Email marketing
Katana : High-Ticket Home Decor Brand (3 Markets)
Context
This high-end decor brand sells katana-inspired decorative pieces, positioned as premium collectibles rather than functional products.
The brand operates across three markets — France, Germany, and the United States, each with its own Shopify store and dedicated Klaviyo account.
Average order value (past 12 months)
🇩🇪 Germany: €238
🇫🇷 France: €200
🇺🇸 United States: $254
Before our intervention, the company was struggling with inconsistent marketing operations, declining sales, and severe deliverability issues.
The German store, for instance, generated €62,000 in August, including €13,000 from email (21.5%), but the system behind it was collapsing — no segmentation, poor setup, and nearly blacklisted domains.
Challenges
Extreme multi-market complexity
Each market had 200+ SKUs, different languages, and unique consumer behaviors.
Standard setups were impossible. We designed a modular architecture centered around the top 10 best-selling products (representing 80% of revenue) and tailored each market individually.Critical deliverability issues
Prior templates were entirely image-based, with no HTML/text balance.
Open rates had dropped below 15%, and most emails landed in spam.
All three sending domains were at risk of Google blacklisting.
The first mission was simple: save the domains before scaling.
A non-functional product category Katanas are not problem-solving items — they rely on aesthetic appeal and emotional projection. Our strategy had to focus on visual storytelling, aspiration, and perceived value, not urgency or utility.
Objectives
Restore email deliverability and sender reputation.
Rebuild the entire backend across three markets and languages.
Implement precise segmentation and automation.
Monetize the existing customer base and scale retention.
Increase AOV and repeat purchase rate.
Turn the email ecosystem into a valuable CRM asset for the entire brand group.
Overseas Intervention
Duration: 5 months (ongoing into month 6)
Scope: Email marketing (Klaviyo) + SMS (Q4)
Volume: 200K–500K emails/month depending on season
Structure: 3 independent Klaviyo accounts
Tools: Klaviyo, Notion, Google Sheets
Focus: localized flows, advanced segmentation, storytelling, and continuous testing
Implementation & System Rebuild
1. Backend reconstruction
We built 7 key flows per account: welcome, post-purchase, abandoned cart, winback, review request, browse abandonment, and educational flows.
Each flow was localized linguistically and culturally for its market, with product-specific copy around the 10 best sellers.
2. Segmentation and warm-up
We implemented 35+ behavioral and transactional segments, then launched trust-building and educational campaigns to restore sender reputation.
Within six weeks, open rates rose from 15% to 54%, with all domains fully recovered.
3. Smart automation
11 variations of abandoned cart and browse flows per account.
Automated adaptation to stock availability (handcrafted items).
Integration with cultural and pop trends (gaming, anime, film releases) to keep messaging relevant and timely.
( abandoned cart flow with best sellers variants )
4. AOV optimization
Post-purchase upsells on accessories and stands.
Targeted “AOV+” offers for baskets above €300.
Bundled thematic collections (“Samurai,” “Collector,” etc.) for premium buyers.
Campaign Strategy
Once the backend was stable, we focused on leveraging campaigns as a true performance engine — now accounting for roughly 20% of all email-driven revenue.
1. Frequency and rhythm
Off-peak: 1–2 campaigns per week, each including 3–8 emails.
High season (Q4): 3–5 campaigns per week, multi-email sequences.
Each campaign was structured like a funnel — warm-up, storytelling, proof, then sales conversion.
2. Creative process
We maintain ongoing communication with the client, integrating new products, delivery delays, and seasonal events.
Our marketing calendar is built one month ahead, aligning with cultural and commercial moments (Labor Day, Halloween, BFCM, Christmas).
Every campaign serves dual purposes: performance and learning.
We run A/B tests on subject lines, CTAs, visuals, timing, and layout for every campaign — feeding the insights back into automated flows.
Each bi-weekly campaign generated between €2,000 and €5,000 in revenue, with consistent month-over-month growth.
3. Localization
Campaigns are localized, not just translated.
🇩🇪 Germany: Focus on quality, craftsmanship, and precision.
🇺🇸 USA: Emphasis on emotion, storytelling, and rarity.
🇫🇷 France: Focus on design, aesthetics, and exclusivity.
4. Performance
Average open rate: 52%
Click-through rate: 5%
Conversion rate: 4–5% (for high-ticket products)
ROI: ×30+
Campaign revenue up +35% between August and October.
5. Marketing philosophy
The mission: sell without overselling.
Each campaign is designed as a story arc — build curiosity, educate, then convert.
Segmentation enables tailored communication for every audience type: new leads, past buyers, dormant customers, and collectors.
Campaigns therefore drive both education and conversion, strengthening customer relationships and long-term value.
6. Campaign highlights
Pop culture integrations — such as those tied to gaming or anime releases — produced the highest engagement peaks, perfectly aligned with the brand’s niche identity.
Results
Market | Email Revenue | Share of Total | Before Overseas | Current AOV | AOV Change | Key Outcomes |
🇩🇪 Germany | €51,621 | ≈25% | 5% | €238 | +€20 | 5× repeat buyers |
🇺🇸 USA | $60,000 | 20–25% | 5% | $254 | +$20 | strong post-purchase sales |
🇫🇷 France | €30,000 | ≈20% | 5% | €200 | +€20 | ROI > ×30 |
Global Impact:
Email now contributes 20–25% of total brand revenue (expected 25–28% in Q4).
+€20 AOV increase across all markets.
5× more repeat customers.
54% open rate and stable deliverability.
The backend has become a core business asset improving global valuation.
Key Learnings
Complex setups create valuable data.
Multi-market segmentation unlocks insights into consumer behavior by culture — informing both product and creative strategy.Deliverability first, performance second.
Rebuilding sender reputation was the foundation for scalable revenue.High-ticket + non-essential = storytelling.
In such niches, aesthetic and narrative coherence drive conversions, not discounts.Cross-entity value creation.
Unifying three independent email systems under one CRM logic increased both operational efficiency and company valuation.
Client Testimonial
“Our domains were nearly blacklisted, and our emails went straight to spam.
Overseas rebuilt everything from the ground up across three markets.
Today, email drives 25% of our total revenue and has become a real branding and profitability channel.”
Conclusion
In just five months, this high-ticket brand evolved from a fragmented, failing backend into a profitable, multilingual CRM ecosystem generating over €140,000 in direct revenue and over 25% of total sales.
Flows, campaigns, and segmentation now work together as one structured, scalable system — proving Overseas’ ability to manage technically complex, multi-market infrastructures, restore deliverability, and turn email into a growth engine and strategic asset.
