Email strategy teardown: Rebecca Minkoff vs. MZ Wallace

Segmentation with relevant content is vital to successful marketing.

Why Rebecca Minkoff vs MZ Wallace?

Interacting with a customer doesn’t have to be a guessing game.  You can ask a customer about themselves: their likes, dislikes, and preferences about content. Then you can see how they interact with your products and content, and talk with them accordingly.  Klaviyo makes it very easy to collect this information and then segment your customers into varied groups. One of our customers, Nomad, used segmentation combined with relevant content to help grow their email marketing revenue from 2% to 20%. Segmentation and relevant content are therefore vital to successful marketing.

We decided to break down the email strategy of two luxury New York fashion brands: Rebecca Minkoff and MZ Wallace. Both founded by people of that respective name.

They’re both coveted brands known for their bags, and the Klaviyo team loves them. We wanted to do some detective work and review their email marketing strategies to see if they were sending the most engaging, relevant, and timely marketing messages.

We signed up for emails with Rebecca Minkoff and MZ Wallace, took a few actions, and then watched to see how the email experience unfolded.

 

The backstory of Rebecca Minkoff

Rebecca Minkoff is a fashion brand founded by Rebecca Minkoff and known for its feminine, playful, and subtly edgy designs using leathers, studs, and hardware. It started as a handbag and accessories company and has now expanded into apparel and watches.

The backstory of MZ Wallace

MZ Wallace is an accessories company founded by Monica Zwirner and Lucy Wallace Eustice. It’s very well known for its chic and functional hand bags that work for modern life.

Here's what happened with Rebecca Minkoff

We signed up for their email newsletter and received a welcome series email.

We were asked for our email preferences and also for our birthday.

We abandoned a cart and received an abandoned cart email.

We later made a purchase and received post-purchase order confirmation and shipping emails.

We received email content that fit our preferences.

Rebecca Minkoff Emails

Rebecca Minkoff
Rebecca Minkoff
Rebecca Minkoff
Rebecca Minkoff
Rebecca Minkoff
Rebecca Minkoff
Rebecca Minkoff

Here's what happened with MZ Wallace...

  1. We signed up for their email newsletter and received a welcome series email.

We were not asked for our email preferences, but we were asked for our birthday.

  1. We abandoned a cart and did not receive an abandoned cart email.
  1. We later made a purchase and received post-purchase order confirmation, shipping, and thank you emails.
  1. We received email content that was not relevant to us.

MZ Wallace emails

MZ Wallace
MZ Wallace
MZ Wallace
MZ Wallace
MZ Wallace
MZ Wallace

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Email deep dive

Let’s look at their one week email strategy.

1. Sign up for their welcome series emails

2. Abandon a cart and see if there’s an abandoned cart email

3. Make a purchase and see if there are post-purchase emails

4. Receive email content and determine if it is relevant to our needs and wants

Daily email strategy

MZ Wallace

Rebecca Minkoff

Shipping Confirmation

Order Confirmation

Product Upsell

Event Invitation

Welcome Series

Product Upsell

Product Upsell

New Product

Thank you

Product Upsell

New Product

Event Invitation

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

Day 9

Day 10

Day 11

Day 12

Day 13

Day 14

Day 15

Day 16

Day 17

Day 18

Day 19

Day 20

Welcome Series

Founder's Story

Event Information

Event Looks Information

Personalization Preferences

Order Confirmation

Shipping Confirmation

Birthday Message

Abandon Cart

Abandon Cart

The good, the bad, the ugly: Rebecca Minkoff

positive review

Engaging welcome series email

We felt welcomed and inspired by the colorful and creative content. According to our data, “welcome series emails receive 83% higher revenue per recipient than your average email campaign“, so these are great money-drivers. We wanted to be groupies. Bags for everyone!

positive review

Relevant email content

We were asked for our email content preferences and received exactly what we asked for. Aside from emailing us to ask for this information, another way to collect our preferences is via signup forms.

positive review

Abandoned cart email content

Included witty messaging and a dynamic visual showing what we abandoned. It served as a ticking reminder in our inbox that we were losing out on an opportunity to purchase this leather beauty. Given that 7 out of 10 shopping carts get abandoned, it’s important that the content is right.

negative review

Abandoned cart email timing

The world’s a busy place,  we could have forgotten about the bag we abandoned because we didn’t receive the email for 2 days. We were retargeted with timely abandoned cart ads, but the abandoned cart email could have been more timely…we suggest receiving it in 1-2 hours from when the cart was abandoned. Here is some more information about why timing is important.

The good, the bad, the ugly: MZ Wallace

positive review

Email cadence

The cadence of communication felt intentional and thoughtful. Except for one day, they were careful with how many emails we received each day, and we looked forward to seeing what popped up in our inbox. One way to become even more strategic with timing is to set up time and event-triggered flows.

positive review

Engaging welcome series email

It felt on-brand because of the creative and simple copy. It might be fun exploring other welcome series email ideas too. Here are some tips to get started.

negative review

Abandoned cart email

Need to set up an abandoned cart email – they are leaving money behind. A data analysis shows that our customers generated more than $60 million dollars from abandoned cart revenue. That’s a lot of cash.

negative review

Segment and send relevant content

We did receive emails about new collections that we found relevant, however, we also received an email for a yoga event in New York City. It sounded fun and we wanted in, but we live in Boston. FOMO is real, folks. One way to avoid this mishap could be to segment by location and ask for customer’s zip code with signup forms. Here are some ways to personalize your marketing with location-based segments.

negative review

Combine thank you emails or differentiate subject lines

We received 2 thank you emails on different days. Each had the same subject line thanking us for our order. This caused confusion as we thought we placed 2 orders and not 1. According to our data, thank you emails have a “352% higher open rate than a traditional email campaign and a 329% higher CTR”. Thank you emails are one of the most engaging emails in email marketing and therefore important to get right.  Here are some best practices we recommend.

And the winner is…


Relevant content that’s aligned with our personal preferences, acknowledgement of our birthday, and an abandoned cart email with many brand visuals, Rebecca Minkoff is the winner in this battle. They asked us about what we wanted to see, saw how we interacted with their products and content, and created marketing materials that were right for us.

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