The Challenge: Klaviyo Marketing Sophistication
Decreased Revenue & Engagement
Thrifty White Health Essentials’ initial Klaviyo email marketing strategies did not drive revenue or increase customer loyalty. The expected ROI never materialized, with financials and user interactions seeing ongoing negative trends.
Lacking the bandwidth, experience, and specialization needed to reverse these trends, The Thrifty White Health Essentials team found themselves stuck. Recognizing the need for fresh expertise, partnering with a team of seasoned Klaviyo email marketing specialists was needed. They wanted to find a long-term partner capable of injecting new life into their campaigns while aligning the brand’s rich history with modern marketing strategies.
Difficulty Creating Consistent Campaigns
The challenge deepened with difficulties in creating effective campaigns.
Before coming to Groove, Thrifty White Health Essentials relied on a basic, once-a-month newsletter strategy that offered small promotions on specific products. This approach, often known as "batch and blast," lacked any form of segmentation or personalization, treating the diverse customer base as a single audience. Their call-to-actions (CTAs) were unclear, their timings were inconsistent, and the recipient experience lacked personalization.
The inability to diversify their email strategy with segmentation and personalization meant missed engagement and sales opportunities.
Ineffective Automated Flows
The Welcome Series Flow
Thrifty White Health Essentials’ existing Welcome Series Flow, which nurtures newly acquired customers and introduces them to the brand, was underperforming. Rather than a series of engaging emails designed to guide customers through the brand's value proposition naturally, customers received a solitary email filled with current coupons every 18 days.
This approach lacked the necessary engagement and nurturing, extending the completion of this flow over several months, and complicating reporting and iterative testing processes.
Cart & Browse Abandonment Flows
Similarly, their Abandoned Cart Flow, a key component in recapturing potential lost sales, was not optimized for success. The strategy involved a delayed response, with the first email being sent out after four hours and a follow-up two days later. This timing could potentially miss the critical window to re-engage customers when their purchase intent is at its highest.
Moreover, the Browse Abandonment Flow remained unused, despite being a lucrative tool for converting interested browsers into buyers. This missing component led to significant opportunity losses for additional revenue. Engaging with users who showed interest but did not add items to their cart could have led to more purchases.
Thrifty White Health Essentials' automated email flows were outdated, lacking strategic depth, and failed to leverage Klaviyo to its full potential. There was a clear need for a comprehensive overhaul of their automation strategies to enhance engagement, improve conversion rates, and ultimately, drive email-attributed revenue.
Lack of Expertise
Thrifty White Health Essentials’ email marketing efforts were solely managed by a single marketing associate — a jack-of-all-trades figure who simultaneously juggled responsibilities in distribution.
The absence of dedicated expertise hampered the sophistication of their campaigns and prevented the adoption of new practices that could drive engagement and sales. Without a dedicated Klaviyo expert to guide, craft, and optimize their email strategies, they needed Groove's expertise and ultimate collaboration.
