Rebecca Minkoff boosts SMS revenue 23% YoY in first 70 days with Klaviyo SMS

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Rebecca Minkoff started with a now-iconic handbag from its eponymous founder and designer: the “Morning After Bag,” a.k.a. the M.A.B.: a spacious, functional, yet still glamorous silhouette. Since then, the label has expanded from handbags and accessories into apparel, footwear, and all things fashion. Acquired in 2022 by Sunrise Brands, Rebecca Minkoff retails via a global array of brick-and-mortar stores and DTC via a Shopify store.

Learn why Rebecca Minkoff left Attentive to consolidate email, SMS, and sign-up forms in Klaviyo

Challenge

When Sunrise Brands CTO Jonathan Guez took over ecommerce operations at Rebecca Minkoff, the brand used Attentive for SMS and Klaviyo for email.

Guez was a longtime Klaviyo SMS user, who adopted it in its early days on a fellow Sunrise Brands property. That brand has seen consistent channel growth ever since.

“I fundamentally think that if you’re going to be sending emails and SMS, they have to know what each other are doing,” Guez says.

Everything should be in one cohesive system. Using Klaviyo for email and Attentive for SMS is like trying to fly two planes at once.

Rebecca Minkoff’s siloed set-up made it hard to manage messaging cadence for dual subscribers. It was impossible to tell if an email subscriber had recently received an SMS, or vice versa.

The two platforms also created needless complexity for Guez’s marketing team. Attentive was yet another tab to open.

“Everything should be in one cohesive system,” Guez says. “Using Klaviyo for email and Attentive for SMS is like trying to fly two planes at once.”

It was time for a change.

Solution

Rebecca Minkoff made the switch from Attentive to Klaviyo SMS. They worked with Klaviyo’s professional services team dedicated to customer onboarding, and the migration process went smoothly.

Their SMS implementation consultant shared useful best practices for omnichannel, too, which Guez has since implemented successfully across Rebecca Minkoff and another Sunrise Brands property.

Having all the email and SMS events in one spot is definitely advantageous.

As soon as Rebecca Minkoff had sent their first few SMS messages with Klaviyo, Guez could tell the switch had been successful. In their first 70 days with Klaviyo SMS, their SMS revenue jumped 23% YoY.

“Having all the email and SMS events in one spot is definitely advantageous,” says Guez.

Strategy

With a newly consolidated Klaviyo set-up, Rebecca Minkoff can simplify and optimize elements of their whole marketing funnel. For example, based on advice from their implementation consultant, they’ve already been able to:

• Consolidate their sign-up pop-ups: Rebecca Minkoff switched their SMS sign-up forms from Attentive to Klaviyo, and consolidated them into multi-channel sign-up pop-ups. Since the migration, their Klaviyo form submit rate has jumped 140% YoY. “We have much more control over our sign-up forms in Klaviyo,” Guez says.
• Launch SMS automations: Rebecca Minkoff has launched SMS welcome and abandonment flows, and they’re prepping new multi-channel automations, like a back-in-stock flow. “If a person doesn’t click an SMS, we can follow up with an email, which we wouldn’t have been able to do with our former stack,” Guez says.

Rebecca Minkoff also uses Klaviyo’s Smart Sending to avoid over-messaging customers across email and SMS, and Klaviyo’s Meta integration to build lookalike audiences based on Klaviyo segments—which helps them drive more efficient acquisition with better-aligned paid ad audiences.

Now, Guez wants to get even more granular with multi-channel Klaviyo automations, targeting customers with recommendations based on the products they’ve viewed, added to cart, and purchased. He’s excited about the possibilities of Rebecca Minkoff’s new consolidated Klaviyo stack.

“It’s nice that everything’s integrated in Klaviyo now—not just email and SMS, but also forms and automations,” says Guez. “Everything speaks to each other.”

It’s nice that everything’s integrated in Klaviyo now—not just email and SMS, but also forms and automations. Everything speaks to each other.