MESHKI achieves 123x global Klaviyo ROI in 2024

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Since launching in 2013, MESHKI has grown from a blog-style Instagram page to a global fashion retailer. Today, they sell everything from wedding dresses to athleisure outfits, and ship to over 190 countries across Asia Pacific, North America, and Europe.

Even with rapid expansion over the past decade, MESHKI’s mission remains the same: to help women of all sizes and body types become their most confident, empowered selves.

Video originally published June 2024

Learn how Klaviyo enabled MESHKI to make data-driven decisions

Challenge

Scaling globally was a key goal for MESHKI. To do that, the brand needed a unified customer data and marketing platform that would allow them to understand their customers globally. 

But their tech stack didn’t allow for that. With email marketing in Klaviyo and SMS marketing with another provider, the brand’s data was divided between disparate platforms. 

Solution

Consolidating data, email and SMS in Klaviyo gave MESHKI a single source of customer truth. This empowers the team to tailor messages for maximum relevance, and gives them the insights they need to make more data-driven business decisions. 

The brand has continued to invest in Klaviyo, operating with 3 accounts, each aligned with a key international market. In 2024, they grew their global email subscribers by 26%.

The most useful thing about Klaviyo data is that anyone in the team can come and ask me a question about our customer and get a really clear answer. The two platforms I look to for customer insights are Klaviyo and Shopify.

Strategy

With Klaviyo as their central source of customer truth, MESHKI has successfully grown in multiple international markets and continued to drive an incredible customer experience by:

• Making data-informed business decisions: When expanding in the US, MESHKI needed to make a decision about where to open their third party logistics warehouse (3PL), so they turned to data in Klaviyo. 
  “You want to make sure you’re making the right decision, because it’s massive operationally and it’s a huge investment,” shared Hayes. “California is technically our biggest market, but when we looked at the data, we noticed the second, third, fourth, and fifth highest customer pools all surround New Jersey — so we opened there. Everything’s in the data.”
• Narrowing in on top-performing suburbs: The MESHKI team uses Klaviyo to inform their out of home (OOH) advertising strategy. “We use Klaviyo to narrow in on exactly which suburbs our customers are in so we can make better decisions about our OOH advertising, which is a huge investment for us.” Hayes explains.
• Personalising communications for their customers: MESHKI uses Klaviyo AI’s dynamic product feeds to automate personalisation at scale, ensuring shoppers receive handpicked product recommendations. This is especially important when they are recommending products in categories like bridal, where sending the right message in the right moment can be make or break. 

“We need to ensure our CRM strategy not only is effective but directly impacts the business’s bottom line,” says Tiarne Warren, head of trade marketing and ecommerce at MESHKI.

By bringing SMS into Klaviyo, we’ve been able to consolidate our tech stack, make our workflows more efficient, and access customer data all in one place.