Klaviyo Email Marketing for Luxury Coffee Bean and Gear Brand, Fellow.

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  • Email Marketing
  • Design
  • Copywriting
  • Consulting
  • Creative Direction
The Challenge

Known for its design-forward coffee-making gear and internationally sourced coffee beans, luxury coffee brand, Fellow, has long catered to a community of premium coffee enthusiasts at its San Francisco and Los Angelos flagship stores and online presence alike.

For a brand that is on a mission to provide brighter, less boring mornings, it was vital that its marketing efforts echo that. Fellow approached Avex to ameliorate the brand’s email marketing efforts on Klaviyo - a platform with endless possibilities when it comes to automation, advanced segmentation, and useful data insights.

Tech Partners
  • Klaviyo
  • Figma
The Approach

Being no stranger to storytelling, Fellow has always communicated with a well-founded voice across all touchpoints. The Retention Marketing team at Avex elevated the brand’s voice on email and brought it to life in a bright and strategized execution while striking a balance between on-brand copy, sophisticated design, creative flair and email best practices. We aligned with the brand on the goal of sharing Fellow’s insider knowledge to make “specialty coffee” a language the brand’s audience can fluently speak.

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Boosting Email Revenue with Segmentation

Fellow has an extensive catalog of offerings including subscriptions, weekly coffee drops, coffee + gear bundles, customizations, and wholesale. That said, it’s crucial that the right messaging gets across to the right audience. So naturally, our retention strategy involved careful segmentation of the audience and featured renewed focus on differentiating email marketing efforts in accordance with different eCommerce categories.

  • 166%

    More Emails Sent

  • 57.5%

    Increase in Revenue

  • 9.1%

    Increase in AOV

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Functional Elegance Meets Design

Each month, the Avex team provided retention consulting on email campaigns all of which featured a fine-grained balance between product education and brand purpose. Messaging precision, design elementariness and focus became our guiding principles for Fellow’s emails.

Our team provided design and setup assistance, UX testing for desktop and mobile as well as accessibility and compatibility in dark mode.


Avex’s relationship with Fellow was caffeinated to say the very least; it extended over the course of two separate retention retainers and displayed an energetic collaboration between the agency and the brand. Not only did our team support Fellow’s entire email strategy but also achieved positive growth across the board.

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Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

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