Client Overview

We are happy to present the results of a beautiful collaboration that our team has had the pleasure of building with the NailsUp team. This partnership came at a key moment in their development, as they were looking to strengthen their email marketing infrastructure and create a more consistent and engaging experience for their customers.

Challenges

Working closely with the NailsUp team, we developed a complete automation framework within Klaviyo, laying the foundation for their lifecycle communication. This included essential flows such as New Subscriber, Site Abandonment, Browse Abandonment, Cart Abandonment, Checkout Abandonment, and New Customer. The initial implementation was created using their PrestaShop integration, and later, when the NailsUp team decided to migrate to Magento 2, we ensured a seamless technical transition by adapting the entire automation structure for the new platform.

Phase 1: Initial Implementation and Migration

The migration also aligned with an updated brand identity, giving us the opportunity to redesign and refresh all email templates to match their new visual direction. Throughout this entire process, we maintained close communication with the NailsUp team to ensure that every step reflected their expectations, priorities, and long-term goals.

Once the first phase was completed and launched, we were able to observe measurable results almost immediately. Our team monitored performance continuously, analyzing key metrics and user behavior to refine and optimize the flows in real time. These insights allowed us to adjust the strategy and strengthen the overall automation system.

Phase 2: Expanding Automation and Customization

Following this initial success, we expanded the automation structure with a series of personalized flows developed in close collaboration with the NailsUp team. These additions addressed specific needs of the brand, including competitions, product maintenance reminders, and customized communication segments.

Functionalities Implemented

Based on our strategic recommendations and the evolving requirements of the account, we successfully implemented the following flows: Returning Customer, VIP, Sunset, Winback, Birthday, Cross-Sell, and UGC. Each flow was designed to increase customer engagement, improve retention, and support long-term revenue growth.

At the beginning of our collaboration, our primary focus was on establishing a strong and scalable automation structure that could serve as the foundation for all of NailsUp’s email marketing efforts. Once this core framework was successfully implemented, we expanded our support to the NailsUp team by assisting in the creation of targeted email campaigns. These campaigns featured personalized subjects and content designed to address the specific needs and goals of the brand, including Sales promotions, New Product launches, Informational updates, Customer Benefits, and other strategic communications.

The Results and Optimizations

Throughout this process, we worked closely with the NailsUp team to ensure that each campaign not only aligned with the broader automation strategy but also resonated with their audience and reflected the brand’s evolving identity. By integrating data-driven insights, best practices in email marketing, and continuous performance monitoring, we were able to optimize both the timing and the messaging of each campaign, maximizing engagement and delivering measurable results.

Looking back, we are proud of the comprehensive work achieved during this collaboration, from building a solid automation foundation to implementing a well-structured campaign strategy, and we are pleased that we continue to work closely with the NailsUp team as their email marketing efforts grow and evolve.

We would like to take this opportunity to showcase some of the email campaigns we have created in collaboration with the NailsUp team. These campaigns highlight the creative approach, messaging, and design used to engage customers, promote products, share updates, and strengthen the brand’s connection with its audience.

Email Campaigns Showcase

We continue to work closely with the NailsUp team as part of an ongoing collaboration focused on steady growth and stronger customer engagement. We are pleased to share the results from the August–November period, where the progress is clearly visible. This timeframe highlights how consistent optimisation, strategic flows, and targeted campaigns can contribute to meaningful improvements in performance.