Case Study: Wilkinson Sword drives 67% of purchases via email with Klaviyo

How a Centuries-Old Razor Brand Drives Cutting-Edge Email Engagement Through Personalization

Wilkinson Sword, the centuries-old razor brand, wanted to keep its heritage of trust and quality relevant in the digital age while standing out in a crowded market. Using Klaviyo as its marketing platform, the team focused on personalized email marketing to better engage subscribers and drive ecommerce growth.

Klaviyo helped Wilkinson Sword build tailored customer journeys, including segmented signup forms, a personalized welcome series, and abandoned cart and retargeting emails tied to WooCommerce behavior. The results were strong: 67% of all purchases were driven by email, the welcome series delivered a 39% purchase rate, and abandoned cart emails achieved a 16% click rate.

Wilkinson Sword

Ben Ford

Direct-to-Consumer Manager