Maverick Collection Email Launch Campaign
Ajayi Racheal Oluwakemisola
“Made To Take You Anywhere” – Collection Launch Campaign
Objective
Launch a new Maverick Collection while emphasizing durability and craftsmanship without relying on discounts.
Strategy (Klaviyo Architecture)
Campaign Type: Product Launch Campaign
Segmentation Used:
Customers who purchased boots in last 180 days
High engagement segment
Website viewers (30-day product view activity)
In Klaviyo, I:
Created dynamic product blocks for featured items
Built urgency using conditional scarcity messaging
Triggered a follow-up reminder campaign to non-clickers
Set up a click-based retargeting flow
The layout was built in Figma as a modular product showcase system, then replicated using Klaviyo’s drag-and-drop + custom HTML blocks for consistency.
Technical Improvements
Reduced image weight for faster load time
Balanced product visuals with benefit-led copy
Structured CTA hierarchy (primary & secondary)
Results
36% Open Rate
5.1% CTR
7.4% campaign conversion rate
28% of total launch revenue attributed to email
This campaign demonstrated how strategic segmentation outperforms broad announcements.
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Posted Feb 26, 2026
Launched Maverick Collection with an email campaign emphasizing durability and strategic segmentation.
