How This CPG Brand Has 14% Of Their Revenue Completely Automated In Klaviyo - Email Engineers

CASE STUDY

How This CPG Brand Has 14% Of Their Revenue Completely Automated In Klaviyo

Industry

CPG / Better-for-you snacks

14%

Of Total Sales Automated

HIGHLIGHTS

Challenges

Needing their automations revamped to optimize sales
Having people replenish their products when consumed
Communicating the product’s uniqueness

Solutions

Four flows entirely dedicated to generating repeat buyers
Five flows that maximize the value of each subscriber
Emails that help customers create a bond with the brand and its mission

Results

New Automated Email Flows Now Generating 14% Of Total Revenue

The Mission

Since launching in 2010, this certified B Corp brand in the CPG space quickly became a market’s favorite.

Their gluten-free products conquered Amazon and the DTC space with a tasty alternative to other competitors’ products.

But with rising costs in Facebook and Instagram advertising their top-of-funnel offers were losing profitability.

Plus, with multiple competitors popping they needed to communicate their unique selling proposition to reaffirm their position in the market.

That’s where we came in.

Designing A Solution

After our initial audit and strategy session we mapped out all the flows needed to maximize revenue.

We began by creating two new welcome flows for different parts of the funnel. One of them included a sexy offer to attract new subscribers while the other offered some educational content that the audience craved for and then switched to introducing them to the brand and products.

There were other two flows dedicated to recovering abandoned traffic or “retargeting” subscribers with engaging emails.

We also focused on improving repurchase rate and AOV by creating an email sequence dedicated exclusively to giving first-time buyers an amazing experience, with relevant educational content, information about their order and product consumption and guiding them across the product line.

We repeated the same for repeat buyers, with the additional goal of tailoring the messages to acknowledge their loyalty and help create a bond with the brand.

We completed the suite of post-purchase flows with two automations dedicated to making replenishment as simple as possible to reduce the buying friction and increase conversion rates.

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Results

After all our improvements we managed to have 14% of their entire brand revenue automated with emails.

Combined with campaigns, this brand is now generating 46% of its total revenue via email marketing.

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