got layered on top of that.

It shows. “The customer data and event tracking capabilities of Klaviyo are amazing,” Lishansky says. “The intuitive usability of the platform is great. It is best-in-class.”

The customer data and event tracking capabilities of Klaviyo are amazing. The intuitive usability of the platform is great. It is best-in-class.

Best of all, Klaviyo just works. Cuyana saw it in their first campaign. They had just imported hundreds of thousands of email records into Klaviyo, and worried about record accuracy, deliverability, and more.

“The moment we hit send on our first email and it actually reached inboxes successfully—that was just kind of the landing on the moon moment,” Lishansky says.

Strategy

Since then, Cuyana’s marketing team has focused on building out segmentation and email automations—and they’re able to work more autonomously than ever before.

• Automations: It’s easy to build flows in Klaviyo, Lishansky says—and he and his team can easily set up A/B tests that span multiple emails in a given automation.
• Segmentation: Cuyana segments their list based on categories and products customers have purchased. When they send a targeted campaign to a substantial segment, “we’re always impressed by the impact,” Lishansky says.

Klaviyo’s personalization power has been a game-changer for Cuyana co-founder Shilpa Shah.

“Klaviyo enables Cuyana to build longer-term loyalty with personalized customer experiences,” says Shilpa Shah, co-founder of Cuyana. “By leveraging targeted email campaigns, we’ve boosted engagement and customer satisfaction.”

Klaviyo enables Cuyana to build longer-term loyalty with personalized customer experiences. By leveraging targeted email campaigns, we’ve boosted engagement and customer satisfaction.

For Lishansky, Klaviyo’s ease of use also sets the platform apart.

“Klaviyo is very user-friendly. With other platforms, the operational overhead is high. Things would take longer, require more resources—it was just more painful to drive the same impact,” Lishansky says. “If you’re on Shopify, there is no other email platform to think about.”