MS. READ achieves 128x Klaviyo ROI with new communications strategies that drive conversions 

---

MS. READ, a beloved Malaysian fashion brand, has been empowering women with stylish, plus-size clothing since their inception in 1997. What began as a single physical store has expanded to 15 locations across Malaysia and Singapore. MS. READ also reaches international customers through ecommerce, bringing inclusive fashion to a global audience.

Learn how Klaviyo helped MS. READ tailor campaigns to drive higher conversions

Challenge

Marketing communications were key to MS. READ’s global expansion plans—but the brand initially faced challenges in converting email campaigns into actual purchases.

MS. READ faced 3 main email performance barriers. The first was fragmented data. Data about customer interactions in physical stores wasn’t connected to data about interactions online, which made segmenting audiences and personalising campaigns difficult.

The second issue was limited integration and reporting capabilities, which hindered the team’s ability to assess the performance of their campaigns, optimise them, and track key revenue metrics efficiently.

Our goal is to determine whether our campaigns are performing as expected, and revenue is the most immediate and critical indicator. If something isn’t working, we need data to identify areas for improvement so we can drill down into click rates and other standard metrics.

Finally, complex workflows also added to the strain. Setting up segments and automations was a highly technical, time-consuming, and resource-heavy process. This left the team stretched thin, with little time for other valuable tasks like performance analysis, campaign optimisation, and testing new ways to drive sales.

Solution

MS. READ transitioned to Klaviyo in 2022 for a more seamless, data-driven approach to revenue growth, following their upgrade to Shopify Plus on the advice of trusted partner Meekco Asia. 

An immediate benefit was Klaviyo’s integration with Shopify and its point of sale (POS), which provides a unified view of customer behaviour by combining offline, online, and loyalty data. This allows MS. READ to effortlessly track each customer’s journey.

“Because our entire platform runs on Shopify, there’s no data segregation,” Scott Chue, chief technology officer explains. “If a customer makes their first purchase online and later visits one of our outlets, they only need to provide their email or phone number, and we receive an instant live update.”

Klaviyo AI also makes it easier to create segments in minutes and target customers more precisely. Rather than relying on guesswork, the MS. READ team can now build data-driven segments by simply typing in a description, such as ‘customers who have opened emails but have not purchased yet.’

With Klaviyo, setting up a customer segment or campaign takes just 3 clicks, making the process very efficient. Our previous platform was more manual and complex, which slowed us down. With a small team, user-friendliness and easy onboarding are crucial.

Perhaps most importantly, Klaviyo also equips MS. READ with advanced reporting and analytics, providing a clear view of which campaigns are driving revenue and which need adjustment.

“It’s easy to deep dive into metrics and compare campaign performance against flows,” Chin says. “If there’s a dip, we can quickly identify and address the issue.”

Strategy

In 2024 alone, MS. READ saw a 30% increase in Klaviyo-attributed revenue growth from flows, thanks in part to taking a more data-driven approach to their marketing including: 

• Tailored content for each market: Insights from Klaviyo and Shopify data revealed differing buying patterns between Malaysian and international customers. For instance, Malaysian customers preferred modest wear, while international customers favoured a wider range of clothing. The team now targets these segments with different merchandise styles.

• Insights driving higher-performing campaigns: Previously, MS. READ focused on price-point highlights and promo-driven EDM campaigns due to the lower average order value (AOV) of online customers compared to offline shoppers. However, Klaviyo’s insights revealed that special collection and non-promo campaigns outperformed discount-led promotions in engagement and conversions. As a result, MS. READ increased the frequency of these high-performing campaigns while reducing heavy discounts.

• Automated review requests that help drive repeat purchases: After a purchase, Klaviyo triggers an email prompting customers to leave a review via the Judge.me integration. To encourage engagement, customers earn loyalty points through MS. READ Perks (powered by Klaviyo-integrated Smile.io), which can be redeemed for vouchers, boosting repeat purchases and revenue.

Compared to our previous platform, things have become much easier for our team, thanks to the continuous improvements and updates on Klaviyo.