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.

Learn how Klaviyo enabled MESHKI to win over new markets

Challenge

Scaling globally was a key goal for MESHKI. To do that, the brand needed a unified marketing platform that would allow them to segment customers by regions, interests, and seasonal moments across email and SMS—and send them personalised messages on their preferred channel.

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.

Worse, the team was using a batch-and-blast SMS strategy, which increased unsubscribe rates while lowering conversions.

Solution

Switching SMS to Klaviyo enabled MESHKI to reach customers across multiple regions and channels, all from one platform.

Klaviyo’s multi-channel customer profiles offer a holistic view of each shopper’s interests, purchase history, and behaviours across email and SMS, empowering the team to tailor messages for maximum relevance.

Even at MESHKI’s global scale, Klaviyo’s segmentation tools ensure customers are receiving the latest seasonal releases and best-selling products tailored to what’s trending in their region.

The brand has continued to invest in Klaviyo, operating with 3 accounts, each aligned with a key international market.

“With Klaviyo’s robust segmentation features, we’ve witnessed a remarkable boost in click-through rates,” says Liz Hayes, CRM specialist at MESHKI. “Our revenue from email campaigns alone has soared by over 160% year over year, with our most successful campaign being our Black Friday Sale, which saw incredible cut-through.”

Our revenue from email campaigns alone has soared by over 160% year over year, with our most successful campaign being our Black Friday Sale, which saw incredible cut-through.

Strategy

With Klaviyo, MESHKI has successfully built an omnichannel strategy that delivers timely, relevant messages to customers across multiple international markets by:

• Harnessing each customer’s channel preferences for flows. Sending SMS only to SMS-engaged subscribers and reserving the channel for high-value moments—such as offering early access to a Black Friday sale—to boost engagement and reduce unsubscribe rates.
• Tapping into Klaviyo AI’s dynamic product feeds to automate personalisation at scale, ensuring shoppers receive handpicked product recommendations without manually building out thousands of campaigns.
• Drawing on Klaviyo’s ecosystem of pre-built integrations—including Aftership, Facebook, Shopify Plus, Typeform, Wufoo, and Zendesk. For example, MESHKI used Facebook lead gen to create a series of audience segments based on user interest in their upcoming bridal collection—allowing for more tailored, personalised communications when it came time to launch.

“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.”

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.