SHEIKE achieves 113x platform ROI after consolidating email and SMS in Klaviyo B2C CRM

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SHEIKE is an iconic Australian fashion label, with a belief that style is the way you show who you are without saying a word. Founder George Lazaridis officially launched the brand in 1979, opening the first store under Sydney’s Centrepoint Tower. Over the last 45 years, SHEIKE has remained a family-owned business in Australia, with over 50 brick-and-mortar stores nationally and an online store, too. For the past 5 years, they’ve used Klaviyo to power smarter digital relationships. 

Learn how SHEIKE unlocked the power of SMS in Klaviyo 

Challenge

With email in Klaviyo and SMS in a separate platform, SHEIKE couldn’t get an accurate view of either attribution or the end-to-end customer journey. 

“Our old SMS platform was reporting attribution, but when we looked at that against Google Analytics’ last-click attribution, the two were vastly different,” says Hayley Rosales, CRM manager at SHEIKE. “It was impossible to tell where we should be investing.” 

Solution

To solve their attribution problem, SHEIKE decided to consolidate SMS with email in Klaviyo. They very quickly discovered they had been leaving revenue on the table. 

“Once we consolidated SMS in Klaviyo, we could see last-click attribution in the platform, and it was closely aligned with the last-click attribution we see in Google Analytics,” says Rosales. “This gave us the confidence to invest more in SMS and to make strategic decisions about where we communicate with customers, especially during key sales periods.”

Strategy 

With the data to prove the value of investing in SMS, SHEIKE developed a strategy that would help them grow SMS subscribers and attributed revenue. 

To do this, they focused first on growing their subscriber list with tactics including:

• Using dynamic email blocks to attract SMS subscribers: SHEIKE built a dynamic block in their email footer offering 10% off to email subscribers who sign up for SMS. The dynamic content block allows SHEIKE to only show the SMS call-to-action to customers who have not already subscribed to SMS. This means, “people are not fatigued by it, and existing SMS subscribers are not accidentally re-subscribing or unsubscribing,” Rosales explains. “I’ve been surprised by how strong the uptake has been and how much we’ve been able to drive revenue growth off the back of our SMS subscriber growth.” 
• Growing SMS subscribers in the lead up to key sales periods: SMS has proven to be an especially effective channel during key sales periods like Black Friday, so SHEIKE plans ahead to maximise revenue potential. They send out an email to subscribers who have not opted in for SMS incentivising them to complete their profile and opt-in for SMS. 
• Using Klaviyo Customer Hub to keep customers on-site: SHEIKE is using Customer Hub to give customers a way to get essential information, like shipment tracking, without leaving the website. They also surface coupon codes in the hub and have started seeing an increase in redemption as a result. Next, to maintain the growth they’ve seen in the last year, SHEIKE plans to add a CTA to subscribe to SMS in the customer hub..

By investing strategically in SMS, SHEIKE increased subscribers by 81.2% YoY in 2024, and saw a 50.8% increase in click-to-order rate. Now, with Customer Hub, they hope to use Klaviyo B2C CRM to improve customer retention and loyalty.  

A lightbulb went off when we brought SMS and email together in Klaviyo. I realised how much potential we had in SMS, particularly around revenue growth in key sales periods. It’s been a game changer.