Elite Supps sees 50x Klaviyo ROI with email and SMS personalisation

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Elite Supps is a proud family-owned health and wellness retailer, delivering the most cutting-edge supplements in Australia. Over the past few years, the business has grown rapidly, and now sells to customers online and via 125+ stores nationwide. Since 2018, they’ve leveraged Klaviyo to take personalisation to the next level.

Learn how Klaviyo fuels Elite Supps’ omnichannel growth and customer loyalty

Challenge

Elite Supps’ customers have a wide variety of needs. They might be looking to lose weight, gain strength, train for a marathon, or improve their general health. So the brand’s biggest challenge is to communicate with each person in a relevant way—crucial to building trust and long-term loyalty.

But, prior to Klaviyo, the brand was struggling to communicate effectively because they couldn’t get a holistic view of customers’ needs and intent. Part of that challenge was the amount of fragmented customer data they collected from website quizzes, reviews, the brand’s mobile app, and from customer purchases online and in store.

As the business scaled, so too did the amount of fragmented data they collected, which made communicating and driving long-term loyalty all the more difficult.

Solution

In 2018, Elite Supps adopted Klaviyo. The B2C CRM’s powerful integration ecosystem and built-in customer data platform unified data from Elite Supps’ Shopify-based online store, their mobile app, retail stores and custom cashback rewards in one place. Since then, they’ve adopted Klaviyo Forms to power their website quizzes and Klaviyo Reviews.

The team gained real-time visibility into customer behaviour and preferences and unlocked powerful segmentation capabilities, empowering them to better personalise and automate communications at scale.

In terms of communications, Elite Supps initially used Klaviyo for email marketing and mobile app push notifications. But after using other providers like Postscript and SMS Fusion for SMS, which were difficult to manage, Elite Supps moved SMS over to Klaviyo, creating cleaner customer profiles, more powerful segmentation, and the ability to automate more holistic campaigns.

“Klaviyo became the glue binding Elite Supps’ entire omnichannel tech ecosystem,” says Brynley King, marketing specialist and agency partner for Elite Supps. “Bringing SMS over to Klaviyo has been a complete game changer, and it’s helped us save around a six-figure dollar sum across marketing channels and streamline operations — and that’s without taking time and efficiency savings into account.”

Bringing SMS over to Klaviyo has been a complete game changer, and it’s helped us save around a six-figure dollar sum across marketing channels and streamline operations — and that’s without taking time and efficiency savings into account.

Strategy

In unifying customer data and communication channels, Elite Supps’ approach with Klaviyo has been to simplify marketing operations and strengthen customer engagement. Elite Supps saw 50x ROI on Klaviyo in 2024, which they achieved with tactics like:

• Personalising communications based on customer data: Since Klaviyo captures data from website quizzes, Klaviyo Reviews, and in-app behaviours like workout patterns and program milestones, Elite Supps can now tailor email and SMS messaging based on customers’ goals, profile and behaviour.
• Launching an omnichannel loyalty program: Elite Supps built a custom 5% cashback rewards program, covering in-store and online purchases. The team uses Klaviyo to surface real-time cashback balances and expiration alerts through email, SMS, and mobile push notifications, incentivising repeat purchases and re-engaging customers across touchpoints. In 2024, 67% of Elite Supps’ online cashback redemptions was attributable to Klaviyo
• Making SMS more efficient and relevant: By using over 200 custom API event metrics, like whether customers are logged in or tracking their diet, Elite Supps now identifies their most engaged customers and sends them relevant, timely messages over SMS, significantly boosting SMS revenue by 68%.
• Optimising campaigns through A/B testing: Elite Supps uses Klaviyo’s A/B testing across campaigns, automated flows, and forms to optimise performance. For example, Elite Supps A/B tested their website forms and found “mystery offer” discounts performed significantly better than regular percentage-off discounts.

“The value for us using Klaviyo is immense,” says Johan Nyberg, chief digital and ecommerce officer at Elite Supps. “We’re able to segment, personalise and scale our marketing efforts in a way that simply wasn’t possible before.”

“Bringing all our customer data under one roof has streamlined our operations and made our entire communications approach far more effective and impactful on profitability,” Nyberg adds.

The value for us using Klaviyo is immense. We’re able to segment, personalise and scale our marketing efforts in a way that simply wasn’t possible before.