Stubbs and Wootton Marketing
Stubbs & Wootton's Email Marketing Transformation
Stubbs & Wootton, established in 1993 by Percy Steinhart, is a luxury slipper brand renowned for its handcrafted slippers crafted from premium materials and adorned with intricate embroidery. The brand’s slippers have gained popularity among celebrities and fashion icons, earning features in prestigious magazines like Vogue and Vanity Fair. Crafted in Spain, the slippers are available through three brick-and-mortar locations in Palm Beach, New York, and Greenwich, as well as through a Direct-to-Consumer (DTC) Shopify storefront. The brand boasts an annual revenue of $10 million.
The Challenge
Stubbs & Wootton faced a pressing need to enhance their online presence and sales through their direct-to-consumer platform. Despite their esteemed status in the luxury market and significant offline success, their online sales were not meeting potential. The challenge was to leverage email marketing effectively to increase engagement and conversions on their Shopify storefront, ensuring that their online sales reflected the brand’s prestigious reputation and quality.
The Plan
To address the challenge, SmartSites facilitated a strategic overhaul starting with the migration from Mailchimp to Klaviyo. This move unlocked advanced segmentation and insights, crucial for targeted campaigns. Integration with the Shopify platform streamlined the customer experience, while new email flows including Welcome Series, Browse Abandonment, and Abandoned Cart were implemented to engage customers at critical junctures. Additionally, efforts to grow the subscriber base were amplified through on-site pop-up forms and checkout opt-ins, complemented by the introduction of SMS marketing.
