3x Klaviyo revenue in 60 days - how to work smarter, not harder to drive CRM revenue.
Less is more - Doe Lashes boosted Klaviyo revenue while simultaneously sending fewer emails via an optimized customer journey
PS. Just want the TLDR? Inboxes are more crowded than ever. Ditch the Klaviyo templates and get creative. And don’t send out an email you personally wouldn’t be excited to open.
The Goals
Boost Klaviyo revenue to be in line with key industry benchmarks.
Improve customer experience by utilizing new forms of creative to leverage the existing brand identity.
Create an effective and efficient Octane-CRM personalized experience.
The Outcomes
3x Klaviyo revenue
216% increase in percentage of Shopify revenue
10% decreased flow emails to drive increased flow revenue
11% increase in flow conversion rate
100+% revenue increase from the Welcome and Post Quiz flows
The Process
As a company with a stellar product and strong existing brand voice across other channels, Doe Lashes’ CRM needed to work smarter, not harder. In order to drive more revenue, we rethought overall customer experience and the Doe ecomm ecosystem.
The new CX took a customer centric approach to simplify CRM. With customers coming in from 5+ platforms, it was critical to scale back email cadence and focus on quality over quantity. New creative, in both flows and campaigns, emphasizes lifestyle imagery, value props, and education, ensuring that the emails customers do receive effectively speak to the Doe difference.
The highlight of the Doe brand experience is their Octane AI lash quiz–a funnel that uses personalization to find your perfect lash style. If a user doesn’t convert immediately, the next touch points are critical. We created a distinct post-quiz flow that infuses personalized lash results and brand education. To further promote the quiz, we geared both the welcome and abandoned cart flows toward the lash quiz for non-purchasers making the funnel end with quiz to conversion.
While automations are a key part of the customer journey, campaigns play a heavy hand as well. We updated campaign creative to build a cohesive brand story–so that no matter where a user was in their customer journey, CRM effectively spoke to them across flows and campaigns.
