Heritage Parts Centre

An ESP migration from Dotdigital to Klaviyo, and overarching email strategy including advanced automation workflows, template design and integrations for one of the UK’s leading automotive parts suppliers.

58% increase in transactions

84% increase in revenue in first 6 months

28% increase in conversion rate

The client

With 7 geo-specific store views, Heritage Parts Centre is one of the leading suppliers of aftermarket and OEM parts for classic Volkswagen and Porsche cars, servicing vehicle enthusiasts across the world.

The brief

After building up a strong database using Dotdigital, the client looked to move to a new ESP, Klaviyo, to allow them to further their revenue growth.  We were tasked with cleansing, segmenting and migrating a large database to import into 7 individual Klaviyo accounts. creating dynamic and responsive templates and building logical automation flows.

In addition, we carried out stringent testing, preference and sign up forms as well as custom data feeds to make the most of their huge PIM powered catalogue.

The challenge

Migrate Heritage Parts Centre’s huge database, integrate with their Magento 2 website and build out a brand new email strategy.

Our approach

We started with a full export of all contacts from Dotdigital, segmenting out into individual store views, vehicle preferences and ensuring any suppressed contacts were carried over.

Once the integration was complete between Magento 2 and Klaviyo, we created mock ups for a new master email template before building in Klaviyo and testing thoroughly with our email testing tool, Email on Acid.

To allow us to get the most out of the platform quickly we set up automated flows to cater for Abandoned Cart, Welcome and Post-Purchase, with split tests around timing and discount codes to improve performance.

After this, we duplicated and translated across the different store views to ensure that each were consistent.

Thanks to Klaviyo’s intuitive builder, design testing is simple.  Testing different layouts for the abandoned cart blocks helped to increase conversion rate even further.

Data capture is made easy through Klaviyo, so sign up forms and preference centres were tested to encourage new signs up and enrich the profiles of existing contacts.

Then, to aid with data cleansing, we set up sunset campaigns to either re-engage or suppress contacts who were no longer opening or clicking emails, helping to reduce overheads and improve engagement rates.

We also created custom data feeds to bring products through from Magento with additional information to enrich product blocks and emails.

Why was it successful?

In the first six months – around £130,000 in revenue from email was tracked, a huge 84% up on the previous year.

The constant roll out of testing, optimising and evolving of the original templates as well as Klaviyo’s reusable blocks feature and ability to clone templates across multiple accounts has led to quick and long lasting growth in a relatively short space of time.

Why work with Kanuka Digital?

Kanuka Digital are a straight-talking digital marketing and web development agency who specialise in making eCommerce businesses flourish online.

✓ 10+ team of marketers, designers & developers with a passion for eCommerce

✓ Proven experience growing eCommerce companies from startups through to FTSE 100s

✓ Backed by iWeb, an award-winning eCommerce agency, with 20+ years experience

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