How Lorna Jane built the engine to make a million customer relationships personal
84x
ROI using email and SMS in the last 12 months
18%
YoY growth in Klaviyo-attributed revenue in the last 12 months
28%
YoY growth in revenue from Klaviyo flows in the last 12 months
Lorna Jane is one of Australia's original women's activewear brands, founded in 1989 by Lorna Jane Clarkson on the belief that movement is medicine. With 100+ retail stores and over 1 million active Klaviyo profiles, the brand has built one of the most loyal audiences in the industry.
Learn how Lorna Jane uses Klaviyo B2C CRM to run personalised, omnichannel lifecycle marketing at scale
Challenge
Lorna Jane's customers don't move in a straight line. They might discover the brand in-store, shop online later, and engage via SMS or the mobile app — sometimes all three in the same week.
Before Klaviyo, connecting those behaviours in one place was difficult, and acting on them meaningfully was harder still. Email and SMS lived in separate tools — Emarsys and Tallbob respectively — and the team spent hours on manual work that should have taken minutes. Comms were campaign-led — here's what's new, here's what's on sale — and marketing had limited ability to personalise based on who was actually on the other end.
"We wanted more control, more agility, and more insight into customer behaviour and interactions," says Luke Styles, CRM manager at Lorna Jane. "The goal was creating a true omnichannel customer profile."
The previous platforms made it difficult to fully leverage customer data for personalised messaging or to build cross-channel automations with confidence.
The team had the brand strength and the customer base. What they lacked was the infrastructure to make every touchpoint feel unique to Lorna Jane.
Solution
Moving to Klaviyo gave Lorna Jane something their previous setup couldn't: a single platform for email, SMS, segmentation, and analytics, all drawing from the same customer data.
The shift unlocked three things at once. The team could build more targeted, personalised content using richer behavioural data. They could exclude customers from broad campaigns based on where they were in the lifecycle. And they could do both faster, redirecting hours previously spent on manual segmentation toward strategy and creative.
"Once the data was driving personalised journeys and smarter segmentation, that's when Klaviyo really clicked," says Styles.
Klaviyo AI is accelerating that further. Klaviyo's Image Remix feature lets the team adjust creative in seconds when offers change or copy needs updating, which is already saving hours of back-and-forth with the creative department.
"Image Remix alone has saved us hours of back-and-forth with the creative team. What used to take hours now takes minutes, and that time goes straight back into strategy,” says Styles.
Strategy
Lorna Jane's Klaviyo strategy is built around one philosophy: nurture your subscribers, and the revenue follows. They put that into practice with three key tactics:
- Shifting from campaign thinking to lifecycle thinking: Rather than relying on promotional broadcasts, the team now builds flows that carry customers through the lifecycle — welcome journeys, abandonment sequences, and post-purchase automations. The results have been significant: post-purchase upsell emails are driving 3–4x higher placed order rates than before, and flow revenue is up 28% YoY in the last 12 months.
- Running a cohesive omni-channel strategy: With both channels on one platform, the team can orchestrate messaging across email and SMS without the operational friction of managing separate tools. K:AI-powered channel affinity logic lets them go even further, helping them reach customers where they’re most likely to engage. This has helped support 18% YoY growth in their Klaviyo-attributed revenue over the last 12 months.
- Personalising campaign content with scalable tools: Rather than building multiple campaigns for different segments, the team uses Klaviyo's show/hide blocks to dynamically personalise content within a single send within flows. "It's allowed us to differentiate content and save time. Show/hide blocks have become a key part of how we personalise at scale — one send, but multiple bits of content tailored to each subscriber," says Styles.
Lorna Jane plans to continue maturing the CRM program, building customer experiences that fit their premium brand.
Nurturing your customers is what every business wants to do — but you've got to dedicate the time to it. Klaviyo gave us the tools to actually follow through.