Any business making moves into the global scene understands the importance of marketing in increasing brand recognition and boosting ROI. Email marketing, with its cost-effective charm, is a smart choice for multinational companies. RHR Pets teamed up with Radikal to send emails worldwide via Klaviyo.
Established in 2002, RHR Pets sell top-quality cat trees and scratching posts. After 10 years of success, the owners decided to expand internationally and the effort paid off. Their customers are their best reference: now RHR Pets has over 30.000 online reviews and over 40.000 followers on social media. However, as the company expanded, they also needed to update their email marketing strategy.
Multi-language emails for Shopify Markets
The RHR Pets Netherlands account in Klaviyo had been running successfully when the Radikal team initiated the adaptation process. In a short period, the original account had to be adapted to 20 countries, ensuring smooth translation into various languages and currencies.
We set up different stores and linked them under one main account. That way we managed to keep a country-specific focus while providing a cross-country strategy. By doing so, we were able to simplify the administration by grouping everything under one main account.
Without a doubt, such a big project might seem frightening because there are many details that you have to pay attention to. We took it step-by-step, starting by making changes at the customer level to ensure the segmentation and data migration were in order. The other aspects we needed to ensure were compliant included:
- Multiple domains (making sure they all fall under one dedicated sending domain).
- Different currencies (using Shopify language tags linked to different stores and use the correct variables)
- Multiple campaigns across different countries.
- Product feeds, sign-up forms, and coupons.
- Fonts and brand colors.
Every tiny detail matters to ensure a smooth user experience.
It all paid off
The migration from Mailchimp to Klaviyo went smoothly and the international setup brought impressive results. The numbers exceeded the industry benchmarks and thanks to detailed segmentation and appealing messages, we were able to approach the right people without being intrusive. And most importantly, they received the messages with the right language and currency.
