Project overview

Horseware Ireland® is the world leader in horse rugs, leather, and accessories. Founded in 1985, they now have more than 500 employees globally.

Horseware Ireland® approached Thooja in December 2022 to have us fully manage their email marketing channel.

Over the course of more than a year, we've built a customer retention program for Horseware Ireland® that uses advanced segmentation and A/B testing.

Results-wise, we've grown their email channel from 7% to ~30% of monthly revenue.

“I couldn’t recommend Thooja more. I’ve worked agency side myself; I work with multiple agencies now, and honestly, Thooja continues to blow us away with your level of detail and performance.”

Jodie O'Keeffe

Jodie O'Keeffe

Digital Marketing Manager


Horseware Ireland

Migration from ActiveCampaign to Klaviyo

As part of our scope of work, Horseware wanted us to migrate their email marketing from ActiveCampaign to Klaviyo.

We migrated all customer, order, product, and email data to Klaviyo and cleaned up the data during the migration.

We “warmed up” Horseware’s Klaviyo account following our 30-day warming process, which starts with sending only core flow emails to our most engaged subscribers based on their ActiveCampaign engagement activity (opens and clicks).

Once we’d warmed up our sending infrastructure on Klaviyo, we completed our deliverability setup by creating a dedicated sending domain.

Because Horseware has a global customer base, we implemented a segmentation strategy that would allow us to create different email experiences for US vs UK vs EU vs French vs German subscribers, to maximise email engagement from our Klaviyo emails.

Welcome Flow

By collecting zero-party data from signup forms, we created personalised welcome journeys based on their location, riding style, and discipline. Each email's copy and design is tailored for each subscriber, making them feel more connected to the Horseware Ireland® brand.

Horseware Welcome Flow

Cart Abandonment Flow

Horseware Ireland® had an abandoned cart rate of over 70% when we first started working with them. Leveraging Klaviyo's dynamic event data, we sent personalised abandoned cart emails to prospects and customers, encouraging them to return to the cart.

Horseware Cart Abandonment Flow

Localising emails into German & French

Our in-house German and French email translators localise flow and campaign emails to increase engagement with our international subscribers.  

Localising Flow Emails

Post-Purchase Flow

We created unique post-purchase flows for both existing customers and new customers. Our post-purchase flows are designed to reduce buyer's remorse and set customers up for success in using their new products.

Horseware Post Purchase Flow

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