July drives 230x Klaviyo ROI with help from precise segmentation

July redefines travel essentials with stylish, thoughtfully designed luggage and accessories that won’t break the bank—or break down after one trip. Founded in 2019, the brand’s sleek collections quickly attracted a following in Australia. The travel bug bit, and soon, they were exploring new shores in North America, Europe, and Asia.

Learn how Klaviyo helped July boost revenue with precise segmentation

Challenge

Initially a direct-to-consumer brand, July has recently expanded their range of products and diversified their sales channels, opening several retail stores across Australia.

As July expanded into international markets and retail, the brand needed a platform that could scale alongside them and support audience segmentation for more targeted product drops. Managing cohesive campaigns across various regional accounts was also critical to their success.

Initially, July sent product launch notifications to their entire email list. But as the brand expanded product range and launched new categories, such as handbags, they required more sophisticated segmentation to ensure the right messages reached the most relevant customer groups.

“As our product range grew—from suitcases to bags and accessories—effective audience segmentation became non-negotiable,” explains Zhoe Low, global general manager at July. “A platform that allows us to launch new products while keeping each drop highly relevant to the right customer segments is crucial.”

As our product range grew—from suitcases to bags and accessories—effective audience segmentation became non-negotiable. A platform that allows us to launch new products while keeping each drop highly relevant to the right customer segments is crucial.

Solution

“We tested a few platforms in the early stages of our business and found that Klaviyo was the best fit due to its seamless integration with other tech platforms we were using, most notably, Shopify,” says Low.

With Klaviyo, July can send highly targeted messages to customer segments, rather than blasting their entire mailing list.

For example, “we can target individuals who have visited a similar product’s landing page in the last 90 days,” Low explains. “The result is often sell-outs for limited-edition products”—like the brand’s recent blush pink luggage line, which sold out quickly after catching the eye of trendy travellers.

We tested a few platforms in the early stages of our business and found that Klaviyo was the best fit due to its seamless integration with other tech platforms we were using, most notably, Shopify.

Strategy

As July’s business expanded and popularity soared, several key tactics have fuelled their revenue growth and doubled their email list:

• Sending exclusive access emails to generate buzz and demand, inviting customers to sign up for early access to July’s coveted new product drops. The brand’s Juliette collection, for example, sold out 10 days after launch—and the Klaviyo-powered waitlist exploded. Subsequent restocks sold out, too.
• Creating custom segments based on individual behaviour and purchase history. For example, to promote a new product colour available in stores, July sent a targeted email to customers within a 20-kilometre radius of their retail locations in Melbourne, Sydney, and Brisbane. These highly personalised messages have contributed to a 52% year-over-year growth in Klaviyo-attributed revenue.
• Operating more efficiently using Klaviyo’s drag-and-drop email builder and cloning features. These tools allow the July team to automate customer communications and quickly set up new regional accounts, saving them “several days” of account set-up time, estimates Alex Caruana, ecommerce coordinator at July.

“With a lean marketing team and a massive global footprint, July relies on Klaviyo’s tools to effortlessly execute campaigns across regions,” Low says.

With a lean marketing team and a massive global footprint, July relies on Klaviyo’s tools to effortlessly execute campaigns across regions.