American Edge Knives

EMAIL FLOW CASE STUDY

Merchant Summary

American Edge Knives is a premier knife retailer specializing in high-quality, American-made blades. Known for its exceptional craftsmanship and customer loyalty, the brand offers a wide range of knives for both everyday use and collectors. Despite their strong product offering and loyal customer base, American Edge Knives faced challenges in maximizing the performance of their email marketing efforts, particularly their automated email flows.

The Challenge

While American Edge Knives had already implemented email flows through the Klaviyo platform, their performance was not meeting expectations. In several flows, their engagement rates were lower than industry benchmarks, and the flows lacked the personalization and optimization necessary to drive conversions effectively. The brand was particularly concerned with increasing engagement across the following email flows:

Welcome Series
Abandon Cart
Post-Purchase Series
Customer Winback
Browse Abandonment
Birthday/Anniversary Flows

They needed a strategy that would not only enhance customer interactions but also translate into measurable business growth.

Our Creative Solution

EYStudios conducted a free comprehensive audit of American Edge Knives’ email flows, identifying key opportunities for improvement. Based on the audit results, we implemented a robust optimization strategy:

Welcome Series: Enhanced personalization and dynamic content to improve first impressions and drive more immediate engagement.
Abandon Cart: Introduced stronger call-to-action elements and time-sensitive offers, as well as better product recommendations to boost cart recovery rates.
Post-Purchase Series: Added cross-sell opportunities, product education, and customer care follow-ups to improve the post-purchase experience.
Customer Winback: Implemented re-engagement strategies tailored to customer behavior and past purchase data to win back inactive customers.
Browse Abandonment: Increased urgency and recommendations based on previously browsed products to convert interest into sales.
Birthday/Anniversary Flows: Refined timing and messaging for milestone moments to further enhance customer loyalty.

Email Flow Results

The optimization of these email flows resulted in significant performance improvements across key metrics:

BY THE NUMBERS

+34.29%

Click-Through Rate (CTR)

Enhanced content and personalization boosted engagement.

+49.66%

Place Order Rate

More effective calls-to-action and targeted offers drove a substantial increase in orders.

+30%

Attributed Revenue

The optimizations contributed to a higher percentage of revenue directly attributed to email marketing.

+10.76%

Increase in Site Traffic from Flows

Improved flow engagement drove more visitors back to the website.

+35.74%

Klaviyo-Contributed Conversions

The flows played a crucial role in overall customer conversion, leading to more completed purchases.

PROJECT PARTNER

Conclusion

By identifying weaknesses and implementing tailored solutions, EYStudios helped American Edge Knives unlock the true potential of their email flows. The improvements in engagement, conversion rates, and revenue highlight the importance of regularly auditing and optimizing automated email campaigns. American Edge Knives now enjoys a more effective email marketing strategy that directly supports their business growth.

This optimization project demonstrates how a data-driven approach, combined with expert optimization, can lead to tangible improvements in eCommerce performance.

“

Upon conducting the email flow audit for American Edge Knives, I immediately recognized an exciting opportunity to elevate their customer engagement. By implementing tailored strategies across key flows—like the Welcome Series, Abandon Cart, and Customer Winback—we were able to significantly enhance personalization, drive conversions, and contribute to their overall business growth. I’m thrilled with the impact this project has had, from boosting engagement to increasing attributed revenue, and I’m proud to have played a role in helping AEK unlock the full potential of their email marketing efforts. I can’t wait to see where we can take them next!

”

— EMILY FAULKNER , DIGITAL MARKETING LEAD

“

Working with EYStudios on our website and email campaigns has been an incredible experience. The team’s creativity and expertise have transformed our digital presence, making it not only visually appealing but also highly effective. The results speak for themselves, and we couldn’t be happier with the collaboration!

”

— JORDAN SALDANA , CEO