DECJUBA achieves 34% increase in revenue from Klaviyo flows with smart segmentation

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DECJUBA is a female-founded Australian fashion brand with a global ecommerce store and 140 retail locations across Australia and New Zealand. Guided by a customer-first and purpose-driven philosophy, their mission is to “leave the world more amazing than we found it” and the marketing team is focused on increasing customer loyalty. 

Learn how precise targeting in Klaviyo helped DECJUBA drive email and SMS performance

Challenge

Driving loyalty requires an understanding of customer behaviour, but DECJUBA’s existing tech stack offered little insight into how their customers were behaving. 

This meant they were unable to segment email subscribers based on engagement, which resulted in an increase in high unsubscribe rates due to over-sending. At the same time, the DECJUBA team were hesitant to SMS their database of opted-in customers. 

“We needed to strike the right balance between driving revenue and avoiding over-sending that could push people to opt out,” said Rachael Albicini, digital marketing manager at DECJUBA. 

Solution

To address these issues, the team turned to Klaviyo. With the help of email marketing agency Email Experts, they were able to consolidate their customer data, segment their audience effectively, and confidently send more email and SMS messages. 

“Klaviyo segmentation is easy to use, and enables us to be more targeted with our outreach – on both email and SMS,” said Albicini.

With all our data and a single customer view in Klaviyo, we can target unengaged subscribers with the right messages, but at a lower frequency, helping us avoid fatigue and keep communication meaningful.

“That’s something Klaviyo does better than any other tool — integrate with other tools so you can segment based on all your data,” shared Shaun Ernst, Founder and Managing Director at Email Experts. “We helped DECJUBA integrate with their in-store system, Apparel 21,  to make sure that we’re triggering events from in store behaviours” 

DECJUBA uses this information to identify customers that are more likely to shop in store or online and personalise messages based on purchasing habits, no matter where that purchase happened or which product line it was from. 

“With Klaviyo, we can create specific segments, target campaigns like weekly newsletters, and personalise automated flows. For example, if someone buys a DECJUBA Kids product, they’ll receive a tailored post-purchase experience that’s different from someone buying a regular DECJUBA item,” said Albicini. 

Strategy

Through precise segmentation and targeting, Klaviyo helped DECJUBA drive 53% revenue growth in their first year. Then, in 2024, the brand saw continued success thanks to a number of marketing initiatives. 

DECJUBA now rely on Klaviyo for:

• Improving their omnichannel experience: DECJUBA added SMS to their overall marketing strategy, targeting customers who haven’t responded to emails to re-engage them. And because DECJUBA can see all of their customer data in Klaviyo, they can easily exclude recently converted customers from SMS outreach to avoid communication fatigue. This approach has helped drive a 19% YoY growth in SMS campaign placed order rate and 20% growth in SMS subscribers in 2024. 

• Targeting at-risk and high-intent shoppers differently: DECJUBA refined their email strategy, sending tailored win-back campaigns to at-risk customers and focusing retention efforts on high-value, high-intent shoppers. This has helped the team reduce email frequency and keep their list engaged.
  
• Growing with lookalikes: DECJUBA uses Klaviyo’s Meta Ads integration to sync audiences of engaged customers, using them as a source for lookalike audiences. This helps the team target people who share similarities with their existing customers, helping to grow their customer base efficiently and minimize ad wastage.

The real value of Klaviyo isn’t just in its ability to help us email or text our customers—it’s in helping us really understand our customers’ behaviour so that when we do get in touch, we do so with relevance and perfect timing.