July 18, 2025
Fashion's Secret Weapon: Retention Marketing with Klaviyo & Paid Ads
Table of Contents
Abbie
Founder + Director
Fashion’s Secret Weapon
“Sales are not where brands want them to be, and costs on platforms like Meta are increasing.”
If you work in fashion marketing right now, you know it’s tough out there. Paid costs are rising, acquisition is harder than ever, and the pressure to deliver results on smaller budgets is real. So what’s the smartest move?
Retention.
That’s what this episode of Marketing vs The World is all about. Abbie sits down with Naomi Davies - founder of NMD Marketing and fashion marketing expert - to find out the retention strategies that work.
From killer email flows to paid ads that actually pay off, Naomi shares practical, actionable tips.
Listen now using the links below, or keep reading for some of the highlights.
From Fine Art to Fashion Funnels
“I started freelancing in 2018 and just followed what I loved - fashion and accessories.”
Naomi’s career didn’t start in marketing. In fact, she has a fine art degree. But a passion for fashion led her into in-house roles for luxury and accessories brands before she launched NMD Marketing in 2018.
Fast forward to now, Naomi’s built an agency that specialises in fashion and beauty brands, helping them grow through Klaviyo email marketing, paid social, and PPC. She knows how to balance acquisition and retention - and why email should be your secret weapon right now.
Want to hear how she does it?
Retention Isn’t Just About Discounts
“The value you give isn’t just the product - it’s how you make them feel.”
Price matters, sure. But Naomi explains why loyalty isn’t just about offering the biggest discount. It’s about experience. Think convenience, ease of returns, personalised comms, and building an emotional connection with your customer.
Want to know the one thing she says every brand should be doing to improve retention?
Email Marketing: Still Your Secret Weapon
“If you’re not getting 30% of your revenue from email, something’s wrong.”
Yep, you read that right. Email is the retention powerhouse that too many brands underuse.
While paid costs soar and search evolves, inbox marketing remains one of the most cost-effective ways to drive sales - and for fashion brands, it’s non-negotiable.
In this episode, Naomi shares:
How to build retention-boosting Klaviyo flows
The biggest mistake brands make with segmentation
Why tone of voice and storytelling matter more than ever
If your email strategy feels a bit “meh”, this part alone is worth a listen.
Listen on Apple | Listen on Spotify
Oh, and if you’re not on Klaviyo yet? Naomi says it’s a must for fashion brands, especially on Shopify. Find out why in the full episode.
Paid Ads for Retention: What’s Changed
“Meta’s Advantage Shopping campaigns now do most of the retargeting for you.”
Retention on paid channels looks a little different these days. Naomi explains why the old-school retargeting tactics don’t work like they used to—and what you should do instead. Plus, she shares her top tips for keeping Meta ad costs under control without sacrificing conversions.
If you’ve ever wondered whether paid ads are worth it for retention, Naomi’s answer might surprise you.
Which Platforms Are Winning for Fashion Ads?
“Instagram is still dominating - but TikTok is worth testing if your audience is there.”
While TikTok gets all the headlines, Instagram remains the MVP for paid ads in fashion. TikTok can work brilliantly for the right brands (especially if you’re leaning into TikTok Shop), but Instagram still converts best for most.
The big takeaway? Experimentation wins. Test formats, diversify creative, and don’t rely on one style or message for every audience.
The Human Side: Working Mum Real Talk
“I used to start work early in the morning. Now I’m opening my laptop at 9 p.m.”
In the Vs the World segment, Naomi gets candid about life as a founder and new mum. Spoiler: it’s hard. From nap-time work sessions that never go to plan, to trying to shake off mum guilt, Naomi shares her biggest lessons:
Delegate more than feels comfortable. You can’t do it all - and that’s okay.
Ditch the guilt. It’s not helpful, and it’s not really guilt - it’s just pressure.
Some of The Highlights
Here are three takeaways from Naomi’s episode:
Retention matters more than ever. Start with listening to your customers, then build around their needs.
Email is your revenue engine. Klaviyo + smart flows = long-term wins.
Experiment with content and channels. Lo-fi visuals, cultural hooks, and creative diversity will set you apart.
Loved the highlights of what Naomi had to say? You can connect with Naomi Davies on LinkedIn and check out NMD Marketing for more on fashion-focused retention strategies.
And if you’re looking for SEO and content expertise that works hand-in-hand with your retention marketing, that’s where we come in. At Monday Clicks, we help brands like yours build smarter strategies—so your content, email, and search all work together.
Sounds good? Let’s chat.Connect With Us
For more insights and updates on the world of marketing, follow Abbie Dando and Monday Clicks. And don’t forget to subscribe to Marketing vs The World on your favourite podcast platform so you never miss an episode.
DISCLAIMER
This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible.
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