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Joanna | Klaviyo Email Expert | Fashion & Lifestyle Ecom

@caravanfolk

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⚡️Email marketing for ecom fashion & lifestyle brands
💌 Certified Klaviyo Master
💌 Klaviyo Management | Klaviyo flow set up
🌍UK/AUS/US
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💌 If you’re new here, welcome. I’m Joanna, a Klaviyo certified email strategist for good fashion and lifestyle brands. The very first ecommerce email I ever sent was in 2011 for my own online fashion store. Back then, I didn’t have a welcome email in place, just a basic ’thank you for subscribing’ (current me is clutching pearls at 2011 me). Fast forward 15 years and I’ve created thousands of email campaigns, built out full automation suites and become best mates with strategy to make significant revenue for ecommerce clients in fashion and lifestyle. In the last two decades since I started in fashion, email has evolved a lot, making clever use of data to connect with customers in an individual and personalised way. At the same time, it hasn’t really changed at all. It’s still a letter from you, arriving in the inbox, waiting to be opened and read by your subscriber. No algorithms getting in the way, no comment section with chat bots ruining the customer experience. It’s a beautifully intimate and slower-paced way of connecting with your people, sharing stories, images, ideas and your incredible designs and products that inspire them to click, discover, buy from you. If you have any questions about your email strategy drop them in the comments, or send me a DM and ask. Joanna x taken in Civic House by @caravanfolk
4
8 months ago
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Fashion means more to me than the clothes that we wear. It’s a language that needs no words, a fire we all gather around to warm our soul, a community, and a reflection of the world around us. It was a joy to be in a room full of people who understands this in a city that is fluent in fashion for @the.official.saint.stella.m launch at @parisfashionweek Le sigh ❤️ Swipe for the little moments beyond the show. @estelle.m.creative @jfnolen @cat_stac #MelbourneFashion #ParisFashion #ParisFashionWeek #MelbourneDesigner #MadeInMelbourne #SaintStellaM #MickyInTheVan #EstelleMichaelides #CaravanFolk #FashionEcommerce #ParisILoveYou #FashionCommunity taken in Cercle Suédois - Svenska Klubben i Paris by @caravanfolk
16
3 years ago
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I’ve built thousands of ecommerce email campaigns over the years, and these are non-negotiables in each campaign that improves your email open rates and coversions. To craft an inbox friendly email with customer experience and psychology in mind, build this checklist into your email template and email practice. Make it a thing! 💌 An intriguing subject line – Create curiosity, stand out in a busy inbox. If no one opens your email, what’s inside doesn’t matter. Don’t overlook this important piece of micro copy. 💌 One clear goal – The one thing this email should achieve 💌 A clear product focus – Don’t overload with promotions or options, stick to one key story 💌 Customer-first benefit – How this improves their life 💌 Hero image – A strong visual to encourage scrolling the email at a glance 💌 Skimmable, on-brand copy – Short lines, clear hierarchy, brand storytelling 💌 Spam-filter friendly – Optimised image sizes, native text, alt text, relevant links 💌One primary call-to-action – ‘Shop bestsellers’, ‘Find your favourite’, etc 💌Mobile-first design – Build for mobile, test on both desktop and mobile 💌Trust signals – Brand promise, reviews, social proof Want to see it in action? Go to your inbox and compare this list to emails from your favourite fashion and lifestyle brands. Save this to come back to later. #Klaviyo #fashionecommerce #emailmarketing taken in Scotland, United Kingdom by @caravanfolk
4
8 months ago
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❤️‍🔥First impressions count. Don’t let your welcome email - or lack of one - make a bad one. When a new subscriber signs up to your email list, they’re hot for your brand in that moment. Engage with them immediately with a strategic welcome email series to woo them into falling in love with your brand, ready and waiting to make their first purchase with you. 💌Grab my template for a three-email welcome flow for fashion folk which includes layout and content suggestions to turn your subscriber into a buyer. Click the link in bio to download #Klaviyo #FashionBrand #EmailMarketing taken in Glasgow, United Kingdom by @caravanfolk
0
8 months ago
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🪩 Grateful for all the beautiful people I spent time with in 2025, from my brilliant clients, to my family and friends around the world. Lucky to have spent time in the US, Spain and India with the people I love, and had the most incredible summer here in Glasgow, with a revolving door of visitors from Melbourne. In the blink of an eye, 2025 whizzed past. Happy New Year to you all when it rolls in ✨ taken in Glasgow, Scotland, United Kingdom by @caravanfolk
9
9 months ago
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The runway between Q4 → Q1 can be a hot mess for email marketing. After months of running ads, building your email list and converting first-time buyers, this time can be marked by: ✿ Low open rates
✿ Tight budgets
✿ Inbox fatigue But this doesn’t mean pulling back on your email marketing. This means shifting to a nurture first, sell later retention strategy. The fix isn’t mass emailing your list. They’ve had enough of that in November with back-to-back promotions. Instead, it’s about emailing smarter. Segment your email list of hard-won Q4 customers based on their behaviour:

✿ VIP Customers (multiple orders, big spenders)
✿ One-Time Buyers, Engaged (opens / clicks on emails)
✿ One-Time Buyers, Unengaged (rarely opens / clicks on emails)
✿ New Subscribers, Non Buyer (signed up in the last 60 days, not purchased yet) Send emails that speak to them where they’re at, with education, reassurance, relevance and just enough momentum to keep the relationship warm until they’re ready to spend again. Save this post for your January email planning. Thank future you later. #FashionEcommerce  #Klaviyo #ShopifySeller taken in Glasgow, Scotland, United Kingdom by @caravanfolk
0
10 months ago
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🛍️ Q4 is a whirlwind of customer acquisition and list growing. But the magic (and the revenue) happens after the first purchase. Here’s the part ecommerce brands often miss: Those first-time customers you picked up in Q4 are the easiest people to convert into repeat buyers in Q1. How? By staying present and consistent in their inbox in that in-between time from mid December to late January. Instead of pushing sales emails when people have pulled back from spending, shift your focus into emails that build relationships. No urgency, no promotions, just connection and storytelling. 

 Try these email ideas: ✿ Highlights from your brand's year 
 ✿ Your favourite photos of customers wearing and using your products, or a selection of your best customer reviews ✿ A personalised end of year letter from the founder 
 ✿ Reminder of your brand's values and how you showed up for them in 2025 ✿ Exclusive subscriber-only previews of what's coming for 2026
 The goal isn't driving sales now, but nurturing new buyers so when they're ready to shop again from late January, you're the first brand on their mind. Save this post to come back to later. #EmailIsNotDead #EcommerceTips #FashionEcommerce #EmailMarketing #Klaviyo #EdinburghFashion #GlasgowFashion #FashionMarketing #MelbourneFashion #SydneyFashion #ScottishFashion #EthicalClothing #BuyLessBuyBetter taken in Glasgow, Scotland, United Kingdom by @caravanfolk
1
10 months ago
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After all the hard work you did on your marketing for Black / Green Friday, don’t waste this moment to review it, record it and use it to plan next year’s campaigns for a stronger, smoother campaign. A quick review now does more than help you plan next year’s offers. It reveals: ✿ Where your customers were actually paying attention ✿ What products they’re obsessed with ✿ Which emails pulled their weight ✿ And where your list health is genuinely sitting after the biggest promo push of the year This is the difference between reactive marketing and intentional marketing. Between guessing and confidently building a Q4 that feels smoother, lighter, and more profitable. And once you’ve done this once? You’ve got a repeatable template you can roll out for every campaign, from seasonal launches, end-of-season sales and Q4 promotions. And if you’re looking at your review thinking you’d love for at Klaviyo expert to take this off your plate for next year, get in touch and let’s chat. #EcommerceTips #FashionEcommerce #EmailMarketing #Klaviyo #BuyLessBuyBetter #EdinburghFashion #GlasgowFashion #FashionMarketing #MelbourneFashion #SydneyFashion #ScottishFashion #EthicalClothing #EmailIsNotDead taken in Civic House by @caravanfolk
4
10 months ago
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First impressions lasts. If you’re yet to set up your Klaviyo welcome flow, or your current one isn’t converting, grab my welcome flow template at the link in bio. It’s a three-email template with ideas for layout, content structure and topics to include. It’s really useful if you’re starting to build out your Klaviyo automations, and it’s free. #FashionEcommerce #KlaviyoExpert #SustainableFashion #EmailAutomation taken in Glasgow, United Kingdom by @caravanfolk
1
a year ago
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🐿️ Autumn’s still in full swing but I’ll be right in the middle of the busiest corner of Q4 for my Klaviyo clients when the seasons change. So this is my little look back at the good moments of the season so far. 🤎Canal walks in my much-loved and worn often gold leather pants from @smenamelbourne 🤎@houseofblk fashion show 🤎@tenementtrail with @ryan_thevinyljunkie 🤎@artbyshaun_dev art show with @living.not.working (and wee Freddie) at @gratefulglasgow 🤎Growing sunflowers in insufficient pots (best year yet) 🤎Carving the traditional Halloween neep 🤎A Halloween costume crated in an hour from my own clothes and makeup 🤎Canal bikes rides 🤎Autumn scenes from my sofa I hope your autumn or spring (Australian check in) is delivering the best bits of the season for you. #Glasgow #Fashion #klaviyoexpert taken in Glasgow, United Kingdom by @caravanfolk
4
a year ago
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The countdown is on! Q4 is here, and the busiest revenue making period of the year is is just around the corner 👀 If you haven't started prepping your email list for it yet, don’t panic. But don’t wait either. If you’ve only been emailing once a month, don’t suddenly jump to twice a week. That’ll raise red flags with inbox filters and shove you Instead, gradually increase your send frequency — aim for weekly as a baseline, and ramp up from there. Before you dive into inbox competition and add to the seasonal noise, take time to warm up your list. A warm email list = 💌 Subscribers who know, like, and trust your brand 💌 Better open rates when your big promos hit 💌 More accurate segmentation for higher-converting emails Not sure what to send while you warm up your list? I’ve put together 16 email ideas for fashion and lifestyle brands to keep your audience engaged before the sales start. ✨ Swipe through for a few favourites, then read the full list at the link in bio. And if you’d rather hand over your Klaviyo to a specialist so you can focus on the rest of your business, DM me or tap the link in bio to book a kickstart call #EcommerceTips #FashionEcommerce #EmailMarketing #Klaviyo #BuyLessBuyBetter #EdinburghFashion #GlasgowFashion #FashionMarketing #MelbourneFashion #SydneyFashion #ScottishFashion #EthicalClothing #ResponsibleStyle #EthicalFashion #UKFashion #ShopConsciously #SustainableFashion #ConsciousConsumerism #Shopify by @caravanfolk
0
a year ago
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Not every ecom brand needs the full bells-and-whistles Klaviyo setup. Sometimes you just need a few clever tweaks to make your Klaviyo convert better. 🪩 Flow Your Own Way (Hello Fleetwood Mac inspired name!) lets you pick and mix exactly what Klaviyo services you want, to fit your needs and your budget. Whether that’s a welcome series that makes your new subscribers fall in love with you, and actually converts, an abandoned cart that treats your customers like individuals, or a smooth migration over to Klaviyo without the stress. This is for you if you’re a fashion or lifestyle ecommerce brand owner who wants smarter automations, steady revenue, and a smoother customer experience, without the full package commitment. Doing better email marketing doesn’t mean doing more. It means doing the right things, your way. 🪩 Explore Flow Your Own Way at the link in bio
 #KlaviyoExpert #MailMarketingTips #EcommerceMarketing #FashionMarketing #EmailIsNotDead #EdinburghFashion #GlasgowFashion #FashionMarketing #MelbourneFashion #SydneyFashion #ScottishFashion taken in Scotland, United Kingdom by @caravanfolk
1
a year ago
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