Annmarie Skin Care sees 69.8x ROI from Klaviyo

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Annmarie Skin Care makes clean skincare products with wildcrafted and organic ingredients—and their production process is so sustainable, their packaging comes from a wind-powered factory.

Why? The founders, husband-and-wife duo Annmarie and Kevin Gianni, care about the details too much to use mass-produced products laced with toxins and synthetics.

So in 2008, the former healthy-living YouTubers started their own skincare line that’s a cut above: certified MADE SAFE, GMO-free, and cruelty-free.

How Annmarie Skin Care got Klaviyo to drive 45% of site-wide revenue

Challenge

When Gabe Kovacs started as Annmarie Skin Care’s VP of marketing in 2021, the company sent multiple campaigns per day that drove about 30% of site-wide revenue.

Solid, right? Not quite.

Annmarie needed to grow year over year—and pillar paid channels were faltering in the wake of iOS 14.5. The team needed email to turn the tide. Specifically, they needed to grow two email KPIs: click-through rate and revenue.

We were seeing fewer new customers come through paid channels, so we focused more heavily on driving revenue through email.

“We were seeing fewer new customers come through paid channels,” Kovacs says. “So we focused more heavily on driving revenue through email. Other channels were not performing, and we needed to put more into a channel that we could really control.”

Solution

To ramp up email performance, Kovacs and his team reimagined their entire Klaviyo strategy. They used built-in tools like robust customer profiles, external integrations, and the intuitive email builder that’s a “massive, massive time saver,” Kovacs says.

In less than 2 years, Klaviyo has gone from driving 30% to 45% of total revenue for Annmarie Skin Care. The week of Black Friday 2022, Klaviyo drove the majority of revenue: 60%.

Our Klaviyo monthly cost is 1.4% of the revenue we generate from Klaviyo. This comes out to an ROI of 69.8x.

“Our Klaviyo monthly cost is 1.4% of the revenue we generate from Klaviyo,” says Kovacs. “This comes out to an ROI of 69.8x.”

Strategy

In 2022, the marketing team made an impact with Klaviyo on Black Friday—and every day—using tactics like:

• Multi-channel messaging: Annmarie Skin Care used Black Friday emails, an SMS push, and Klaviyo fly-out forms on their website to highlight multiple active discount codes. AOV rose about 50% that weekend.
• Automated flows: First-time buyers acquired through influencer marketing get custom welcome flows, tailored to their gateway influencers.
• Quiz-based segmentation: Kovacs uses Klaviyo’s Typeform integration to segment customers based on their responses to a skincare quiz, and send personalized deals at scale.

Non-marketing functions use Klaviyo, too: Customer success and sales both review Klaviyo customer profiles to personalize communications.

I can’t tell you how many brands try to get me to go to their tools and I just say no. You can pretty much do anything with Klaviyo. It’s a central heartbeat for our company.

“If you knew how much I talk about Klaviyo, you would think I worked there,” Kovacs says, laughing. “I can’t tell you how many brands try to get me to go to their tools and I just say no. You can pretty much do anything with Klaviyo. It’s a central heartbeat for our company.”