Merchtable Case Study

 Merchtable powers ecommerce for hundreds of artists and bands, offering fans direct access to official merch. Managing such a large catalog comes with a challenge: creating personalized, timely abandonment flows without building hundreds of custom automations.

Traditional abandonment flows are easy to manage with a small product catalog—but Merchtable supports hundreds of artists. Creating a dedicated cart abandonment flow for each artist was unrealistic and unsustainable. They needed a way to scale while keeping emails relevant and personalized.

 I designed a dynamic abandonment flow solution in Klaviyo that eliminated the need for 300+ separate automations.

• Built a small number of master abandonment flows using a specific dynamic content block per brand.
• Pulled in artist-specific product bundles based on browsing or cart behavior.
• Included logic to surface upsells, cross-sells, or back-in-stock items—all tailored to each artist’s merch catalog.
• Ensured mobile-optimized design and clean layout, regardless of product mix.

• Reduced 300+ flows to just a handful—saving time, effort, and maintenance. 
• Improved engagement by keeping email content tightly aligned with the fan’s interest in a specific band or artist.
• Enabled scalability as new artists were added to the platform—no manual setup needed for new flows.
• Boosted AOV through curated bundles and cross-sell recommendations.

 This solution empowered Merchtable to scale cart abandonment marketing across hundreds of brands while maintaining a highly personalized experience for fans. It’s a prime example of using Klaviyo’s dynamic content and segmentation to solve complexity with elegant automation.