Andie Swim leverages email segmentation to grow flow revenue 55% with Klaviyo
Andie Swim makes eco-friendly, stylish swimwear for everything from surfing to lounging. Founded in 2017, the DTC retailer grew explosively during early COVID, and recently launched a spring collection featuring a fresh style: long-sleeved swimsuits, for maximum sun protection.
The most unique thing about Andie Swim might be their Fit Experts—a team that provides empathetic tips on sizing, fit, and swimsuit care, starting pre-purchase. The Fit Experts embody the relatable spirit of the brand, just like Andie Swim’s conversational emails.
How Andie Swim grew retention revenue in the face of rising acquisition costs
In 2021, Andie Swim faced customer acquisition headwinds: increasing competition with brick-and-mortar retail, and rising paid social costs. So in 2022, the team laser-focused on driving repeat purchases with email.
That meant a reboot of their online Fit Finder quiz, which offered product recommendations based on a user’s height, bra size, and tastes. At the time, Andie Swim wasn’t leveraging the quiz responses. Or storing that zero-party data anywhere.
“While the quiz helped grow our email list, we weren’t necessarily gaining any insights from those customers,” explains Nicole Briganti, senior CRM manager at Andie Swim. “We could see that they had taken the quiz, and that was it.”
Now, customer profiles are automatically tagged with their quiz responses. Are shoppers looking for one-pieces or two-? High- or low-cut bottoms? Briganti can now segment her list based on those preferences.
Thanks to the new quiz, Andie Swim uses Klaviyo for what it does best: personalized communication at scale. That started with a quiz results flow, which sends high-intent prospects a personalized drip of swimsuit recommendations, style tips, and info on Andie’s Fit Experts. Since June 2022, it has driven $70K+ in revenue.
Quiz data also helps Andie Swim segment their email list based on style preference and send fewer, more relevant campaigns long-term. Briganti uses Klaviyo’s audience breakdown feature to review engagement segment by segment, and continually optimize targeting.
“Klaviyo really does everything we would want to do,” Briganti says. “I’ve been at Andie for 3 years and we’ve had significant growth since the beginning, so it’s been awesome that Klaviyo’s been able to grow in tandem with us. Other platforms haven’t.”