Bibado – Email Marketing

Bibado is a UK-based company specialising in unique, cutting-edge baby weaning products. With an emphasis on celebrating natural curiosity and encouraging safe, stress-free development, Bibado’s range of award-winning products are designed with innovation in mind.

Partnering with The Graygency since (year?), Bibado set out to elevate their email marketing performance and new customer acquisition using our expert team of designers, copywriters and email marketing specialists. Our role at Bibado is simple, yet effective:
  • Increase deliverability
  • Decrease spam/unsubscribe rates
  • Grow the email list with various lead-generation strategies
  • Create unique, brand-led content week on week
  • Increase attributed revenue to 35>%

The solution

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 Our monthly cleansing process includes removal of any outdated, low attribution flows to ensure minimised unnecessary account spend and a clean Klaviyo structure.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.


Increased Delivery


Increase Email Revenue

Bibado Bannder

The Client

Working with The Graygency team has added creative flair and growth to our CRM programme. The team are committed to our success, very structured and ensure that our campaign strategy is planned to the finest detail.

Meet the team

Andy Gray

Andy Gray


Shade Schutze

Shade Schutze

Digital Designer

Ellie Burton

Ellie Burton

Email marketing specialist