Part 1: TMC Fine Jewellers Data Capture & Welcome Series
Crafting a Journey That Feels Like "The One"
Creating a highly-personalised Data Capture and Welcome Series for TMC Fine Jewellers.
The opportunity
Personalisation in email automation is essential for nurturing subscribers, increasing engagement, and maximising customer lifetime value. For a luxury brand like TMC Fine Jewellers, who have three distinct audience types, the way they communicate with their subscribers is vital to building and maintaining a relationship.
Harnessing the advanced capabilities of Klaviyo meant we were able to craft custom email automation strategies for TMC Fine Jewellers, to ensure subscribers were sent through tailored journeys during important times in their lives, whether that be prior to getting engaged, married, or marking a milestone with a piece of fine jewellery.
Data Capture
Key objectives:
- Personalise data capture to the customer’s product preference
- Keep the existing $500 gift card competition promotion while ensuring a “premium feel” through the use of popups
- Start progressively profiling customers so future communications can be personalised
The automations we’ve developed for TMC Fine Jewellers put the customer experience at the forefront, with each email personalised according to the subscriber’s category interest. We achieved this by collecting profiling information in the Data Capture series, asking the customer which category they’re shopping for: engagement, wedding, or fine jewellery.
Additionally, the subscriber can select whether they’re shopping for themselves or someone else. This information is then used to tailor copy in the welcome series e.g. “for the moment they say yes” or “for the moment you say yes” — a detail that matters when it comes to shopping for an engagement or wedding ring.
Welcome Series
Key objectives:
- Create separate journeys based on the subscriber’s requirements
- Personalise content (imagery, copy, and relevant information)
- Help subscribers to advance to the next stage in their journey with TMC
Understanding TMC’s product offering and how that influences email timing and content was a crucial factor in mapping out our proposed customer journey through email.
Beginning with the Welcome Series, we separated subscribers into four groups, based on their product requirement as indicated in the Data Capture form. Each email contains personalised messaging and imagery surrounding each category:
- Engagement Rings
- Wedding Bands
- Fine Jewellery
- Default group (no preference indicated)
Tone of voice was a key element we needed to consider for TMC and their subscribers. The way we spoke to each group was important — as you wouldn’t speak to someone looking for an engagement ring the same way as you would someone shopping for earrings.
Subscribers in the Welcome Series are educated on the crafting timeframes for each collection, as TMC has both ready-to-wear and custom pieces available. In email 3, profile data is collected by inviting the subscriber to shop collections based on their required crafting timeframe. If the subscriber has not proceeded to place an order, they’ll receive a reminder of the time restrictions. As engagement rings and wedding bands are often needed by a set time, it’s important to communicate this to subscribers in order to, one: set realistic expectations, and two: prompt the customer to proceed to the next stage of their journey.
Result highlights
Due to the nature of TMC’s product range, the decision making and buying process is longer than you’d see for other brands (for example costume jewellery). These initial results show a strong promise of what’s to come, and indicate that the highly personalised email journeys will in time result in increased CLV and retention rates.
Get in touch
These email automations crafted for TMC Fine Jewellers demonstrate REP.’s ability to push Klaviyo beyond standard eCommerce automation. With Klaviyo, we’re able to build highly personalised, commercially effective journeys across a diverse range of industries and buying behaviours.
If you’d like to improve your customer journey with strategic automations that leverage your tech stack, please reach out at hello@rep-agency.co.
