Everyone looking to shop quality statement pieces knows RAE Antwerp, a Belgian womenswear brand that takes inspiration from modern femininity with a bold edge.
RAE Antwerp built its presence primarily through online retail and founder Andrea wanted to ensure the brand’s digital experience was as refined as their offer. To achieve this, she partnered with Radikal to create a new Shopify store.
But the new store was just the beginning. To increase her online revenue and build stronger relationships with her customers, she needed a powerful email marketing solution. That’s when she chose Klaviyo with the main goal to automate at least 10% of her online revenue with flows and inspire customers to repeat purchases through campaigns.
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Style meets strategy: fashion email campaigns that convert
For a fashion brand like RAE Antwerp, inspiration is everything, and Klaviyo campaigns play a key role in it. It’s becoming your audience’s personal Pinterest: a curated selection of outfits, trends, and styling ideas that keeps the brand top of mind.
But at the same time, campaigns need to balance inspiration with usability, so that every email not only looks beautiful but also drives engagement. This is where Radikal came into play. In close collaboration with Andrea, who provided the creative direction and content ideas, we optimized the email templates to make them fully conversion-oriented. We made sure every image was clickable, layouts were mobile-friendly, designs were lightweight, and everything displayed in dark mode. The result was a campaign strategy that combined editorial inspiration with e-commerce knowledge.
Campaign open rates: 68% vs 40% median in the apparel industry
Click rate: 4.7% vs 1.6% median
Placed Order rate: 0.27% vs 0.06% median
Abandoned browser (advanced): click rate 110% above the industry benchmark
Many brands stay away from abandoned browser flow out of concern of appearing intrusive. While this can be true for some, at Radikal, we believe it’s more about smart targeting and filters than avoiding the flow altogether.
For Rae, instead of sending a generic abandoned browser email to anyone who had visited the site without purchasing, we focused on high-intent visitors. Specifically, we targeted users who had viewed a collection or product page at least three times in the past five days. Each email offered a curated selection of pieces based on their browsing history, while the copy emphasized that we value their time and are there to help.
The results speak for themselves: the open rate was 43% above the industry benchmark, and the click rate - 110%, showing the importance of precise targeting and personalized messaging.
Conclusion
At Radikal, we specialize in helping apparel brands turn Shopify and Klaviyo into a powerful revenue engine. For Rae, we started with basic flows, then scaled into advanced, data-driven automations, informed by analytics and customer behavior. Every flow was carefully targeted and personalized, while our inspirational email campaigns were designed not just to look beautiful, but to drive clicks and conversions. The results speak for themselves: open rates, click rates, and order rates all far exceeded industry benchmarks, proving that thoughtful strategy and precise execution can turn email marketing into real growth.
