Daniel Wellington
Klaviyo Case Study: Audit-first approach to a full channel overhaul
Daniel Wellington, one of the world’s most recognisable watch and accessories brands, came to us with a mature global email and SMS programme. But the scale of their operations had created complexity.
Our Approach
Our task was to strengthen and modernise these journeys and align them 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 Daniel Wellington 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 collaborative audit, fully reviewing existing foundations, strengths and opportunities for expansion.
Over a two-month strategy phase, we reviewed and analysed the account, then developed a fully tailored roadmap focused on retention, revenue and long-term growth.
The Outcome
The early results from this Klaviyo case study show the impact of those refinements, alongside the Daniel Wellington team’s ongoing optimisation work:
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