Declining email engagement despite a growing audience
For Wiley X, email plays a key role in driving revenue and customer lifetime value, particularly for promotions and new product drops. But as the brand's email list grew and sending volume increased, open rates began to decline.
The team also saw fewer clicks and less revenue coming from Klaviyo, adding to their concerns around declining engagement.
“We rely on our LTV and email to really grow the revenue of the business, especially for promotions and new product drops.”
Segmentation alone wasn't making a material difference. Wiley X tried more granular segmentation to improve inbox placement, but the changes didn't have a significant impact.
The team needed a way to address declining deliverability and increase the chances of their emails reaching the primary inbox.
Improving inbox placement to recover email revenue
Wiley X implemented Tie Priority to improve deliverability and email visibility. Priority updated Wiley X’s Klaviyo templates to change how Gmail interpreted them. While the shopper experience remained the same, their flows and campaigns now landed in the Primary inbox instead of the Promotions tab.
“Tie is extremely valuable as a partner for us in helping land in the inbox. With so much noise out there today, it's table stakes at this point.”
Campaign revenue and open rates improved almost immediately
After implementing Tie Priority, Wiley X saw a 30% increase in campaign revenue and a 45% increase in flow revenue from Klaviyo.
Open rates began improving within the first few campaign sends, and revenue followed quickly behind. With the majority of emails landing in the Primary inbox, more shoppers saw the messages, and Wiley X was able to enjoy the payoff for their carefully constructed lifecycle strategy.
Campaign revenue and open rates started improving almost immediately, while flow revenue took a little longer to show an impact. Overall, the team saw a noticeable increase in Klaviyo revenue.
“We saw campaign revenue jump almost immediately, along with those open rates starting to go up.”
The team initially tested Tie Priority through an A/B test, but the results were strong enough that they decided to roll it out across all of their emails rather than wait for the test to end.
Get more revenue from the emails you already send
When emails don’t reach the primary inbox, fewer customers see them, limiting the revenue your existing email program can generate.
Tie Priority improves inbox placement, giving you more opportunities to reach customers and drive higher revenue from the emails you already send.
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