How to turn customer data into confident marketing decisions, according to Marine Layer

Marine Layer collects so much data on how their customers interact with their brand, you might expect the team to get stuck in endless analysis.

In the California-cool apparel retailer’s Klaviyo account, the team can see data going back to when they started on the platform—7+ years ago.

That includes information on what each of their email subscribers:

• Bought online and in stores
• Clicked in emails and text messages
• Abandoned a digital cart

It’s a lot of information. But the team is moving more decisively than ever.

“Klaviyo has really helped us have more confidence in the decisions that we’re making around retention,” says Renee Halvorsen, Marine Layer CMO.

To close the gap between data and action, the Marine Layer team uses Klaviyo’s platform and support to:

1. Test creative, timing, and more

Marine Layer uses Klaviyo’s A/B testing and Smart Send Time feature to collect data on what performs best with their audience—and send the optimal subject lines at the best times.

It’s easy, says Natalia Porro, their senior web merchandiser. She estimates setting up an A/B test takes her a minute or less.

After 3 hours, the top-performing creative automatically sends to the majority of their email list.

Since ramping up testing, Porro has learned that certain phrases reliably resonate in a subject line—like “new,” best seller,” and “#1.”

Bigger picture, testing has helped the marketing team operate more creatively and efficiently.

“Being really confident using the Klaviyo testing tools has allowed our team to try more things and narrow in on things that are working,” says Halvorsen. “Rather than having big, open-ended questions around all of the marketing content that our team is creating, they can operate with more precision.”

2. Let your brand guide you

Test results aren’t always conclusive. Sometimes, two send times or designs don’t perform significantly differently.

That’s still actionable information, though. It means whatever you choose won’t tank performance—so you can go with whatever feels right. Or most on-brand.

“Oftentimes, the answer is the data isn’t going to give you the answer,” says Halvorsen. “So you can feel more confident to do what you want to do as a brand.”

3. Consult with channel and platform experts

Marine Layer looks to their Klaviyo customer success manager (CSM) for additional context on their engagement data—what it means, how it’s collected, and what tactics might improve it.

Their CSM has helped Porro build a variety of abandonment flows, and suggested launching SMS marketing.

“I would 1,000% recommend Klaviyo to other businesses, especially for the customer service,” says Porro. “They’re always there if you have a question or need help.”

Since Apple’s iOS 15 changes, Marine Layer has also stopped optimizing for email open rate based on advice from their CSM. Now, they focus to click rate and conversion rate.

“The awesome customer service we’re getting from Klaviyo gives our team confidence that they really understand customer engagement,” Halvorsen says. “Our Klaviyo rep isn’t listing off features and force-feeding us new ideas. He’s really listening to our specific business challenges and empowering my team to be even better at their jobs.”