Klaviyo email and SMS for luxury shoe brand Donald Pliner

Donald Pliner makes premium men's and women's shoes: heels, loafers, drivers, sandals and mules. Its parent, Sunrise Brands, had lost its email marketing manager and had just moved Pliner onto Klaviyo as a test run for automated email.

The brand's emails were art-directed, with color blocking and editorial photography. Pliner wanted an outside team that could keep that look on a weekly send schedule, not fall back to plain templates.

DYODE started by auditing and cleaning up the Klaviyo account, then planned the campaign calendar a quarter ahead with Pliner's team.

A weekly working session covered upcoming sends, open action items and a month-to-date performance dashboard. Pliner assigned campaigns through a shared calendar, and DYODE designed, built, scheduled and reported on each one.

DYODE mapped an automated flow program in Klaviyo: cart and checkout abandonment, a welcome series, browse abandonment, post-purchase, review requests, win-back and a sunset flow for lapsed subscribers.

Once flows were running, DYODE tuned them: it fixed an abandoned-cart timing issue, spaced the review request after the post-purchase email, and reviewed Smart Sending on browse abandonment. The email header and footer were redesigned, with accessibility fixes in the footer.

Campaigns went out every week: a Sunday best sellers email, new arrivals, back in stock, Friends and Family early access for VIPs, and seasonal sales like the sandal clearance.

DYODE tested as it went, on subject lines, on linking to product pages versus category pages, and on product cards with and without material callouts.

Under a second statement of work, DYODE added SMS: the content calendar, campaign setup and scheduling, and reporting. MMS creative matched each email campaign, from animated new arrivals to the Labor Day sale grid.

DYODE also redesigned the SMS sign-up form as a two-tap flow, set up an SMS contact card, redesigned the email pop-up and refreshed the welcome flow for the season.

Donald Pliner got a full email and SMS program run by an outside team: an automated flow set in Klaviyo, a weekly campaign calendar, MMS, and new sign-up forms, all in the brand's art-directed look.

When Pliner later brought email and SMS in-house, its team took over a program that was already running.