Switching on success: How Dusk Lighting brightened performance with smarter email automation

Elevating homes with quality, design & expertise

Dusk Lighting has quickly established itself as a standout name in modern and designer lighting, offering an extensive range of stylish yet affordable solutions for every room, from bathrooms and kitchens to bedrooms and outdoor spaces. Stocking renowned brands such as Endon and Eglo, the company pairs expert guidance with exceptional design to help customers create beautifully lit homes.

What started as a trusted local supplier has grown into a leading destination for homeowners, designers, and architects. Built on quality, expertise, and an eye for contemporary design, Dusk Lighting continues to illuminate homes across the UK.

Optimising performance after the move to Klaviyo

In Q2 2025, Dusk Lighting migrated from the Visualsoft email platform to Klaviyo to unlock greater automation, segmentation, and personalisation capabilities. While overall email performance remained solid post-migration, one key flow (Browse Abandonment) wasn’t driving the engagement or conversions expected.

Originally set up with Klaviyo’s default 1-hour delay, the flow was too slow to re-engage customers in their decision-making window. With users browsing actively but not returning, it was clear the timing needed refinement to deliver impact.

The goal was simple: understand user behaviour, optimise the flow for relevance and timing, and turn interest into action.