Klaviyo

Paveau’s migration from Mailchimp to Klaviyo

Paveau is a beloved Belgian brand, known for its artisanal vibrant water bottles and glasses that combine sustainability with a modern, minimalist aesthetic. With a new Shopify store developed by Radikal, Paveau was ready to improve customer engagement through email marketing. To unlock the full potential of the tool, we migrated their email marketing from Mailchimp to Klaviyo. It was a necessary step to increase personalization, automation, and long-term growth. Establishing this foundation in Klaviyo allowed Paveau to send targeted communications while reflecting the elegance of their brand.

From Mailchimp to Klaviyo: the first steps

The very first task was to migrate Paveau’s customer base from Mailchimp into Klaviyo. This step was about more than just moving contacts, it was about setting up a clean, structured database that Paveau could scale with. We carefully imported the data, making sure to separate subscribed and non-subscribed users, so that only customers with explicit consent were included in future sends. This not only maintained GDPR compliance but also ensured that Paveau’s deliverability remained strong from the start.

For Shopify brands like Paveau, Klaviyo offers a significant advantage over Mailchimp. Klaviyo’s native Shopify connection syncs real-time customer data, purchase behavior, and browsing history directly into the platform. This allows brands to build precise audience segments, trigger highly personalized flows, and track revenue attribution with much better accuracy.

We also set up a branded sending domain to protect Paveau’s sender reputation and avoid emails landing in spam. This step, mandatory for Klaviyo users since February 2024 due to new Google and Yahoo sender requirements, gave Paveau a professional, trustworthy presence in their subscribers’ inboxes.

Finally, we onboarded the Paveau team with hands-on Klaviyo training. Since they were new to the platform, our crash course covered campaign creation, list management, and analytics, along with best practices for email marketing. With Klaviyo, they now had the tools to build personalized customer journeys with deep segmentation tools. And of course, we remain available for ongoing support as their email strategy grows.

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Personalization and design consistency

Paveau's new webshop had a sleek, modern look with rich visuals, which we wanted to translate in the emails as well. We worked closely with Paveau to design templates that matched the aesthetic of their website: minimalist, elegant, and visually appealing. We also added generous spacing to the emails to create a light, airy feel, just like Paveau's products. Afterwards, using Klaviyo’s personalization features, we created content that spoke to each recipient.

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Essential Klaviyo email flows

For Paveau, our focus was on building a solid Klaviyo foundation rather than advanced automation. We implemented the four essential flows every e-commerce brand should have in place: abandoned checkout, back in stock, post-purchase, and a welcome flows. These flows covered the full basic customer journey (from first impression, to purchase, to retention), following up with the customers at high-intent touchpoints. The results of these flows were excellent as compared to Klaviyo benchmarks: an open rate of 68.61%, a click rate of 7.96%  and a placed order rate of 2.27%. With just these core flows, Paveau was able to capture meaningful ROI and set the stage for more advanced strategies in the future.

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Conclusion

By migrating from Mailchimp to Klaviyo, Paveau gained a solid scalable email marketing foundation. Klaviyo’s Shopify-native integration and revenue-driven flows now automate a significant share of Paveau’s online revenue. Combined with email templates aligned to their webshop design, Paveau can now deliver a consistent, elegant brand experience across every digital channel.

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Impact
68%
Email flows open rate
Technology
Klaviyo
Services
Migrations
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