Dagne Dover moves fast without breaking things using Klaviyo AI
3
Klaviyo AI features used
44%
WoW lift in abandoned cart flow revenue after MCP-guided edit
2
hours saved per month with Segments AI
Dagne Dover makes a wide variety of bags for work and leisure, from office totes to weekenders. Founded by 3 women in 2013, the brand operates at the intersection of design, function, and sustainability, with an emphasis on recycled and vegan materials. Sold in Saks, Nordstrom, and more, the digitally-native brand primarily sells through an ecommerce store, and they manage the digital customer experience with Klaviyo.
Learn how Dagne Dover uses Klaviyo AI to accelerate segmentation, collaboration, and more
Challenge: Turning CRM data into strategic action, faster
Marketing teams are always under pressure to move fast, and for Dagne Dover’s team, there’s a special intensity to the market right now. Customers are increasingly price-sensitive, and competitors are moving faster than ever with AI.
“It's definitely important to keep up,” says Caitlin Frye, director of marketing at Dagne Dover. “Pressure on marketers to move quickly just keeps growing.”
It's definitely important to keep up. Pressure on marketers to move quickly just keeps growing.
Especially when it comes to turning customer data and performance metrics into strategic action, though, Dagne Dover’s marketing team runs into bandwidth constraints.
The brand has used Klaviyo B2C CRM for nearly a decade, and they have rich customer data in Klaviyo Data Platform spanning email and text messaging, 1.2 million active Klaviyo profiles, and more than 30 live flows.
“There's so many metrics we could look at day to day, and we’re a pretty lean team,” says Frye. “We don’t have an analyst in the weeds with us.”
They needed a way to move faster, without ignoring what their data was telling them.
Solution: Accelerating analysis and collaboration with Klaviyo AI and MCP server
Frye leaned into Klaviyo’s native AI and integrations to speed up marketing operations and parse Dagne Dover’s data more quickly.
“Klaviyo AI is such a big unlock,” she says. “It allows us to work in ways we weren’t able to before.”
Klaviyo AI is such a big unlock. It allows us to work in ways we weren’t able to before.
Using Klaviyo’s MCP server with Claude, for instance, has helped her rapidly identify problem areas and off-pattern activity.
“AI is really good at pointing out, ‘This looks off and we should dig in more there,’” she says.
Klaviyo AI that generates outputs from natural-language prompts—like Composer, Klaviyo’s platform-native AI marketing agent, and Segments AI—have also helped Dagne Dover’s team “work more quickly and collaboratively,” Frye says.
Strategy: Cutting through noise and busywork with AI audits and outputs
Frye is always integrating new AI use cases into her workflow. In the meantime, Klaviyo AI is already saving her time on key strategic tasks, like:
- Accelerating cross-functional collaboration with Composer creative: Frye typically collaborates with Dagne Dover’s design team via written briefs. With Klaviyo Composer, she can generate email wireframes from natural-language prompts and share a richer, more complete vision that takes less time for design to complete.
- Generating complex segments quickly with Segments AI: Frye uses Segments AI, which generates a Klaviyo segment from a natural-language prompt, to save time on targeting. For a recent campaign promoting an in-person event, she Googled zip codes within a certain radius of the event, and copied and pasted the raw results into a Segments AI prompt. Klaviyo generated a usable segment of customers living in those zip codes, and saved her hours on manual set-up.
- Catching flow glitches with Klaviyo MCP server x Claude: Running a Claude audit of Dagne Dover’s automations, Frye learned that the second email in their abandoned cart flow got the most opens. Customers who had recently engaged with a campaign didn’t receive the first email in the flow, due to Smart Sending the team had set up accidentally. This would have taken days to diagnose alone, Frye estimates, and the impact was immediate: in the week after updating, revenue from the flow jumped 44% WoW.
Klaviyo AI has unlocked new speed and agility for Dagne Dover, and their human team stays in the loop on every asset to make sure they stay true to their brand and creative standards.
“We’re using Klaviyo AI to do the bulk of our analysis and execution, and then we’re still making final decisions on everything,” says Frye. “It’s empowered us to move so much faster without losing that human touch.”
Klaviyo AI has empowered us to move so much faster without losing that human touch.