Originally founded in 2012 as a vintage motorcycle import and customisation business in Byron Bay, THRILLS has evolved into a culture-defining fashion label. With Brooke and Tabitha McGregor at the helm as the company founders, and mens and womens designers respectively, the brand draws inspiration from music, art and motorcycle culture.
THRILLS offers carefully curated and high quality styles. The lifestyle brand exists for the modern day outsider and embraces a timeless aesthetic.
Email marketing was performing well for Thrills who were utilising Mailchimp at the time, however there were inconsistencies in content & sending, segmentation was used sparingly, and dynamic content had not yet been utilised, leaving money on the table.
how we helped
30acres proposed a migration to Klaviyo, an email marketing platform with powerful integrations and data, which would provide Thrills with the tools to better personalise and automate their communications.
With the shift, we proposed these key areas for improvement to maximise performance: optimise layout and create a template for consistent use, run constant A/B testing, utilise customer segmentation, set-up robust automated flows (i.e. welcome, cart abandonment, and win-back), and deliver personalised/dynamic content. With these optimisations we aimed to improve key metrics including database size, open and click rate, traffic, revenue, and customer lifetime value.
Revenue from email increased by 176.85% in 2019 vs 2018, with conversion rate also increasing by 49.58%. Email marketing now accounts for ~30% of monthly revenue.
Conversion rate YoY
Improvement on Revenue YoY
of monthly revenue is from email