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s360 & MESSYWEEKEND: Driving 73% growth in e-mail revenue with a data-driven automation strategy

MESSYWEEKEND transformed its e-mail marketing setup with advanced automation and data-driven segmentation, achieving impressive growth.

The challenge

Unlocking the full potential of Klaviyo’s capabilities


While MESSYWEEKEND's e-mail marketing was built on a solid foundation with Klaviyo integrated into their Shopify store, the brand's ambitions extended far beyond the status quo.

They sought to expand their automation setup to unlock the full potential of Klaviyo's capabilities and adopt a more data-driven, segmented approach to e-mail marketing. A key focus was enhancing loyalty-building efforts through targeted campaigns and refined audience strategies.

Client

MESSYWEEKEND

Industry

Fashion

73
%
e-mail revenue growth internationally (vs. LY)
51
%
from automated flows
49
%
from newsletter

The Solution

Adopting a data-driven, segmented approach to e-mail marketing


To achieve MESSYWEEKEND's ambitious goals, we rebuilt their e-mail marketing setup from the ground up, ensuring a scalable and future-proof foundation.

We created automation flows using a funnel-based strategy to guide customers from leads to loyal buyers. Each flow was purpose-driven, visually aligned with the brand, and designed to maximise Klaviyo's data and platform capabilities.

Key elements of the solution included:
  • Loyalty system: Introducing a point-based rewards program to encourage purchases and referrals, fostering customer retention.
  • Community focus: Showcasing real customers wearing MESSYWEEKEND products in e-mail campaigns to create a sense of connection and authenticity.
  • Minimising discounts: Shifting focus from traditional discount codes to building long-term loyalty through engaging content.
  • Virtual Try-On integration: Incorporating their innovative feature, which allows customers to "try on" sunglasses via their device camera, into onboarding flows to drive conversions and inspire repeat purchases.
  • Design: Ensuring e-mails reflect the brand's style while differentiating categories like ski goggles and sunglasses. Templates and visuals were tailored to maintain consistency across automation and newsletters.
Finally, the setup was replicated across multiple Klaviyo accounts, localised for different markets while retaining the same brand identity and messaging. This cohesive approach allowed MESSYWEEKEND to scale its e-mail marketing globally.
"The work with s360 has been fantastic. Our business needs are fully understood and met. They are top-notch experts and consultants in the technical setup of flows and new initiatives to engage our customers."
Christine Reil - Director of E-Commerce, MESSYWEEKEND

The Results

Driving 73% growth with a data-driven automation strategy


The collaboration with MESSYWEEKEND led to innovative solutions beyond a standard e-mail marketing setup, resulting in an impressive 73% growth in e-mail revenue year-over-year, with automation flows contributing 51% and newsletters 49%.

Moving forward, we’re excited to optimise their automation setup further, expand their loyalty program with more benefits and triggers based on loyalty tiers, and integrate SMS into their marketing mix to reach customers more effectively and drive additional revenue.

The Client

MESSYWEEKEND


This Danish fashion brand specialises in stylish, high-quality unisex eyewear for every occasion—summer sun, snowy slopes, or screen time. Complemented by a range of minimalist accessories, their products cater to a youthful audience and focus on affordability. They offer premium designs at a fraction of the price of comparable brands.

messyweekend.com

Contact

Casper Ackermann

Senior Director & Head of Marketing Automation

Phone: + 45 53 65 83 43

[email protected]

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