FASHION & FOOTWEAR · CASE STUDY

Make the migration count after launch.

Audience discipline, a Klaviyo flow launch and more useful customer reporting for Marcus Fashion, delivered through the Eli Zeta portfolio.

Documented work: September 2021–March 2023 · selected milestones

01 · THE CONTEXT

A new platform was part of a longer programme.

Marcus Fashion was one of the stores Thrivelia supported through Eli Zeta. The work brought together campaign production, audience selection and the move into Klaviyo. It sat inside a wider portfolio relationship, rather than a separate direct contract with every store.

The challenge was continuity: keep communications moving while improving the rules behind them. The historical records show work on engagement-based audiences before the Klaviyo launch, followed by live flows and more detailed customer reporting.

The most useful way to understand this project is as a progression. First, check who should receive a message. Then launch the journeys. Then ask what those journeys reveal about the customers who come back.

02 · THE FOUNDATION

Eligibility is part of the creative brief.

In September 2021, a review of a Marcus audience identified a missing engagement condition. The same quality-control discussion covered calls to action, links, subject lines and preview text. Audience rules and the visible email were being reviewed together.

The team also discussed comparing designed emails with plain-text versions. Trayan specified that the subject line should stay the same when testing the format, because the intended focus was the click response. Changing both would make the comparison harder to interpret.

That is a transferable lesson for campaign testing: decide which choice the experiment should answer, then keep the other important choices stable. The record supports this testing instruction, not a claim that one format won.

03 · THE LAUNCH

Klaviyo became a working programme.

A retrospective written on 4 December 2022 records the Marcus flow launch in October. A separate November message confirms the account was in Klaviyo. These establish a delivery milestone beyond preparing copy or approving layouts.

Campaign work continued around the new flows. November instructions included a plain-text email within the sequence. December planning used an engaged audience and scheduled follow-up rather than treating the full database as one undifferentiated list.

The practical implication is that a migration is more than moving contacts. Flow activation, campaign eligibility and creative decisions have to work together after the platform change. A new tool does not remove the need to understand who is receiving each message.

04 · THE NEXT QUESTION

Which returning customers are worth more?

By March 2023, the team was working on average-order-value reporting for named win-back and customer segments. That request moved the discussion beyond a single account-wide average and towards the behaviour of distinct groups.

A useful win-back review asks more than whether someone opened an email. It asks who returned, what they bought and whether different groups produced different order values. The reporting task demonstrates this direction of analysis; it does not supply a verified AOV lift.

This is where operational work becomes more useful for decision-making. Segment-level reporting can help a team decide where to investigate the offer, timing or product story next, rather than sending the same follow-up to every inactive customer.

05 · THE OUTCOME

A live lifecycle and a better set of questions.

The confirmed transformation was an October Klaviyo flow launch within an ongoing campaign programme, followed by customer-segment reporting work. The historical performance summary described an improvement after the move, while explicitly crediting stronger paid acquisition and a larger retargeting audience as contributing factors.

The original comparison window and attribution settings are not preserved in the recovered summary, so this page does not turn it into a percentage-growth headline. The useful lesson remains concrete: launch the journeys, maintain audience discipline and assess the customer behaviour behind the headline.

Scope: selected work documented from September 2021 to March 2023, delivered through Eli Zeta. Current brand photography illustrates Marcus; it is not presented as the historical email creative.

QUESTIONS ABOUT THE WORK

What this case study shows.

What should improve after an email-platform migration?

Marcus Fashion’s work combined a Klaviyo flow launch with audience discipline and customer reporting. Moving platforms is only a delivery milestone. A useful post-migration review asks whether the right customers enter the journeys, whether campaign audiences are appropriate and whether reporting distinguishes higher-value returning customers.

What should be checked before switching off old email automations?

Map triggers, active recipients, consent status, exclusions and data dependencies. Confirm replacement journeys receive the expected events and send correctly, then plan the cutover around people already in progress. Monitor entries and duplicate sends afterwards. This is a practical migration checklist, not a claim that every listed check formed part of this project.

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For a similar customer journey, explore our Klaviyo agency services and the fashion and apparel retention guide. Use the case's scope and measurement context to decide which lessons fit your account.

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