Email and SEM Case Study for Goleby’s Parts

Upon taking over this account from a previous agency, our team aimed to develop a comprehensive strategy covering both email and paid channels.

The SEM team’s primary focus was to optimise the account according to eCommerce best practices. We revamped core campaigns to enhance performance, attracting new visitors and customers, while boosting Goleby’s revenue without increasing marketing expenses. As part of this strategy, there were significant improvements to the existing Performance Max campaigns. The LION team also introduced several segments tailored to high-priority, high-margin, and high-value products to better manage performance and budget allocation.

After collaborating with Goleby’s paid channels for a year, our team noticed that the Email Channel was not performing well. LION Digital conducted a thorough review of Email Performance & Technology and found that Shopify’s built-in email capabilities were insufficient for a business of Goleby’s size. To address this issue, LION Digital recommended implementing the Klaviyo Email Marketing platform. Our team were entrusted with the task of implementing Klaviyo to industry best practices, which included:

• Cleaning data and transferring to Klaviyo.
• Establishing a data capture strategy and creating over 40 distinct segments.
• Setting up a variety of email and SMS automations, including more than 15 different flows.