1. Client Overview

Marab Perfumery is a Romanian niche perfume house that has spent over 14 years building a reputation as a curator of premium, characterful fragrances. As an authorised importer and distributor, Marab has assembled a carefully selected portfolio of fragrance houses, each brand and reference chosen for its substance, story, and olfactory craftsmanship rather than for mass-market appeal.

Alongside this curated portfolio, Marab has developed its own signature collection, crafted in France, which now represents the brand’s primary direction for growth and its focus for expanding across international markets. The collection is built around a distinctive brand ritual: a symbolic card-led experience where the perfume chooses you, turning each purchase into a moment of self-discovery, complete with an engraved keepsake that reveals a personal message.

Operating on Shopify, Marab combines a premium, curated product offering with a strong narrative identity. What it lacked was the digital infrastructure to carry that identity into the inbox and turn website visitors into a loyal, owned audience.

2. The Challenge

Despite a strong catalogue and a rich brand story, Marab had no structured email marketing automation in place. Communication was limited to basic sends from within Shopify, which meant the brand was missing the systems that quietly drive e-commerce revenue:

Leads were slipping away. New visitors browsed and left without the brand capturing their interest or opening a relationship.

Revenue was left on the table. Abandoned browsing sessions, carts, and checkouts had no automated follow-up to bring shoppers back.

Repeat purchases weren’t nurtured. Once a customer bought, there was no automated journey to encourage a second order or deepen loyalty.

On top of this, Marab needed the whole system to feel like the brand, premium, considered, and consistent with a luxury sensibility, well ahead of the busy autumn campaign season. Our mandate was to build that engine from the ground up, without compromising the brand’s elevated tone.

3. Phase 1: Foundation, Strategy, and Technical Integration

Email automation is only as strong as the foundation beneath it, so the first phase was dedicated to research, strategy, and a stable technical setup.

Discovery and research. We began with a dedicated research and data-gathering process to internalise Marab’s identity, product world, and tone of voice, ensuring every downstream decision was rooted in the brand rather than in generic templates.

Strategic blueprint. Before a single email was written, we produced a business-adapted blueprint mapping all six automations end to end: triggers, audience filters, timing, number of emails per flow, and the primary conversion goal of each. This document served as the reference point for the entire build and for future optimisation.

Platform selection and account configuration. We selected and configured Klaviyo as the email marketing service provider, tailored to Marab’s scale and growth direction. This included setting up the main list, timezone, language and currency, sender preferences, and a preview-safe sending configuration.

Shopify integration and data sync. We connected Klaviyo to Marab’s Shopify store and validated real-time data flow, activating UTM tracking, event tracking, and the on-site app embed, so behavioural triggers such as product views, cart activity, and checkout steps could reliably fire the right automations.

Deliverability engineering. We handled the technical domain authentication (DNS records and DMARC setup) and a dedicated sending address, giving Marab’s marketing and transactional emails the best possible chance of landing in the primary inbox rather than promotions or spam.

4. Phase 2: Creative Build, QA, and Launch

With the foundation in place, the second phase focused on designing, writing, building, and launching the full system.

A brand-aligned base template. We created a master email template built around Marab’s brandbook, matching the fonts used on the site, refined spacing, and a clean, premium layout, so every message would feel unmistakably on-brand.

Six automation flows, sixteen emails, two pop-ups. We designed, wrote, and built the complete set of behavioural sequences:

The New Subscriber (Welcome) flow pairs two pop-ups, one optimised for desktop and one for mobile, with a 3-email sequence that captures new visitors, introduces the Marab world, and offers an incentive toward a first purchase. Site Abandonment re-engages known subscribers who leave the site, with two emails focused on brand trust, education, and best-selling products. Browse Abandonment sends two emails to visitors who viewed products without adding to cart, reinforcing product benefits and the brand story to build confidence. Cart Abandonment targets shoppers who added to cart but didn’t begin checkout, with two emails designed to remove friction. Checkout Abandonment covers shoppers who started checkout but didn’t pay, using three emails and a strategic incentive to clear that final barrier. New Customer runs a 4-email sequence: the first two focus on post-purchase care and support, the next two drive a second purchase through education, cross-sell logic, and a curated sample-set gift.

Multi-layer quality assurance. Every email, flow structure, and setting passed through internal QA by the email marketer, a supervisor QA review, and dedicated rounds of client feedback, with content carefully refined to stay true to Marab’s positioning and voice.

Handover and launch. After a final QA pass, we deactivated the existing pop-ups and legacy automations, set all six flows and the pop-up live, and ran a screen-shared handover training session with the Marab team, walking them through the Klaviyo account, how the flows work, how to monitor performance, and how to make simple edits. We also assisted the client in selecting the right Klaviyo plan and onboarded them for ongoing support.

5. What Is Now in Place

The engagement did not deliver a set of emails. It delivered a working system, live and running around the clock, built on real capabilities rather than promises:

A complete behavioural engine. Six flows, sixteen emails, and two pop-ups now cover the full customer journey, from first visit to repeat purchase, with no gaps left to manual sending.

Dynamic, personalised content. Browse and product-driven sequences populate automatically with relevant items, and the retention journey carries personalised recommendations rather than generic blocks.

Deliverability protected from the first send. Full domain authentication and a dedicated sender were in place at launch, giving both marketing and transactional email the best chance at the primary inbox.

Responsive and dark-mode ready. Every email was tested across mobile and dark-mode rendering, reflecting the mobile-first reality of Romanian e-commerce.

A structure built to be optimised. Subject lines, banners, preview text, and incentives are all set up so they can be A/B tested and refined as real performance data accumulates, and the client is onboarded for ongoing guidance as the program matures.

6. Conclusion

In a focused, single-phase engagement, Marab Perfumery moved from having no email automation to owning a complete, brand-aligned automation ecosystem: six behavioural flows, sixteen emails, and two pop-ups, all live and working.

The result is a persistent system that captures new subscribers, recovers lost browsing, cart, and checkout sessions, and turns first-time buyers into returning customers, all while carrying the premium, considered tone the brand is known for. With the foundation set, tracking flowing, and a testing-ready structure in place, Marab is positioned for the next stage: ongoing optimisation, A/B testing, and deeper segmentation as performance data builds.

Thinking about turning your list into revenue?

If your store is running on basic Shopify sends and leaving abandoned carts and repeat purchases on the table, we can build an automation engine that fits your brand and works while you sleep. Let’s talk.