How Fields used Klaviyo to rebuild trust, boost engagement, and strengthen deliverability post-rebrand
THE CHALLENGE
Rebuilding brand awareness and engagement post-rebrand
Fields is a performance-lifestyle inspired brand offering sneakers and apparel at the intersection of sports and streetwear. The brand emerged from SneakerBAAS, a legacy retailer with a strong reputation in the Dutch sneaker scene. While the rebrand marked an exciting shift, it also meant starting from scratch in terms of brand awareness, having inherited a sizeable email list built under a different name, tone, and product focus.
This posed a layered challenge to:
- Reignite interest among legacy subscribers unfamiliar with the new Fields identity
- Re-establish trust and credibility under a new brand name
- Drive engagement while maintaining strong email deliverability
THE SOLUTION
Segmentation, personalised email journeys, and gradual reintroduction
To overcome the challenge, we deployed a segmentation-first, brand-led strategy rooted in behavioural data and AI-driven personalisation. We rebuilt lifecycle flows, pairing targeted messaging with automated journeys to re-engage dormant users and drive fresh engagement:
- Reignite interest & rebuild trust
We showcased the Fields brand through a reintroduction email series with lifestyle-rich imagery, clear value propositions, and subtle nods to the SneakerBAAS legacy. This helped bridge the identity gap and signal a fresh brand voice.
- Engagement strategy
Using AI-powered segmentation, we grouped the legacy audience by engagement history and location and delivered targeted content for each group.
- Protecting deliverability
We implemented a warm-up phase: slow reintroduction of campaigns to lower-risk segments first, gradually scaling as engagement improved. Clean list hygiene, testing subject lines, and smart send-time optimisation ensured our deliverability remained strong.
THE RESULT
152% increase in open rates, and strong conversions despite warm-up phase
The average open rate of campaigns increased by 152%, while the average click-through rate rose by 65% demonstrating strong re-engagement. Automated email flows performed even better, with a 63% increase in open rates and 330% increase in click rates, reflecting the impact of personalised customer journeys. We closely monitored sender reputation using Klaviyo’s deliverability score, which improved by 110% (37 to 78 score) over three months since the launch.
Despite being in a cautious warm-up period during the January launch, Fields saw solid attributed conversions—only a 26% drop compared to December under the previous brand. This was a strong result considering the rebranding, segmented sending, and reduced volumes typical of a warm-up strategy.
CONCLUSION
Our data-driven approach not only reignited interest and rebuilt trust, but also improved core email metrics across the board with engagement and deliverability performance seeing significant lifts.
Through a mix of strategic segmentation, AI-powered personalisation, and brand-led storytelling, we transformed a prospective list of subscribers into an active community, proving that the right message at the right time wins inbox attention.
