Horseware Ireland®, a global leader in horse rugs, leather goods, and accessories, has grown to over 500 employees since its founding in 1985. In December 2022, they partnered with Thooja to overhaul and fully manage their email marketing channel.
In just over a year, we successfully transformed Horseware Ireland®'s email marketing strategy, growing its contribution to monthly revenue from 7% to nearly 30%.
“I couldn’t recommend Thooja more. I’ve worked agency side myself; I work with multiple agencies now, and honestly, Thooja continues to blow us away with your level of detail and performance.”
Jodie O'Keeffe
Digital Marketing Manager
As part of our scope of work, Horseware wanted us to migrate their email marketing from ActiveCampaign to Klaviyo.
We seamlessly migrated all customer, order, and product data from ActiveCampaign to Klaviyo, ensuring data cleanliness and accuracy. Our 30-day warming process, focusing on the most engaged subscribers, established a solid foundation for long-term deliverability and engagement.
Once we’d warmed up our sending infrastructure on Klaviyo, we completed our deliverability setup by creating a dedicated sending domain.
Because Horseware has a global customer base, we implemented a segmentation strategy that would allow us to create different email experiences for US, UK, EU, French, and German subscribers, to maximise email engagement from our Klaviyo emails.
Leveraging zero-party data collected via signup forms, we designed personalized welcome journeys tailored to each subscriber’s location, riding style, and discipline. This personalization increased customer connection and engagement with Horseware Ireland®.
When we first engaged with Horseware Ireland®, their cart abandonment rate exceeded 70%. By leveraging Klaviyo's dynamic event data, we created personalized cart recovery emails that successfully encouraged customers to return and complete their purchases.
Our in-house German and French email translators localise flow and campaign emails to increase engagement with our international subscribers.
This localization strategy significantly increased engagement and sales in key international markets, ensuring Horseware Ireland® could connect authentically with customers in their native languages.
These personalized post-purchase flows reduce buyer's remorse and enhance the customer experience by offering tailored guidance and recommendations on product use, ensuring customer satisfaction and long-term loyalty.
Through a combination of strategic migrations, advanced segmentation, personalized flows, and localized content, Thooja helped Horseware Ireland® transform their email marketing into a long-term revenue driver, growing email revenue to 30% of total monthly sales and setting them up for continued growth.
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