Leading brands use Klaviyo AI for marketing success

7 min read

July 11, 2024

Now that marketers have been knee-deep in generative AI for over a year, some patterns are beginning to emerge.

Klaviyo’s recent AI trends report found that nearly half of marketers say AI has significantly increased their productivity and performance at work. But plenty of them also wish their AI toolset would go deeper:

49% wish AI would help them analyze their company performance compared to similar organizations.
44% want AI to help display website forms at the optimal time for conversion.
32% want to use AI for testing and optimization in the future.

Here’s how Klaviyo AI helps 4 brands grow their lists, enhance the customer journey, save time, and drive new revenue.

1. Tata Harper drives 65% more sign-ups using forms display optimization

After consolidating their tech stack by moving to Klaviyo, plant-based skincare brand Tata Harper Skincare began using Klaviyo AI to test and optimize their email and SMS sign-up forms.

Because using Klaviyo meant they had all their brand’s performance data at their fingertips, they were able to come up with 20 different variations on placement and timing across desktop and mobile sign-up pop-ups.

Klaviyo AI generated all of this. In just 30 days after the winning versions went live, submissions for both forms jumped 65%+ from the month previous to testing.

“Klaviyo’s turnkey solution enables brands to easily leverage their customer data and utilize AI to make real-time optimizations, drive strategy, and stay at the forefront of marketing,” says Heidi Jessop-Maund, SVP of digital at Tata Harper.

Klaviyo’s turnkey solution enables brands to easily leverage their customer data and use AI to make real-time optimizations and drive strategy.

Heidi Jessop-Maund, SVP of digital

Tata Harper

2. Every Man Jack boosts Klaviyo revenue $1.5M using predictive analytics

Men’s personal care brand Every Man Jack brings in $100M+ in revenue each year through their ecommerce store and retail partners like Target and Whole Foods.

Retention is the name of the game with skin and bodycare products, but the platform the brand was using for email didn’t give them enough control. Replenishment emails were sent after just 45 days, and the brand wasn’t able to customize the timeline to the 75 days their customers typically order after.

Switching to Klaviyo solved that problem—automations and their timing are customizable, giving the team more control.

Not only that, but Klaviyo’s AI-powered predictive analytics generate personalized predictions about each Every Man Jack subscriber, making it possible for the team to set replenishment flows to send according to a customer’s unique predicted next order date.

Troy Petrunoff, senior retention marketing manager at Every Man Jack, says, “I trust and value Klaviyo AI because it saves me time, helps me leverage our customer data to personalize email timing and strategies, and, most importantly, I maintain complete control over how and when it’s used. Klaviyo integrations and AI allow me to weave a very intricate web.”

I trust and value Klaviyo AI because it saves me time and helps me leverage our customer data.

Troy Petrunoff, senior retention marketing manager

Every Man Jack

3. Willow Tree Boutique grows Klaviyo revenue 45% YoY with predictive analytics

The Willow Tree Boutique has been in business for over 30 years, with multiple brick and mortar locations, an online shop, and a free mobile live-selling app.

When the brand launched their ecommerce storefront in 2019, they built a list of loyal subscribers and collected behavioral data. They segmented according to email engagement, browsing behavior, and engagement with the mobile app.

But they hadn’t yet begun to segment according to purchase behavior. And this meant subscribers sometimes got messages about products far outside of their price range.

Klaviyo’s predictive analytics caught the team’s eye, and they began segmenting according to predicted next purchase date—predicted by Klaviyo AI, that is. The segments did so well in the first 6 months of using predictive analytics that revenue from email campaigns grew 53%.

The Willow Tree uses Klaviyo AI’s predictive analytics to create impact by:

Sending more expensive items to subscribers with demonstrated spending power
Sending to both predictive analytics segments and “tried and true” groups, which helps them reach more customers without overloading inboxes
Switching up the time between messages for BFCM—in 2023, they sent campaigns to groups who hadn’t purchased in 60 days (different from their normal 30 days) and saw their highest-revenue BFCM ever

“After we started sending campaigns to segments created with Klaviyo’s predictive analytics, all our metrics improved, and our revenue improved drastically,” says Jade Richardson, email strategist at EK Creative, The Willow Tree’s digital marketing agency. “It really opened up a whole new world to us.”

After we started sending campaigns to segments created with Klaviyo’s predictive analytics, all our metrics improved.

Jade Richardson, email strategist

EK Creative

4. Proozy saves “a ton of time” with Klaviyo’s generative AI

Proozy sells deeply discounted apparel of all kinds, and in their nearly 2 decades in business, they’ve fulfilled over 3 million orders. Their marketing approach is to send frequently—up to 7 segmented email campaigns per day, plus 1-2 daily text messages.

Of course, this taxed their lean lifecycle team, who were spending hours a day creating subject lines, texts, and body copy. They found themselves running out of steam.

And then they tried Klaviyo’s subject line AI in early 2023. In the words of Alex Case, senior manager of product planning at Proozy, “it was a game changer.” Case estimates that the tool saved him about 5 minutes per subject line after plugging in just a few keywords.

But Klaviyo’s SMS AI was even more helpful. It saved the team about 10 minutes per text.

Engagement grew, too: Proozy’s SMS click rate grew 120% YoY in 2023, and the SMS unsubscribe rate dropped 23% YoY.

Klaviyo generative AI helps Proozy write skimmable subject lines (complete with emojis, which help them stand out in the inbox) and keep their SMS copy endlessly fresh.

In fact, Case says SMS AI is his favorite Klaviyo tool. “There’s no bias toward the word it used yesterday,” he says. This empowers the Proozy team to keep sending fresh texts when the offers haven’t changed.

“Klaviyo’s generative AI saves a ton of time,” Case says. “For a bulk sender like us, any efficiency that gets us the same or better end results is a win.”

Klaviyo’s generative AI saves a ton of time.

Alex Case, senior manager of product planning

Proozy

Make the impossible possible with Klaviyo AI

Klaviyo AI helps you uncover strategic insights, create faster, and optimize your marketing to drive more revenue.

Even better, it’s accessible throughout the Klaviyo platform, from finely tuned predictive analytics to generative AI and forms display optimization. Our AI and machine learning gets you to your best performance for the holidays and all year round.

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Annie McGreevy

Senior editorial writer

Annie McGreevy is a senior editorial writer at Klaviyo, where she researches, interviews and writes about how businesses of all sizes can better leverage their owned marketing channels to succeed on their own terms in the current economic environment. Previously, she was a ghostwriter for thought leaders in the payments industry and taught writing to undergraduate students for more than a decade at The Ohio State University. Also a creative writer, her fiction and essays have appeared in Electric Literature, The Los Angeles Review of Books, Nouvella Books, and elsewhere. She lives in Ohio and loves the cold weather, hiking, and a good Zoom background.