Brief
Structure a high-performing automated email strategy
Stay Sharp, always seeking innovation, wanted to improve customer communication while optimizing marketing effectiveness. The brand mandated Maze to design a Klaviyo automation strategy able to structure communications, better engage its audience, and maximize campaign impact.
- +45%Sales
- +21%Conversion rate
- +5%AOV
Goals
Simplify communications and strengthen engagement
The project aimed to transform email communications into a structured system able to support customers throughout their relationship with the brand. The goal was also to optimize team time by automating sends while keeping communication relevant, coherent, and aligned with Stay Sharp’s expertise.
Tools and partners
Complexity and challenge
Turn product expertise into automated content
Stay Sharp operates in a universe where expertise is central. Products—especially Japanese knives—require a certain level of knowledge around both use and care. The challenge was therefore to translate that expertise into relevant content able to educate, engage, and convert, while fitting an automation logic.
Complexity lay in message structure. Each communication needed to match the customer’s maturity level: brand discovery, first purchase, product use, or loyalty. It was also important to avoid overly promotional or repetitive communication in favor of more useful, differentiating content able to strengthen long-term customer relationships. Finally, the project needed to balance automation and personalization—ensuring relevance without weighing down internal management.
Approach
Structure content around the customer lifecycle
The project began by analyzing existing communications and user behavior to identify improvement opportunities. Maze then defined a CRM architecture structured around the different stages of the customer lifecycle, organizing communications in a logical, coherent way.
Particular attention was paid to audience segmentation so messages could adapt to behaviors, purchases, and engagement level. Content was treated as a strategic lever—transmitting brand expertise while supporting users through their journey.
Solution
A personalized, content-oriented automation strategy
Maze implemented a complete Klaviyo automation strategy, including creation of targeted, personalized flows. Each flow was designed around a specific intent—whether welcoming new customers, re-engaging users, or promoting offers.
Content was developed to reflect Stay Sharp’s expertise, combining tips, product education, and promotional messages to create richer, more engaging communication. Flow structure sends the right messages at the right time based on user behavior, while ensuring overall experience coherence. This approach turns email communications into a true customer relationship tool.
- +45%Sales
- +21%Conversion rate
- +5%AOV
Results
More effective, better-structured communication
Thanks to this strategy, Stay Sharp now benefits from an automated communication system that is more coherent and higher-performing. Messages are more relevant, better targeted, and better aligned with customer needs—improving engagement and campaign effectiveness. The team can now optimize its time while maintaining high-quality communication, supporting brand growth.
“Working with Maze was a great experience. They took the time to answer all our questions during the site migration and made sure all our needs were covered — and more. I’d definitely recommend them!”
Stay Sharp
