The Conran Shop
Klaviyo ESP migration

I led the migration from The Conran Shop’s legacy eCRM and ESP to a new platform during a very busy Q4 trading period, while TCS was undergoing a rebrand. Timelines were tight, with a fixed exit date, and it was crucial to avoid any email downtime during this important sales window.

The priority was building out and creating the new automated email flows. I wrote copy and designed the new templates, as well as building out the new flows to ensure emails were hitting the right audiences.

To ensure everything ran smoothly, I managed the domain warm-up through carefully segmented batch sends to avoid deliverability issues such as spam filtering or blacklisting.

From a technical side, we initially integrated with Magento while the new Shopify site was being built, then successfully transitioned the ESP over to Shopify once the new site launched a couple of months later.

Results of the replatforming:

• Email became the second best-performing channel for TCS

• Drove 21.8% of total users

• Generated 19.6% of total revenue

• Accounted for 20% of total conversions

• Email revenue contribution reached 39.3% (above peer range of 18.3%–36.8%)