From engagement till conversions:

Orta’s Email Marketing

Meet Orta, a Belgian brand embodying success through a blend of fashion, humanity, and ethics. Founded by Marion Schoutteten, Orta goes beyond mere fashion; it weaves a tapestry of values and authenticity, with an engaged DNA coursing through every creation. Beyond its online presence, Orta extends its reach to a physical store, La Baraque, situated in Brussels. Additionally, the brand regularly hosts popup stores in various cities across Belgium, France and Luxembourg, showcasing its commitment to connecting with a diverse audience and fostering community engagement. Following initial successes, The Dot Society and Orta united with a common goal: nurturing Orta’s growth.

Goals

In our growth strategy for Orta, a primary focus is on maximizing customer lifetime value and driving revenue from existing customers. Leveraging the brand’s awareness and customer base in Belgium & France, our approach involves skillful relationship nurturing through Klaviyo’s email marketing, a shift from our previous use of Mailchimp, to fortify connections within Orta’s community.

Approach

Success in email marketing requires purposeful collaboration, echoing the wisdom that, like Rome, a profound strategy isn’t built in a day. Our approach begins with a workshop to identify foundational elements, assess tools, evaluate results, and pinpoint opportunities. This analysis forms a detailed roadmap, meticulously addressing every aspect. Collaboration with our creative team ensures a visually appealing graphic identity within email marketing.

Detailed strategy

Our email strategy seamlessly integrates online and offline customer behavior through automated flows and targeted campaigns. Automated marketing flows respond to customer actions for personalized interactions, while campaigns leverage in-store and online interactions, and purchase history. This dynamic combination ensures effective, efficient, and personalized communication, enhancing customer engagement. In the era of stricter privacy regulations, email marketing is crucial for direct communication, personalized strategies, and building stronger customer relationships. With its high ROI, cost-effectiveness, and measurability, our strategy focuses on continuous investment in expanding the customer database, supported by automation for time-saving and maximized conversions.

Results

The transition from Mailchimp (previous email marketing tool) to Klaviyo under guidance of The Dot society has yielded noteworthy results for Orta.

• The revenue share of email marketing experienced a substantial growth of 30%, showcasing the impactful shift. 
• Overall subscribers (online & offline) also witnessed a commendable uptick, increasing by a solid 14%. 
• The direct revenue generated through email marketing demonstrated a robust year-over-year growth of 28%.

What’s next

Our next steps involve exploring Klaviyo’s extensive potential to amplify both online and offline performances. We plan to extend our impact through the extension of automated flows and ongoing optimization of newsletter campaigns. This will be achieved by diving into extensive segmentation, enhancing 1-to-1 communication, and making graphic improvements. We’re thrilled to further develop and roll out this strategy, eager to see its continued success.