You’re walking in the park or standing at a crosswalk when you suddenly see a burst of colors. You can hear the laughter of children riding their bicycles, which are perfectly tailored to their exact needs and proportions. And you just know… You know it’s a woom bike even before you check the brand name. Because these bikes are everywhere! 🥹If you’d like to learn more about this brand of lightweight kids’ bikes, we invite you to find out how we managed to create a high-performing SEO topical map for its communication strategy!

Email Marketing: The connection between brand and community

One of the things I’ve always admired about this brand is the close relationship it has with its community of parents and little woombikers, as we can see at every edition of their event, wooming around! 🚴So, we asked ourselves: How can we help woom maintain this close relationship through other channels within the digital marketing ecosystem? The answer came naturally, from the community itself, because there was already a need for this among its members. Drumroll, please 🥁: Email Marketing.

You might roll your eyes when you’re getting spammed with dozens of newsletters every day. Or maybe it annoys you so much that you desperately search for the unsubscribe button. We didn’t want to evoke the same feeling with the new tactic we proposed to our client, woom; rather, we wanted to reach only those people who want to receive updates directly from the brand where they spend a lot of time online: in their inbox. 📩 People give you permission to access to their inboxes because they trust you and are confident that you will provide them with valuable information and engage with them in a meaningful and relevant way through every newsletter. That’s why we ended up creating two types of automated flows for two different categories of parents. Let’s explore them together!

Welcome Aboard! You’re gonna love it!

Parents who are in the Consideration stage of the Inbound Marketing funnel. They’ve heard about woom from the brand’s social media posts or recommendations by influencers or other parents, but they haven’t decided yet whether to buy a bike for their children. 🧐 This automated flow helps the brand automatically send parents a newsletter every two weeks to introduce them to the world of woom: why these bikes are so special, how the brand supports parents every step of the way, how they can choose the best bike for their kids, and why they’re recommended by other parents and experts.

The next woom is just around the corner!

Parents in the Retention stage, on the other hand, have already purchased a kid’s bike from woombikes.ro. However, as the child grows, his or her body lets you know, even before the child realizes it, that the bike is no longer keeping up with him or her. The second flow automates the process of sending a personalized newsletter 18 months after purchase. This is because, at that point, customers are ready to take the next step by upgrading to another woom bike model. Parents do not all receive the same newsletter; rather, depending on the model they previously purchased, they receive a newsletter about the next bike model that is now suitable for their child, along with a recommendation to check whether the child’s height falls within the recommended range for that model.

Klaviyo Flows: The challenges that ultimately lead to results

Okay, everything’s fine! But how did we manage to implement this automation? Well, with the help of Klaviyo, the marketing automation and CRM platform integrated with the brand’s online store, which allowed us to build customized flows for the two types of needs described above. The email marketing strategy combined both content creation – for copywriting & visual elements of all newsletters included in the automated Klaviyo flows, and the data analysis service needed to configure the correct triggers and conditions, so that each newsletter would reach the right segment of parents at the right time!

The most challenging phase was the Beta Testing, during which we had to verify not only the functionality of the Klaviyo flows but also how the newsletters would display on any device, ensuring that they complied with the principles of direct emailing. At the same time, Klaviyo’s customer support team proved to be very helpful and provided us clarity when, after spending hours staring at the platform, we couldn’t see the light at the end of the tunnel. Now, a few months after this project was implemented, we’re pleased to see that parents find it easier to decide to purchase woom bikes for their kids after receiving newsletters through automated Klaviyo flows.

Client Name: woom bikes Romania
Client Industry: Children Bikes