Daniel Wellington
Case Study: Audit-first approach for a full channel overhaul
Daniel Wellington, one of the world’s most recognisable watch and accessories brands, came to us with the opportunity to elevate an already-established global email and SMS programme.
Our Approach
Our task was to strengthen and modernise these journeys, and bring them in line with a more premium, global brand structure.
We fully revamped all existing flows and expanded with several new journeys designed to capture intent and re-engage:
New journeys added to the lifecycle ecosystem
Active on Site flow
Viewed Collection flow
Sunset flow
NPS Survey email
Review Follow-ups
VIP Flow
Implementation highlights
65 flow emails across 14 key journeys
Pop-ups and sign-up pages supporting global list growth
Campaign templates
Collaboration across 10 languages for global consistency
The Brief
With a large international subscriber base and active ongoing efforts from the DW team, the foundation was strong. The shared goal was to create even more cohesion across markets, expand automation coverage, refine segmentation and creative consistency, and build a strategy that reflected the brand’s premium positioning at a global scale.
We began with a deep-dive collaborative audit, a full review of existing foundations, strengths and opportunities for expansion.
Over a two-month strategy phase, we reviewed, analysed, and drafted a fully tailored roadmap for growth.
The Outcome
The refinements we implemented, along with the DW team’s ongoing optimisation work, led to some strong early results after launch:
26%
increase in flows SMS click rates
218%
increase in flows conversions
49%
increase in form submit rates YoY
What Daniel Wellington say about us
"We started working with Melusine Studio after their audit of our Klaviyo account. They came with smart, data-driven ideas to improve our CRM — based on analytics and experience with other brands, and we quickly decided to bring them on board. The team is responsive, always on time, and great at adapting to our specific setup. I’d recommend Melusine Studio to any brand looking for a reliable and strategic Klaviyo partner who brings both structure and creativity to the table."
Julia Shamsutdinova, CRM Manager