s360 & Pilgrim: E-mail migration enables scaling across markets

Together with Pilgrim, we consolidated six accounts into one united setup, significantly boosting efficiency and performance.

The challenge

Overcoming e-mail marketing complexity to unlock growth

Pilgrim, a global jewellery and fashion brand, faced challenges optimising its e-mail marketing setup to drive sales. They operated with one Shopify store for all markets but separate Klaviyo accounts for each country. This fragmented setup and a massive subscriber base created inefficiencies that were difficult to ignore. With multiple accounts, the team spent countless hours developing and duplicating e-mail setups for each account.

It quickly became clear that they needed a consolidated one-account setup to unify all efforts and enable scaling operations across markets.

Client

Pilgrim

Industry

Jewellery

9

%

increase in newsletter subscribers

15

%

increase in e-mail open rate

The Solution

Migrating into one unified email marketing account setup

To simplify Pilgrim’s complex setup, we migrated them to a single Klaviyo account. This unified setup made the foundation that enabled precise targeting across regions and a seamless delivery of personalised e-mails based on subscriber data, including location, browsing behaviour, and currency preferences.

We then built a comprehensive automation suite that covered every stage of the customer journey, from welcome and onboarding flows to loyalty, win-back, and post-purchase campaigns. Each flow was tailored to boost engagement, foster loyalty, and drive consistent growth.

Finally, we addressed their subscriber list. With such a large database, inactive subscribers can negatively influence performance metrics. To tackle this, we introduced a sunset flow to re-engage inactive users or remove them if they were unresponsive. This cleanup gave Pilgrim a clearer view of email performance, enabling them to make data-driven decisions.

“Our ambition is to become the best at email marketing in our industry. Still, that vision was quickly hindered by the highly time-consuming management of our previous setup. s360 was the sparring partner we needed to optimise our email setup and guide us toward our ambition. And the results speak for themselves; we've significantly improved the channel's performance and look forward to seeing what the collaboration can achieve.”

Frederikke Helsinghoff, B2C E-commerce Manager, Pilgrim

The Results

Remarkable email results in just a few months

In just a few months, Pilgrim’s new e-mail marketing setup delivered remarkable results:

The number of subscribers grew by 9%, a significant achievement given their large base.
E-mail-driven revenue nearly doubled
The volume of automated e-mails tripled
Open rates improved by 15%, and Click-through rates increased by almost 2%

These gains demonstrate the power of a streamlined, data-driven strategy to boost performance and customer retention. Building on this revamped e-mail marketing setup, the next steps include implementing a loyalty program, refining segmentation, and expanding into SMS and omnichannel experiences to drive even greater results.

The Client

Pilgrim

Founded 1989 in Skanderborg, Denmark, Pilgrim began as a festival stall and has since grown into a globally recognised brand. Specialising in jewellery, watches, and sunglasses, Pilgrim remains true to its roots in handcrafted Danish design. Today, their products are available online, in flagship stores, and through renowned retailers like Matas, Zalando, and Magasin, bringing timeless Scandinavian style to customers worldwide.

www.pilgrim.net

Contact
Casper Ackermann
Senior Director & Head of Marketing Automation
[email protected]

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