How SHO tripled email opt-in rates with Dataships

Navigating compliance complexity while scaling globally

After earning a loyal following in the UK with their high-performance, insulated drinkware, SHO set its sights on new markets. The team was scaling fast — but rapid growth came with new layers of complexity.

Expanding across regions, including into the US, meant navigating a patchwork of international privacy regulations like GDPR and CCPA. For Naomi Chavasse, Marketing Manager at SHO, improving consent capture wasn't just a checkbox — it was about protecting trust and building strong customer relationships, setting the stage for long‑term growth.

At first, the SHO team relied on a familiar toolkit: collecting opt-ins at checkout with the standard Shopify-Klaviyo integration, and using pop-ups to reach new visitors.

But separate tick boxes during checkout disrupted the purchase flow and led many customers to skip opting in. Pop-ups helped, but missed anyone who closed or ignored them — leaving valuable subscriber growth untapped.

To grow their subscriber base and deepen audience connection, the SHO team set out to find a simple, scalable way to boost opt‑ins and keep compliance effortless across markets.

The team considered building an in-house consent tool, but the development resources and ongoing upkeep would have pulled developers away from other high-priority projects.

That's when they found Dataships, which offered exactly what they were looking for: seamless consent collection that was quick to install, easy to manage, and effective without adding complexity or extra demands on the team.

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"We were facing increasingly complex compliance rules and wanted a once-and-done solution — something we could get going immediately. Then we came across Dataships, and it's been smooth sailing since."

Seamless list growth with Dataships' Dynamic Consent Collection

Onboarding with Dataships was thorough and efficient, according to Naomi. The Dataships team provided direct support, guiding SHO through exactly what customers would see and how they would interact.

"It was important to us to integrate Dataships without adding more complexity. They made it easy by clearly outlining what needed to happen on both sides and keeping things simple for our customers," she recalls.

Once in place, the dynamic consent widget presents customers with a single, unified consent step that automatically adjusts language and presentation based on location. This ensures compliance with GDPR, CCPA, and other privacy regulations without extra legwork for the SHO team. "Dataships handles everything," Naomi notes, "so we can focus on developing new products instead of researching compliance."

By capturing consent directly at checkout, the new system boosts subscriber acquisition, complements their existing pop‑up strategy, and even re‑engages lapsed customers — turning what had once been a friction point into a growth driver.

Beyond implementation, Dataships delivers consistent, ongoing support. "I've always had a direct contact person, and the help is always personalized — they know exactly what's going on with our account," highlights Naomi.

After the first twelve months of the partnership, Dataships even delivered a proactive account review, detailing the measurable benefits for SHO without the team having to request it.

With Dataships, SHO's consent collection is fast, scalable, and easy to maintain. They've optimized the checkout experience, increased subscriber capture, and simplified privacy management — all backed by a responsive, knowledgeable support team committed to their long‑term success.

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"Dataships has streamlined the whole process of capturing compliant opt-ins so it's a natural, cohesive part of our brand and customer journey."

85K+ new subscribers accelerate SHO's global momentum

Dataships makes consent capture at checkout a seamless part of the shopping experience so the SHO team can turn more one‑time buyers into repeat, engaged customers and manage privacy requirements confidently as they expand.

The impact over 13 months:

1. 3x increase in email opt-in rate
2. 85,793 new subscribers added
3. £443K in incremental revenue

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Looking ahead, SHO plans to leverage Dataships' rich customer insights to build smarter, data-driven marketing strategies. To deepen connection across every channel, they plan to tailor messaging by acquisition path — ensuring communications stay relevant, relationships grow stronger, and more customers become brand advocates.

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"Dataships has given us a stronger foundation for growth while keeping compliance simple across all markets."