Chelsea Peers switches to Klaviyo, integrating email and reviews into a single platform

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It’s hard to miss a Chelsea Peers pyjama set. The London-based brand has hand-drawn prints adorning their super-soft loungewear. Their signature combination of vintage and playful, soft and stylish, means this brand stands out at every slumber party.

Learn why Chelsea Peers chose Klaviyo email and reviews to connect marketing with customer service

Challenge

For years, Chelsea Peers sold through wholesale partnerships with marketplaces like ASOS, John Lewis, Next, Zalando, and Very. But with the shift to direct-to-consumer (DTC) channels, they needed to strengthen their direct communication with customers.

Unfortunately, their email marketing platform at the time proved inadequate for their evolving needs.

As they entered the DTC market, Chelsea Peers’ biggest issue was email deliverability. Poor segmentation meant emails weren’t targeted enough, harming open rates and sender reputation.

“With our previous platform, we constantly ran email warm-ups to try and build our email reputation and re-engage customers,” says Archie Hudson-Rawlings, ecommerce manager at Chelsea Peers. But campaign performance still suffered, and attempts to re-engage inactive customers were yielding poor results.

The team also lacked control over product review processes and emails, which did not align with Chelsea Peers’ branding and were difficult to customise. 

“We needed everything the customer received from us to have a consistent look and feel,” explains Hudson-Rawlings.

Solution

With their email marketing platform not fit for purpose, Chelsea Peers decided to migrate to Klaviyo for email and reviews. With thorough and proactive Klaviyo support, the onboarding process exceeded Chelsea Peers’ expectations.

The team regained control over their customer interactions, integrating email and review management into a single platform.

By consolidating their review process into Klaviyo, Chelsea Peers created uniform branding across all communications. Review emails were redesigned to match the look and feel of their other marketing efforts, creating a seamless and trustworthy experience for customers. 

Caroline Trembaluk, a customer service & relationship coordinator, was relatively new to CRM management, yet found the platform intuitive and the support team exceptionally helpful. 

Klaviyo were so supportive, they provided the resources and guidance I needed to make the transition seamless and help me own both marketing and support.

Strategy

The migration offered Chelsea Peers the perfect opportunity to optimise their email flows with the built-in customer data they could now access in Klaviyo. The team revamped their automations, improved segmentation, and, consequently, created more personalised customer experiences.

With Klaviyo, Chelsea Peers could target VIPs and inactive subscribers with different messages, ensuring re-engagement was gradual and not overbearing or ill-timed. This reduced the risk of high unsubscribe rates, which previously harmed their sender reputation.

The results were immediate, with response rates for reviews skyrocketing compared to performance. “If you compare our performance of our previous platform to what we’re doing now, it’s like night and day,” says Hudson-Rawlings.

The company also embraced Klaviyo’s benchmarks, which provide clear insights into how their performance stacks up against similar brands. 

“I’m obsessed with the benchmarks,” says Trembaluk. “They make it easy to see where we’re excelling and where we need to improve without sifting through endless data. It’s game-changing.”

The improvement in customer experience means people are now more likely to purchase after leaving a review—from May to November 2024, 22.7% of people who viewed a product review added an item to their cart.

With Klaviyo, we’ve felt supported every step of the way. The insights we’ve gained have transformed how we engage with customers.