Building engagement with their list was priority number one for our work with Valentia. As a brand, the strategy was to only discount on select holidays and occasions to protect image and perceived value. Building this into the campaign and flow schedule was our goal - bring the value first and sell mainly through content, with flows operating to catch the site, cart and checkout abandonment processes.
Before we started working with Valentia, subscribers were valued at roughly $0.23 per month. Within 60 days of working together, we had increased the value to $1.01 per month - a little over a 400% increase.
Campaigns were leveraged to build closer, more relevant relationships with subscribers through lifestyle, educational and product ingredient content. As a natural women's care brand, it was crucial to develop authority in the natural and organic space.
Leveraging campaigns to build a relationship with seemingly unprofitable subscribers paid off big dividends within the first 60 days and we were able to cultivate profitable relationships.
Within Valentia's flows, we focused on core touchpoints. Welcome, cart abandonment, site abandonment, post purchase, winback and VIP flows all followed the community oriented approach. The goal was to give subscribers a reason to stay and remain engaged with the brand even when they weren't actively purchasing.
During the first 60 days of working with Valentia, flows generated over 65% of Klaviyo revenue from only 29% of sends. We continue to focus on developing flows and to this day, flows generate close to 65% of Klaviyo revenue.
The transformation was remarkable. Flow revenue increased by 250%, and email/SMS grew from just 10% to 43% of total Shopify revenue in 60 days. We also generated over 250 survey responses that provided invaluable insights for upcoming product launches, strengthening the brand's connection with its community while driving substantial revenue growth.