Strategy, Email, Social Media Marketing
ROMAN USA
2021
Overview
ROMAN USA is a luxury women's clothing brand based in Virginia, known for its elegant designs and loyal customer base. While the brand had strong in-store relationships, it sought to increase online revenue and deepen customer loyalty through more intelligent digital engagement.
Problem
Despite its loyal following, ROMAN USA was not fully capitalizing on its digital channels. The challenges included:
- An underutilized email list with limited personalization or automation
- Low re-engagement from previous customers
- Lack of data-driven campaign structure for seasonal and high-intent buyers
- Inconsistent performance across email and SMS platforms
The goal was clear: boost repeat purchases, maximize ROI from owned channels, and create a measurable impact on revenue.
Our Solution
AEON Digital launched a comprehensive email & SMS marketing program designed specifically for fashion e-commerce:
Advanced Email Flows & Personalization
- Created custom flows for the welcome, abandoned cart, post-purchase, and win-back campaigns.
- Used dynamic segmentation to target high-intent customers and recent buyers.
Performance-Driven Content Strategy
- Developed compelling, on-brand visuals and product-driven messaging.
- Ran A/B testing on subject lines, send times, and CTA placements for maximum conversion.
SMS Marketing Integration
- Integrated SMS touchpoints for flash sales, restocks, and VIP alerts.
- Synced with email flows for a cohesive omnichannel experience.
Klaviyo Reporting & Optimization
- Closely monitored KPIs via Klaviyo dashboards to continuously optimize for revenue per recipient (RPR), open rate, and CTR.
Results
AEON Digital’s email and SMS strategy transformed ROMAN USA’s e-commerce performance, driving a 122% surge in revenue per recipient. By leveraging custom flows, dynamic segmentation, and performance-driven content, we smashed industry benchmarks. Our Klaviyo dashboards tracked key metrics, showing open rates at 43.17% (35.67% above the industry average), click rates at 1.64% (40.17% higher), and a placed order rate of 3.82% (a staggering 4,675% above average). The table below breaks it down:
These results prove ROMAN USA’s email and SMS channels are now a powerhouse, boosting repeat purchases and customer loyalty far beyond expectations.
Conclusion
By reimagining ROMAN USA's email and SMS strategy, AEON Digital achieved a 122% surge in revenue per recipient, outpacing industry averages by a significant margin. With enhanced flows, engaging content, and performance analytics, ROMAN is now leveraging email as a revenue engine, not just a communication tool.
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