Estelle Colored Glass drives 35% of 2023 ecommerce revenue with Klaviyo

Estelle Colored Glass makes vintage-inspired colored glass stemware and cake stands, hand-blown by artisans in Poland. Founder and CEO Stephanie Hall likes to call these heirloom-quality pieces “jewels for your home.”

Hall named the luxury retail brand after her grandmother, Estelle, a passionate antiquer with a colored glass collection Hall admired growing up. Today, the brand’s growing cohort of customers can entertain in the same elevated way Estelle did—and gather hosting and tablescape tips from Estelle Colored Glass’s emails, sent via Klaviyo.

Learn how Estelle Colored Glass “improved customer relationships” with Klaviyo

Challenge

In the early days, Estelle Colored Glass didn’t use email marketing. They didn’t need to. Back in 2019, Hall felt Facebook and Instagram posting fueled plenty of growth.

“It was a newbie mistake, not starting off with email marketing,” she says now. “We weren’t building an email list, and honestly, I didn’t know how bad that was.”

It was a newbie mistake, not starting off with email marketing. We weren’t building an email list, and honestly, I didn’t know how bad that was.

Then in 2021, Hall attended a conference where a speaker warned against overreliance on social media. Algorithms change, prices fluctuate, and brands can lose visibility suddenly. The speaker recommended investing in email marketing, and building a list of owned contacts—not just followers. She said it was a top revenue driver for her brand.

Hall was intrigued. But to get started, she needed an email marketing tool.

Solutions

Estelle Colored Glass quickly ruled out Mailchimp. Marketing director Angelica Mazurek had used it in a prior role, and she found it hard to build emails and segment her list.

“Compared to Mailchimp, Klaviyo is way more user-friendly,” she says.

Compared to Mailchimp, Klaviyo is way more user-friendly.

Plus, when the team surveyed other luxury retail brands, household names used Klaviyo—which told the team Klaviyo would continue to work Estelle Colored Glass as they grew.

“Scalability was top of mind,” Hall says. “I didn’t want to get started with one platform and then have to switch over.”

They selected Klaviyo, and found that the conference speaker was right: email is a powerful revenue driver. On days they send marketing emails, they see a noticeable revenue lift. In 2023, about 35% of Estelle Colored Glass’s ecommerce revenue came from Klaviyo.

Strategy

Email does more than make money for Estelle Colored Glass. “We have improved customer relationships with Klaviyo,” Mazurek says.

They’ve ramped up lifestyle content and hosting tips in emails, and customers are staying engaged post-purchase in a measurable way, opening and clicking emails—and maybe even buying additional glassware as a gift.

Here are some ways the brand cultivates long-term relationships:

• Doubling email campaign frequency: Because email drives such visible incremental revenue, Estelle Colored Glass increased their weekly campaign sends from one to two starting in Q1 2024—with no noticeable deliverability drops. In fact, their spam complaints dropped 38% YoY in Q1 2024, and their Klaviyo-attributed revenue jumped 46%.
• Going deeper with audience data: Estelle Colored Glass’s social audience rushed to subscribe early on, and it’s easier to track individual engagement and preferences with Klaviyo than it is on a social platform. Soon, with Klaviyo’s Elevar integration, Estelle plans to launch post-purchase surveys, and get to know their audience even better.
• Launching Klaviyo SMS: Later in 2024, the brand plans to debut SMS marketing to share timely updates about product launches and sales. Hall used Attentive in another role, but at Estelle Colored Glass, she and her team decided keeping email and SMS in one platform would minimize log-ins and keep things simple.

Ultimately, Hall is glad she didn’t wait any longer to get started with email—and getting to know her brand’s following better.

“Looking back, I’m glad I was a part of that conference, because it’s true—email changes everything,” she says. “We started as a brand that sells beautiful glassware, but by adding that layer of communication with Klaviyo, we’ve transcended into a lifestyle brand.”

Email changes everything. We started as a brand that sells beautiful glassware, but by adding that layer of communication with Klaviyo, we’ve transcended into a lifestyle brand.