Ministry of Supply grows revenue from Klaviyo campaigns 47.3% YoY with predicted gender

Ministry of Supply makes officewear so breathable and comfortable, it feels like loungewear.

The founders met at MIT, and their engineer-led team uses cutting-edge technology to make and test their garments to be “scientifically better.” They use NASA’s temperature-regulating Phase Change Materials in their flagship Apollo shirt, for example, and 3D printing for their knit blazer.

To run their business, Ministry of Supply need a martech stack as modern as their clothes—which is why they’ve long relied on Klaviyo.

Learn how Klaviyo still powers growth for Ministry of Supply after 9+ years

Challenge

When senior marketing manager Colleen Maloney joined Ministry of Supply in 2022, their email marketing program was already a well-oiled machine.

The brand had worked with Klaviyo and an email marketing agency for years, building out 15+ active flows and growing their subscriber list.

But Ministry of Supply had decided to streamline operations and bring email in-house.

That put Maloney in an interesting position. She had never used Klaviyo before, and she needed to get up to speed on the established account and make an impact—all without disrupting everything that was already working.

Solution

Maloney started by reviewing Ministry of Supply’s existing flows to get a handle on the automated emails that were deploying to customers day to day.

When she clicked into a flow, Klaviyo’s visual map—which showed the timing triggers and the various paths through the flow—helped her get up to speed quickly, without input from the prior agency.

Any new role has a learning curve, but the UX of Klaviyo is very intuitive.

“Any new role has a learning curve, but the UX of Klaviyo is very intuitive,” she says.

Strategy

Ministry of Supply began as a menswear brand, but expanded into women’s fashions, too.

Maloney and the Ministry of Supply team saw an opportunity to start segmenting email campaigns by gender, using the predicted gender functionality in Klaviyo’s suite of predictive analytics.

She also incorporated customers’ stated preferences into her segmentation, pulling results from a “What gender are you shopping for?” Wunderkind pop-up that new users see upon entering the site.

In September 2022, Ministry of Supply started to send two versions of one campaign per week—one with imagery and copy geared toward men, the other toward women.

Revenue from campaigns has jumped a whopping 47.3% YoY since then, and overall revenue from email has grown 36.15% YoY.

Since we started segmenting our audience using Klaviyo’s predicted gender, the content or even just the subject line is more specific to the gender that the subscriber is shopping for. We’ve seen a nice performance lift.

“Since we started segmenting our audience using Klaviyo’s predicted gender, the content or even just the subject line is more specific to the gender that the subscriber is shopping for,” Maloney says. “We’ve seen a nice performance lift.”

Next, Maloney plans to try something similar with converted vs. unconverted segments—speaking differently to subscribers who have yet to make their first purchase.