Shinola Case Study
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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.

The Challenge

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.

The Solution

Deliverability-Driven, Customer-First Strategy

Refined segmentationZettler Digital rebuilt Shinola’s send logic to focus on high-engagement audiences, improving deliverability and inbox placement.

SMS as a performance channelThe team introduced personalized SMS campaigns alongside targeted email drops to increase conversion without list fatigue.

Smarter automationCore Klaviyo flows were re-engineered around Shopify triggers, capturing high-intent moments like cart and checkout abandonment.

The Results

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.

  • +27%

    YoY Klaviyo-attributed revenue during BFCM

  • +48%

    YoY revenue per email recipient

  • +40%

    YoY revenue from flows

“

“The drum I constantly beat is deliverability. Who are we reaching, and who are we intentionally not reaching? That’s helped Shinola surface in the right inboxes and drive revenue per recipient up significantly.”

”
AvatarBen ZettlerFounder, Zettler Digital

Featured by Klaviyo

This collaboration was recognized by Klaviyo as an example of world-class lifecycle execution.

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