Customer Story:
Frame Destination

9245% Revenue Increase With Klaviyo & Email Marketing Strategy

The Client

Frame Destination is a leading online store for photo frames in the largest variety of sizes. It offers everything from photo frames and framing supplies to photo storage and framing accessories.

Customer Base: Photographers and artists

ESP: Mailchimp (before), Klaviyo (after)

Shopping Cart: Magento

Other Apps:

  • JustUno - for overlay popup
  • SendGrid - for order confirmation emails
  • ShipWorks - fulfillment software, shipping confirmation emails
  • The Challenge

    Frame Destination's Growing Pains


    Before engaging with the client, their success was limited using Mailchimp, and while their list grew, the rate of new subscriber growth was slow. There was definitely some lack of effectiveness and efficiency when it came to retaining customers and spurring former customers to buy again.


    The state of Frame Destination's email marketing when they came to Essence of Email was undeveloped. They were using Mailchimp, but did not have any clear metrics on the effectiveness of the email program.


    After coming to Essence of Email, a full work up and tailor-made plan was created that fit the client’s needs and to best target their market. This was accomplished through implementing a custom-tailored email marketing strategy that would segment and utilize their lists most effectively using the best applications and programs.

    The Solution

    Strategy Overview

    We recommended a migration to Klaviyo as a new ESP. Klaviyo could solve Frame Destination’s email marketing limitations by pairing targeted content with well-timed messages in the right format.

    Our initial goal was to implement more targeted automation sequences and to send consistent email campaigns, in order to start using the new data and segmentation functionalities.

    Migrating to Klaviyo enabled better leads and increased overall conversion into sales.



    Campaign Title: Foolish Prices on Frames

    This email was the highest performing email sent in April 2017, solely from a revenue standpoint. A promo was run introducing a free shipping offer on orders over $75, and the result was 133 orders from this email alone to equal a total value of $33,733.17.


    We’re proud to say that the client was able to take maximum advantage of the list and spur subscribers to purchase based solely on the content of the email campaigns (which were both well-targeted and timed).

    Developing a smart campaign strategy became the mainstay for their email marketing plan, and proved to be effective.

    The client is enjoying solid results and is now much more interactive with their customer base via email, all of which breed good conditions for long term business success.

    Wrap up

    We are proud to say that migrating to Klaviyo opened up the opportunity to generate better leads and increase overall conversion rates into real sales. We started by building a solid foundation and created flow sequences that would capture and monitor leads better.

    The new email marketing program is running quite efficiently now, with the combination of consistent, well-developed email campaigns and hyper-targeted automated flow sequences both pulling their weight in making the total email channel a success.

    This case study is meant to show you a prime example of how using the right ESP and taking advantage of a great email marketing strategy can boost your email channel metrics and contribute solidly to the top line of your eCommerce business.

    Curious on how we can help you improve your email channel ROI?

    Drop us a note and we’ll get back to you ASAP! |