Bibado – Email Marketing

Our work began with an in-depth audit of Bibado’s Klaviyo account structure, during this process we quickly identified a number of opportunities lay in refining existing flows and segmenting sends for more measurable results.
As the baby weaning stage is time sensitive and often isolated to one child per customer, our first mission was to create clear segments based on acquisition year and engagement.

With these segments set up, we implemented our new sending protocol for measuring campaign deliverability and performance in Klaviyo with a focus on increasing open rate, click rate and revenue whilst decreasing spam and unsubscribe rates. The team then further segmented to exclude DNO (Did not open) customers from the majority of sends, in order to prevent skewing of deliverability and poor reputation amongst inbox providers.

Our design team continues to innovate Bibado’s email flows with cohesive, contemporary designs and a direct focus on readability, accessible click-through points and well-placed imagery in our flow updates. Our monthly cleansing process includes removal of any outdated, low attribution flows to ensure minimised unnecessary account spend and a clean Klaviyo structure.

The most significant breakthroughs in both deliverability and new customer acquisition came through our “Free Cutlery” lead generation flow.
With a combined goal to rid excess stock and grow their overall profile list, we collaborated with Bibado’s Paid Ad team to integrate their Facebook lead gen form with our specially designed acquisition flow.

The hypotheses was clear: whilst ‘free’ products generate little in revenue, list growth and future repurchasing is worth any initial investment.

Furthermore, we focus on continuous A/B testing and working hypotheses to ensure every detail of every email sent is in both the customer and the account’s best interest, analysing the data from these tests to create a replicable formula and apply it to future emails going forward.

This adaptable, measurable methodology enables us to locate individual areas needed to improve email performance and thereby allowing us to target such areas with a considered, thought-out approach.