Gaziano & Girling occupies a rare position — a maker of genuine world-class objects, with the Royal Warrant to prove it. The email and analytics infrastructure should reflect that standing: not a broadcast tool, but a private correspondence channel that moves customers thoughtfully from first curiosity through to repeat commission.
"While it is craftsmen who possess the talent and the skills to make the shoes, the customer drives the style and the quality forward."
Tony Gaziano & Dean GirlingFor most brands at this level, email is underused relative to its potential — announcements sent broadly rather than to the right segment, abandoned baskets left without follow-up, and the production period between an MTO order and delivery left as an untouched communication window. Any or all of these may apply here.
The infrastructure we're proposing addresses each of these systematically — and where things are already working well, it builds on them.
An email channel that functions more like a personal stylist than a marketing department. Every automation is conditional — triggered by behaviour, informed by purchase history, calibrated to where each customer sits in their relationship with the brand.
Klaviyo makes this possible without it feeling automated.
Below are the core flows we would build within Klaviyo. Each is designed around a specific moment in the customer relationship — not a generic trigger, but a considered point of contact that respects the customer's intelligence and reflects the brand's tone.
All flows are written as if from a knowledgeable human — not a marketing department. Subject lines are understated and specific. Body copy is brief and editorial. There is no countdown timer, no artificial scarcity, no capitalised urgency. The brand's existing voice transfers directly into the channel.
Klaviyo's conditional logic means each flow can adapt: a customer who has already purchased bespoke shoes will not receive the MTO upsell sequence — they move immediately into the bespoke relationship track instead.
The email infrastructure maps directly onto a commercial journey. Each stage has a defined goal, a set of flows, and a natural next step. The funnel below shows how a newly acquired subscriber moves — ideally — from introduction to long-term bespoke client.
Every flow has a clear exit condition and a next-stage trigger. A customer who completes the Welcome Series and browses MTO without purchasing enters the MTO consideration flow. A customer who purchases MTO twice is automatically moved into the Optimum and Bespoke track. A customer who books a trunk show appointment receives a tailored pre-visit sequence.
The funnel is not rigid — it is a set of intelligently connected flows that respond to what a customer actually does, not where we assumed they would be. Klaviyo's predictive analytics can also surface customers who are statistically likely to convert upward, allowing the team to prioritise personal outreach where it will be most effective.
Klaviyo's segmentation engine allows G&G to treat each customer as an individual rather than a member of a list. These are the core segments we would build — each informs which flows a customer enters, and how campaigns are targeted.
The new website's analytics layer should close the loop between acquisition activity and revenue — whether that comes through paid channels, organic search, email or word of mouth. The tools below work in concert, giving a clear picture of where customers come from, what they do, and where they convert.
The key commercial advantage of properly connected analytics is a closed loop: GA4 tells us which pages customers visit before converting; Klaviyo tells us which emails preceded those visits; Meta and Google tell us which paid touchpoints preceded those emails. Once this is operational, budget allocation becomes a data question rather than an assumption.
For G&G specifically, this means being able to answer questions like: "Do customers who engage with the MTO production journey emails have a higher lifetime value?" (almost certainly yes) and "Which trunk show city generates the most repeat customers?" — the kind of insight that informs where to invest next, not just what happened last month.
These are the headline benchmarks we would set for Year 1, drawn from luxury e-commerce performance data and Klaviyo's own published benchmarks for the sector. They are starting points — to be reviewed and recalibrated once G&G's own data begins to accumulate.
Open rate by flow — each automation benchmarked separately, since welcome emails and win-back emails have very different expected rates. Click-to-open rate (CTOR) rather than raw click rate, which accounts for deliverability variance. Revenue per recipient across each flow. Unsubscribe rate monitored closely — a spike indicates tone or frequency issues to address immediately.
Cost per acquisition by channel — Google Ads, Meta, organic, email. Return on ad spend (ROAS) for any paid retargeting. Customer lifetime value tracked by acquisition source — to understand whether a customer who came through a trunk show email is more valuable over 5 years than one acquired through paid search. Assisted conversion rates to capture multi-touch journeys.
The work is sequenced so that the highest-impact foundations are live on day one, with the more sophisticated flows and analytics layers built out over the following months as data accumulates and the team finds its rhythm with the tools.