Brief
Evaluate and optimize an already mature email strategy
With a rich database, active automation flows, and a sustained cadence of monthly newsletters, Looky already had a well-developed email ecosystem on Klaviyo. With continuous optimization in mind, the brand mandated Maze to run a full audit of its email strategy to identify improvement opportunities and maximize overall channel performance.
- +5%Conversion rate
- +9%AOV
- +10%Sales
Goals
Maximize engagement and return on investment
The project aimed to improve the effectiveness of existing email campaigns and automations. The goal was to optimize audience engagement, increase flow and newsletter performance, and structure a more coherent strategy able to maximize communications ROI.
Tools and partners
Complexity and challenge
Optimize an existing system without breaking its balance
Unlike a build-from-scratch project, Looky already had an active, high-performing email strategy. The challenge was therefore to identify optimization axes in an existing system without compromising current performance. Complexity lay in the interdependence of CRM elements. Automated flows, campaigns, and audience segments are linked—so a change can impact the entire system.
The challenge was also to move from an execution logic to a strategic one: align communications with the customer lifecycle, refine segmentation, and improve message relevance. Finally, the project needed to reconcile performance and brand experience, ensuring every communication stays coherent with Looky’s visual universe and positioning.
Approach
Performance analysis and technical CRM audit
The mandate began with a deep analysis of automated flow performance and newsletters sent via Klaviyo. Maze evaluated campaign results, automation structure, and segmentation logic to understand how the overall strategy works.
The analysis also covered technical emailing aspects, including deliverability, flow structure, and trigger coherence. This approach identified friction points, improvement opportunities, and performance levers to activate.
Solution
Strategic and technical optimization of the email ecosystem
The solution centered on complete CRM system optimization—aligning strategy, structure, and technical performance. Automated flows were analyzed and adjusted to better match the different stages of the customer lifecycle. The goal was to make communications more relevant based on user behavior and engagement level.
Audience segmentation was refined to enable more precise message personalization, improving engagement and conversion. Technically, optimizations were made for more stable, high-performing campaigns—including improved send structure and trigger coherence. Finally, particular attention was paid to overall communication coherence to create a fluid, consistent experience across email touchpoints.
- +5%Conversion rate
- +9%AOV
- +10%Sales
Results
A higher-performing, better-structured email strategy
Following this engagement, Looky benefits from a more robust, better-structured, higher-performing email marketing strategy. Communications are now more targeted, more coherent, and better aligned with the customer lifecycle—improving audience engagement and overall campaign effectiveness. The brand now has an optimized CRM ecosystem able to support growth and evolve over time.
“The team is incredibly responsive and always makes sure to find effective solutions to our needs—often before we even bring them up. They don’t just deliver what’s expected; they also bring fresh, valuable ideas that truly help move our business forward. Their warm, human approach makes collaboration smooth and enjoyable.”
Looky
