Brief
Analyze and structure the email strategy
Soha wanted to improve the performance of her email channel and further structure her communications with her customers. Although email marketing was already part of her digital ecosystem, automations and campaigns were not being utilized to their full potential.Maze was tasked with conducting a comprehensive audit of the email strategy and designing an automation architecture capable of supporting the brand's growth and improving customer engagement.
Goals
Transforming Email into a Loyalty Lever
The project aimed to evolve Soha's email communications towards a more strategic and structured approach. The goal was to establish a communication system capable of supporting customers at different stages of their relationship with the brand: discovery, first order, engagement, and loyalty.
Tools and partners
Complexity and challenge
Structuring an often underutilized channel
In many e-commerce companies, email marketing is primarily used for sending one-off promotional campaigns. The challenge was to transform this channel into a true CRM system capable of sustaining customer relationships over time, using behavioral data and automations to create more relevant communications.
Approach
CRM Audit and Customer Lifecycle Analysis
The mandate began with an in-depth audit of the existing email ecosystem, including analysis of sent campaigns, current automations, and overall channel performance. This analysis identified key areas for improvement and key moments in the customer lifecycle where automated communications could generate more value. Based on these findings, Maze defined a CRM architecture structured around the different stages of the customer journey. Particular attention was paid to audience segmentation to adapt communications based on user behavior and purchase history.
Solution
An automation architecture on Klaviyo
Based on the audit's findings, Maze designed an automation strategy on Klaviyo aimed at structuring the brand's email communications.
Several CRM flows were implemented to support customers at different stages of their relationship with the brand, particularly when they join the ecosystem, after a purchase, or during periods of inactivity.
These automations allow for sending more relevant messages better tailored to user behavior, while strengthening engagement and loyalty.
- +31%Open rate
- +40%Click rate
- +83%Conversions
Results
A more structured and effective email channel
Thanks to this strategy, Soha now has a clearer and better-structured CRM system. Communications are now better aligned with customer behavior and needs, which improves the effectiveness of the email channel and strengthens the relationship between the brand and its customers.
“We brought Maze in to audit and rebuild our first Klaviyo flows, and we’re thrilled with the outcome. Their professionalism stands out, it’s something you rarely see, even with more well-known agencies. What I especially appreciated is that they don’t try to do everything: they specialize, and it shows in the quality of their work.”
Soha
