For men who refuse to blend in, Manly Bands offers a ring as unique as they are. What started as a garage-born rebellion against ordinary wedding bands has transformed into a collection of extraordinary jewelry. From the rugged allure of whiskey barrels to the celestial magic of meteorites, Manly Bands pushes the boundaries of men’s accessories.
As Manly Bands surged in popularity, its marketing team became increasingly frustrated with its marketing automation tool. Designed for larger corporations, the platform was cumbersome and required constant technical assistance. Its intricate, spider-web-like structure hindered the team’s ability to quickly adapt and implement marketing strategies.
Johnathan Ruggiero
The Co-CEO and Co-Founder Ruggiero had long admired Klaviyo’s reputation as the industry standard for direct-to-consumer email marketing. The platform’s seamless Shopify integration and vast ecosystem of data sources made it the obvious choice when Manly Bands’ previous email provider contract ended. With Klaviyo’s expert guidance, the company smoothly transferred its half a million customer emails in just six weeks, including essential IP warming.
Two particularly impactful use cases:
- An abandoned cart survey flow: This high-converting flow has no purchase CTA. It’s a one-question survey, which is sent with Klaviyo’s Typeform integration: Why didn’t you want to buy? Customers who respond get a personalized follow-up with a coupon. In January 2023, the placed order rate for this flow was 4.8x the median for Manly Bands’ peer group, according to Klaviyo benchmarks.
- Post-purchase flows: When Manly Bands’ manufacturers scan a ring at a new stage of production, it automatically updates a Google Sheet. Klaviyo’s API checks this hourly. When status changes the trigger updates emails, which gives customers insight into the 3- to 5-week production process.
This is another example where you can see how the toolkit of email marketing helps to use your data to have success. No other tool would give you the ability to do the automation above. That’s why email marketing is indispensable for e-commerce success. Check the full case study here.
