Need to Know
- Warming the Chatters IP in two weeks was an ambitious objective, as an account of this size can typically take up to 30 days to ramp up.
- We streamlined Chatters' email campaign creation on Klaviyo by building a comprehensive modular template.
- A “lift and shift” approach to this migration ensured a smooth migration of content, flows, sign-up forms, and subscriber data from Emarsys to Klaviyo.
- Klaviyo's rich feature set helped to speed up and optimize email automation creation.
Chatters is a leading Canadian brand for hair services and professional hair products, serving national customers online and in-store.
Northern completed a rapid ESP migration from Emarsys to Klaviyo before the client’s current platform contract ended. Understanding that this objective required a tight timeline, Northern worked quickly to launch high-priority email automation workflows and complete IP warming as early as possible.
Given the size and maturity of its email marketing program, Chatters' required a sizable, strategic content and data migration to maintain (and exceed) its benchmarked performance. Northern's proven track record with email platform migrations was critical to ensure proficiency with minimal downtime.
Priming the account for scalable success post-migration was imperative for Chatters. Effectively moving the needle in revenue performance required careful planning and on-the-fly thinking from Northern’s team of agile SMEs. Holistically understanding the Chatters customer journey was vital in developing the foundations of the Klaviyo account, playing a critical role in delivering an “ideal state” solution in every aspect of the setup.
Northern developed and supported the coordination of a multi-campaign warming plan in a condensed time frame of 2 weeks. Scaling an account so rapidly required a proactive approach from Northern, adapting to deliverability data daily to ensure successful IP warming as quickly as possible.
Preparation before warming included a comprehensive modular template to use as a jumping-off point for all future campaign and automation activity. In addition to design readiness, Northern migrated data from Emarsys and audited the account to retain the most valuable data.
Northern systematically launched high-impact flows based on priority to support the warming process and begin driving revenue. Since launch, all flows have well-exceeded peer group revenue and deliverability benchmarks.