Yelir World

Yelir World is a menswear brand focused on contemporary, urban fashion, offering a range of clothing items like tees, tracksuits, hoodies and accessories that prioritise a blend of classic aesthetics and individual style. Fitting seamlessly into the everyday, Yelir World collections embody a modern luxury lifestyle where ease and comfort meet quality and style. Their limited-edition drops have gained recognition among celebrities like Wayne Rooney, Declan Rice and Aitch, making it a notable name in the fashion industry.

The brief

Having previously had a limited CRM estate (with minimal targeting capabilities), Yelir World initially tasked the Chameleon team with building out a suite of campaigns in a new ESP. This was fully insourced to the team, so once the migration and IP warming were completed, we took the lead on the design, content, campaign build, segmentation, testing, QA and reporting. We also assisted with the Shopify integration with both the ESP and Yelir World’s website. We have also focused heavily on automation, lifecycle and journey comms, with an emphasis on reducing dependency on weekly campaigns for revenue.

Steps to success

  • Full migration and rebuild of existing campaigns in the new ESP

  • Successfully integrated Shopify with Yelir World’s website and ESP, allowing real-time syncing of customer data, order history and product details for personalised campaigns and triggered emails

  • Over a month of IP warming using dozens of newly-built segments

  • Designed a series of templates in line with Yelir World’s brand guidelines – the aim of which was to create a usable library for BAU and campaign builds

  • Optimised the existing ‘Back in Stock’ triggered email, and since created three new journeys (which collectively account for more than a third of monthly CRM revenue):

    • Welcome

    • Abandon Browse

    • Abandon Cart

  • Introduced a multichannel and multimedia approach to campaigns and journeys, with significant adoption of SMS and video

  • Conducted in-depth surveys via email and SMS to better understand the audience. Surveys captured key demographics, insights and preferences – the data from which has been used to optimise segments with relevant/bespoke targeting by product and/or category

  • Built a new weekly report, which contains detailed analysis and insights into performance. This report is one of the cornerstones upon which strategic decisions are made

  • Quarterly strategy sessions with the Yelir World team, taking an active role in offering strategic input and guidance

Chameleon CRM has been at the forefront of unlocking the power of CRM for our business, taking the lead in building out our estate in a new ESP, and consistently working to develop and improve our campaigns and journeys in the 18 months since. The team works with verve and innovation on our day-to-day campaign setup to ensure our communications stay fresh and personalised. But what has really impressed us is how proactive they are from a strategic perspective, using their expertise to provide valuable input into all our comms. The service they provide goes far beyond execution and delivery, and they are always willing to go the extra mile. It is no coincidence that there’s been a tenfold increase in the share of total business revenue accounted for by CRM since we started with Chameleon, and we look forward to continued success with them in the future.

Managing Director, Yelir World

Client verdict

  • Tenfold increase in CRM share of revenue

  • 65% increase in YoY revenue for H2 2024

  • Automations/journey revenue now accounts for more than a third of revenue

  • 16.5% increase in open rates

  • Average CTR above 1% during 2024

  • Deliverability score of 70+ throughout 2024

More of Our Client Case Studies

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Established and scaled Plenish’s CRM programme, defining BAU ways of working, delivering email and SMS campaigns, and optimising performance through testing, reporting, and improved flows - driving stronger engagement, growth, and revenue.

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