Email strategy teardown: Shinola

Product Email Content: Show Them What They Want To See

Shinola

Showing Relevant Content

When it comes to figuring out what content a customer wants to see and learn about, the easiest way to find out is to simply ask them or see what products they have been looking at on your site. Klaviyo makes it easy to collect information about customers through our signup forms and also through click and browse abandonment behavior. I decided to explore the email marketing strategy of well-known watch brand Shinola, to see if they were sending me relevant content.

We signed up for their emails, took a few actions, and watched to see how the experience unfolded.

Our Subject: Shinola

This Detroit-based brand is well-known for its remarkable watches, but they have an eclectic product assortment including journals and bicycles. Each product has a strong attention to detail and commitment to quality, and is proudly made in the United States.

 

Here's what happened with Shinola

We signed up for their email newsletter and got a welcome series email

We abandoned a cart and received two abandoned cart emails

We purchased after the abandoned cart and received order confirmation and shipping emails

We received product and holiday-inspired emails

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

 

 

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Daily email strategy

Shinola

New Account Confirmation

Welcome Series

Abandoned Cart Email #1

Abandoned Cart Email #2

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Product Email

Holiday-Inspired Email

Product Email

Holiday-Inspired Email

Order Confirmation

Shipping Confirmation

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The good, the bad, the ugly: Shinola

positive review

Welcome Series Email

Well done. Applause all around! It was well-crafted, and I especially liked how there was a glimpse into how their products are made. According to our data, welcome series emails receive 63% higher open rates, 86% higher click-through rates, and 83% higher revenue per recipient (RPR) than your average email campaign.

positive review

Abandoned Cart Email

Shinola sent us two abandoned cart messages, which is great. Ecommerce marketers should have two to three messages in a series as a general best practice for optimal performance.

positive review

Product Email

This is excellent storytelling. A great way to build anticipation for a new product is to create communication leading up to its launch. Whether you’re launching a new product, announcing a promotion about a specific collection, or running a cross-sell campaign, Klaviyo makes it fast and easy to do so with our product block feature.

positive review

Order Confirmation Email

Simple. Elegant. On-brand. I’ve been very impressed with the consistent branding at each customer touch-point so far. I feel like I understand what the brand stands for, and am enjoying it.

positive review

Shipping Confirmation Email

Just like the order confirmation, this was also consistently on-brand. I like that there was an image of what I had purchased – a good reminder and reignited my excitement to receive it.

negative review

Product Cross-sell & Upsell

I received about one product-related email per week, and the content wasn’t necessarily relevant. Each one could have been an opportunity to show me products that would be more useful to me. Since I hadn’t purchased yet, they could have based their messages on their knowledge of what pages on their site I had browsed and then abandoned. Or, they could simply ask me what types of product content I’d like to see and learn more about.

In Conclusion…


Shinola is a name with strong brand recognition, delightful storytelling, and high-quality products. They’ve been around for almost a decade and have created a devoted customer following. To continue to keep customers engaged, they should improve their product email content. Seeing or asking a customer what type of content they’d like to see and how often they’d like to see it would help build long-term customer relationships, increase CLV, and drive incremental revenue. Klaviyo makes it easy to collect information about customers through our signup forms and also through click and browse abandonment behavior.

Shinola

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