Deliverability Meets Design: How Shinola Grew Klaviyo Revenue 27% During BFCM
When Shinola set out to modernize its customer communication, the Detroit-born luxury brand partnered with Zettler Digital to refine deliverability, elevate segmentation, and launch SMS as a key performance channel.
About Shinola
Founded in Detroit, Shinola is a modern luxury brand crafting watches, leather goods, and jewelry built to last. As the company evolved its retail strategy, it aimed to strengthen customer relationships through smarter, more intentional digital communication.
Reimagining BFCM for a Premium Brand
For years, Shinola avoided Black Friday–Cyber Monday promotions to preserve its non-promotional image. But shifting consumer expectations and the brand’s growing online business called for a new approach — one that could drive engagement without diluting brand equity.
Deliverability-Driven, Customer-First Strategy
Refined segmentation
Zettler Digital rebuilt Shinola’s send logic to focus on high-engagement audiences, improving deliverability and inbox placement.
SMS as a performance channel
The team introduced personalized SMS campaigns alongside targeted email drops to increase conversion without list fatigue.
Smarter automation
Core Klaviyo flows were re-engineered around Shopify triggers, capturing high-intent moments like cart and checkout abandonment.
Performance Highlights
The combination of segmentation discipline, channel synergy, and strategic SMS adoption helped Shinola deliver its strongest holiday performance to date — all while maintaining its luxury positioning.
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+27%
YoY Klaviyo-attributed revenue during BFCM
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+48%
YoY revenue per email recipient
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+40%
YoY revenue from flows
Founder, Zettler Digital
Featured by Klaviyo
This collaboration was recognized by Klaviyo as an example of world-class lifecycle execution.
