The Challenge
Ember had a growing subscriber base across EMEA but lacked strategic email infrastructure. The existing setup presented several issues:
- No audience segmentation or regional targeting
- Absence of automation workflows
- Missing localized content strategies for different European markets
- Broad, unfocused email sends reducing engagement
The brand needed a partner who understood the nuances of European email marketing — from GDPR compliance to regional language preferences.
Our Approach
We implemented a comprehensive Klaviyo strategy built around three pillars:
Audience Segmentation & Deliverability
We rebuilt the email list architecture with proper hygiene and segmentation:
- Built GDPR-compliant email lists with verified opt-ins
- Removed unengaged users and invalid addresses
- Established regional segments for English, Dutch, and German-speaking markets
Content Strategy & Automation
We moved from ad-hoc blasts to structured, automated communication:
- Introduced welcome automations with exclusive discounts for new subscribers
- Established consistent content schedules balancing promotional and evergreen messaging
- Created templates that maintained brand consistency across all sends
Regional Campaign Development
Each promotional campaign was built for European relevance:
- 2-3 localized emails per campaign for increased regional relevance
- Content adapted for different markets, not just translated
- Timing optimized for each region’s engagement patterns
The Results
Year-over-year comparison (2024 vs 2023):
- +122% revenue increase — More than doubled email-attributed revenue
- +11% growth in campaign click rates — Reaching 2.38% unique click rate
- -28% reduction in unsubscribe rates — Down to 0.46%
- -38% decline in spam complaints — Healthier sender reputation
The combination of proper segmentation, regional localization, and structured automation transformed email from an afterthought into a primary revenue driver for Ember’s European business.