Lamey Wellehan is a family-owned shoe store with six locations and over 100 years of experience serving Mainers (and beyond).
Lamey Wellehan enjoys a broad and loyal customer base and is the go-to shoe store for many Mainers, including several members of our team. However, their email marketing was historically an afterthought. Email promotions were designed ad hoc by management, scheduling was minimal, and there was no meaningful segmentation or automation.
We collaborated with Lamey Wellehan to migrate and warm their email list, create flexible and reusable templates, and establish essential brand welcome and abandonment flows.
After migrating tens of thousands of contacts into Klaviyo, we built a new sign-up form and welcome series, designed new email templates, and segmented profiles into highly engaged, at-risk, unengaged, and staff categories.
In addition, we helped Lamey Wellehan automate their monthly customer survey for both in-store and online customers, streamlining the process and saving time. We plan to implement additional automations to keep subscribers engaged and regularly clean their subscriber list to boost deliverability.
Migrating to Klaviyo unlocked numerous opportunities for automation and segmentation while providing modern and professional email templates.
They knew our company and understood clearly our goals.
Chris S., Director — Lamey Wellehan Shoes
Email was the last thing to get attention, and that is the normal order.
A retailer with six stores and a century of goodwill has no shortage of customers. What it lacks is a deliberate way to speak to them. Lamey Wellehan's promotions were designed ad hoc by management, sent on no particular schedule, to a single undifferentiated list. That is not neglect. It is what happens when email is nobody's actual job and the stores are busy.
The migration itself is the easy half — tens of thousands of contacts move in an afternoon. The work that matters is what you do on the way through: warming the list so a new sending reputation is earned rather than inherited, and splitting one audience into people who are engaged, people who are drifting, people who have gone, and staff. The first message each of those four should receive is not the same message.
That segmentation is the whole return. Everything after it — the welcome series, the abandonment flows, the automated monthly survey — only works because there is finally a difference between a customer who bought last week and one who has not opened anything in a year.
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