Since 2011, UK-based Cutting Edge Knives has built a strong reputation as the leading supplier of high-quality Japanese chef knives and accessories for professional chefs and passionate home cooks.
With the digital marketing landscape evolving rapidly, the brand saw an opportunity to transform its online customer engagement and boost sales by optimising its existing Klaviyo email marketing and introducing SMS into the mix. The result was an improved omnichannel experience for its customers and prospects.
Cutting Edge Knives partnered with Andy Dawson of Blue Snapper (a Klaviyo Partner & Champion) for this project. The targeted initiatives implemented by Blue Snapper yielded remarkable results quickly.
As with all successful client partnerships, a key factor in the success of this project was the responsiveness and openness of Ally & James at Cutting Edge Knives. Their willingness to embrace new strategies and experiment with fresh approaches was vital in achieving such rapid gains. A dream client!
The Results
After just 5-weeks, the Klaviyo optimisation delivered:
- 115% increase in sales from the automated Klaviyo flows.
- 4.4% of total sales attributed to SMS marketing.
- 42% sales contribution from flows (up from 23%)
- 54% improvement in placed order rate from the welcome flow.
- 25% increase in placed order rate from the abandoned checkout flows.
- 45% growth in the email subscriber list and 284% growth in the SMS subscriber list.
“We were amazed by how quickly we saw the results. Andy at Blue Snapper completely transformed our prospect and customer journeys – especially nurturing and encouraging new and repeat purchases and improving our customer data as well as managing and re-engaging with inactive subscribers much more effectively. We can do so much more, but the uplift in sales attributed to our new Klaviyo flows and the list growth we’ve experienced speaks volumes!“
Ally & James, Founders, Cutting Edge Knives
The Challenge
Cutting Edge Knives felt it was not fully utilising the potential of Klaviyo, particularly in the areas of personalisation and the lack of SMS as a marketing channel. Though the business had introduced automated welcome and abandoned checkout flows, they believed more could be done to nurture new contacts towards their first purchase and encourage existing customers to make repeat purchases.
Additionally, there were no mechanisms for re-engaging inactive subscribers before suppressing them (sunset flow), no post-purchase communications, limited methods for capturing zero-party data provided by subscribers, and relying solely on email and SMS opt-ins during Shopify checkouts.
The Solution
To address these challenges, Blue Snapper implemented a comprehensive strategy focusing on enhancing the existing flows, integrating SMS for an omnichannel experience, and deploying effective data capture methods.
Before implementation, Blue Snapper mapped the Klaviyo processes in Figma. The flow logic and messaging could then be visualised to validate the proposed approach and simplify the review process.
Enhanced Klaviyo Flows Driving Sales
- Welcome Flow: Transformed into an extended sequence designed to nurture prospects by providing information-led content alongside welcome offers and personalised product suggestions that fostered a deeper connection with potential customers.
- Abandoned Checkout Flows: Segmented into two distinct flows – one targeting new contacts and another for existing customers. This approach delivers more personalised messaging for both audiences; each interaction designed to be helpful, engaging, and support their respective purchasing journeys.
- Post-Purchase Flow: Introduced to engage customers after their initial purchase, encouraging repeat business, providing product care information, and social engagement to build trust.
- Sunset Flow: To identify and automatically unsubscribe unengaged opt-in profiles (using a webhook). This flow streamlines list management and improves engagement, sender reputation and deliverability.
Top line: 115% increase in sales from all flows; 54% improvement in placed order rate from the welcome flow ; 25% increase placed order rate from the abandoned checkout flows.
Introduced Klaviyo SMS Marketing for an Omnichannel Experience
Recognising the power of SMS to cut through the noise and drive action, SMS was introduced into key Klaviyo flows to complement existing email campaigns — creating a more connected, omnichannel experience.
The focus was on time-sensitive offers where urgency mattered. For example, new opt-in subscribers receive an SMS when any initial discount is offered, followed by a reminder just before it expires. This approach prompted quicker decision-making and reduced drop-off between browsing and buying.
The result? SMS alone contributed 4.4% of total sales during the first 5 weeks – which continues to grow — a clear indicator of how valuable this direct, timely channel can be when used strategically.
New Profile Data Capture & Enrichment
Though Cutting Edge Knives captured customer data in Shopify, interested website visitors were “lost” before their first checkout. Additionally, SMS opt-in was only offered during checkout.
To address this, targeted Klaviyo pop-ups were added to encourage sign-ups, each tailored to a specific audience based on where they are in their purchasing journey. The most appropriate pop-up is triggered by user engagement with the website or by clicking a web teaser.
- Two-step pop-up (email + SMS): Targeted new visitors with a two-step process – first capturing their email address, followed by an invitation to opt-in to SMS – enhancing the depth of the zero-party data collected. The two-step approach means that the drop-off rate on the first step (email submission) is not impacted by the additional SMS opt-in in the second step.
- VIP single-step pop-up (SMS): Aimed at profiles who have already submitted their email addresses, this pop-up focused on capturing SMS opt-ins to build the SMS marketing list and enhance profile data.
The pop-ups delivered a 45% growth in email subscribers and a 284% growth in SMS subscribers.
Often, pop-ups get bad press! However, this is usually due to marketers not taking a customer-centric view of how and when they are triggered. The gains achieved with these pop-ups demonstrate their power when used as part of a well-targeted approach.
Looking Ahead
Building on this momentum, Cutting Edge Knives will continue to refine its digital marketing strategies, explore further personalisation, and leverage the power of Klaviyo to enhance engagement and sales growth. That includes extending the welcome flow, additional flows to unlock more growth opportunities, AB testing, and further exploring the potential of SMS marketing.
About Cutting Edge Knives
Cutting Edge Knives is a family run business established in 2011 and has become one of the UK’s best-rated Japanese knife and accessory retailers. Its focus has always been primarily on Japanese chef knives and the many varied tools and supporting items used in kitchens around the world.
A truly sharp quality knife is something the business believes everyone should own and nothing beats the quality and edge retention of a Japanese knife!
