The
Challenge
Kachina House, Arizona’s largest distributor of Native American art, partnered with Newbird for over five years to drive growth. With a high-consideration product catalog, they needed a more effective email marketing strategy to engage their research-driven audience and boost conversions. Newbird helped refine their approach using Klaviyo, focusing on automated flows and targeted campaigns to increase retention and sales.
Klaviyo revenue grew by
19.94%
Campaign open rate
30.43%
5-10% above industry avg.
Newbird tailored a targeted email
marketing strategy to Kachina House’s
research-driven customer journey.
Automated Flows & Behavioral Triggers
Established six foundational flows (welcome, cart abandonment, post-purchase, product education) and used behavior-based triggers to re-engage leads.
Audience Segmentation
Segmented email lists based on browsing behavior, purchase history, and product category interest (e.g., Kachina dolls, jewelry, pottery).
Effective CTAs
Employed strong, action-oriented CTAs to drive deeper product exploration and conversions.
Artisan Stories & Testimonials
Highlighted artisan stories and customer testimonials to build trust and showcase authenticity.
Visually Compelling Campaigns
Launched 16 campaigns tied to cultural themes, seasonal interest, and artisan storytelling to engage customers.
Mobile-First Design
Maintained consistent, mobile-first design with earthy tones and clean layouts to reflect the brand’s identity.
A/B Testing for Open Rates
A/B tested subject lines with curiosity and cultural relevance to improve open rates.
Educational Content Focus
Focused on educational content and value messaging, avoiding deep discounting to align with the high-consideration nature of the products.
Klaviyo
Revenue
Over a six-month period, Kachina House experienced a 19.94% increase in Klaviyo-attributed revenue, driven by Newbird’s tailored email marketing strategy. Email campaigns were responsible for 52% of conversions, while 48% came from automated flows. This demonstrates the effectiveness of combining automation with strategic campaigns.
Flow-Based
Performance
For flow-based emails, Kachina House achieved an open rate of 34.30% and a click-through rate (CTR) of 7.63%. These metrics significantly outperform industry standards for high-AOV and collectible categories, where open rates are typically between 25–30%, and CTRs range from 2–4%. The higher engagement rates show the success of behavior-based automations like cart abandonment and post-purchase emails.
Campaign Email
Performance
For campaign emails, the open rate was 30.43%, with a click-through rate of 2.13%. These results surpass the typical benchmarks for seasonal and promotional emails, where open rates generally range between 20–25% and CTRs between 1–2%. Strategic segmentation, subject line testing, and culturally relevant messaging led to stronger-than-expected engagement.
Overall Performance
This overall performance boost highlights the value of optimized segmentation, automation, and narrative-driven campaigns. Kachina House has not only increased conversions but also cultivated a more engaged customer base primed for continued success.
By surpassing industry benchmarks in both flow and campaign metrics, Newbird’s strategy has set the stage for sustained revenue growth.
Since Partnering with Newbird:
Klaviyo-attributed revenue increased
19.94%
Flow open rate skyrocketed
34.30%
15% above industry standard (25-30%)
Campaign open rate increased to
30.43%
5-10% above the industry benchmark
Flow CTR reached
7.63%
4-5% above industry average
The
Benefits
Newbird’s strategic email marketing efforts have significantly strengthened Kachina House’s DTC channel, leading to measurable increases in revenue and engagement. By optimizing automated flows and audience targeting, Kachina House has successfully built a more engaged customer base. Continued refinement of these strategies will ensure ongoing success and sustainable growth in the future.