The Night Sky increases repeat purchases by 40% and drives 67x ROI with automation

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The Night Sky offers a range of personalised gifting products, from custom star map prints to jewellery, and is known for creating highly meaningful, tailored experiences for their customers. 

Partnering with Wolfgang Digital, The Night Sky turned to marketing automation to face their dual challenge of sustaining growth while protecting market share from copycat products. Their highly personalised approach to automation led them to win the Most advanced use of automation award at The Klicks 2024.

*All stats courtesy of Wolfgang Digital and The Night Sky.

Learn how The Night Sky leveraged automation across the customer journey to drive sustainable growth

Objectives

The Night Sky set out to transform email into a high-performing channel for nurturing, converting, and retaining customers. Their main goals were to:

• Acquire and convert new customers through automations
• Increase repeat purchases by strengthening customer loyalty and retention
• Use first-party data across all automations to scale personalisation

Strategy

The campaign centred around the tagline “Love who you want,” and encouraged customers to share a Placing the user at the centre of every touchpoint, The Night Sky developed an automation strategy based on customers’ individual journeys and behaviour:

• Pre-purchase flows: Acquisition automations like welcome and abandoned cart flows to drive conversions.
• Post-purchase flows: Transactional upsells like framing and express shipping, plus an anniversary flow to cross-sell complementary products.
• Personalised journeys: If a customer began interacting with different types of products, content within emails dynamically updated to reflect real-time data, creating a truly customised experience for every user.

Results

The Night Sky’s use of marketing automation across the entire customer journey has led them to increase Klaviyo-attributed revenue by 45.4% YoY, with automated flows generating 76% of this revenue. With these numbers, it’s no surprise their email channel as a whole drove an impressive 67x return on investment.

This strategy also drove a 40% YoY increase in repeat purchases. Additionally, CLV increased by 20%, allowing The Night Sky to counter high acquisition costs and solidify their position in the market.

“With Klaviyo’s robust customer data management and integrations, we created a truly segmented and data-driven approach across channels,” said Shreya Barua, CRM & Marketing Automation Specialist at Wolfgang Digital. “This automation strategy not only sustained customer loyalty but drove substantial, long-term growth.”

With Klaviyo’s robust customer data management and integrations, we created a truly segmented and data-driven approach across channels.