Balsam Hill replaces 4 different SaaS tools with Klaviyo
Balsam Hill specializes in artificial Christmas trees with the same asymmetrical branches and varied foliage color as real evergreens—and they’ve sold 2M+ since the company launched in 2006. The trees are so lifelike, they’ve appeared in Macy’s New York Santaland exhibit, Hallmark movies, major motion pictures, and more.
Recently, Balsam Hill started offering gourmet food and gifting options alongside their established product lines, which include spring and fall decor as well as Christmas decorations. They’re also expanding internationally, into Canada and Europe. And they’re selling B2B now, outfitting venues from hospitals to hotels.
Expanding seamlessly with them: their marketing automation platform, Klaviyo.
Learn how Klaviyo’s automations and “hardworking” web tracking bolster Balsam Hill
Balsam Hill had radically simplified their marketing tech stack.
The company replaced 4 distinct SaaS products—an Oracle email platform, a pop-up tool, web user identification, and a product recommendation tool—with a single marketing platform: Klaviyo.
With Klaviyo connected to their custom, headless ecommerce store, Balsam Hill had a challenge ahead of them: How could they get maximum value out of this powerful, multi-functional platform?
Balsam Hill began implementing more cross-functional email strategies, launching abandonment flows triggered by Klaviyo web tracking, and more.
As the brand expanded, the team also created sub-accounts within their Klaviyo account for 4 countries outside the US, and their B2B arm.
“One of Klaviyo’s biggest perks is that we are able to access all of our sub-accounts in one platform,” says Lauren Davis, senior marketing manager at Balsam Hill. “We can clone flows and experiences that we have on the US side and localize them across geos.”
Balsam Hill’s Klaviyo flows have been a major growth lever for them so far, driving 65% of Klaviyo-attributed revenue during their peak season, Q4, in 2022.
One recent winner: Abandonment flows featuring a personalized feed of product recommendations, based on—and including—products the customer interacted with on the site, according to Klaviyo’s website tracking.
Next up, Balsam Hill plans to use web tracking and pop-up functionality to launch an exit intent pop-up, and A/B test different pop-up journeys.
For example: Would a pop-up loyalty discount for customers returning to the site for the first time in a year perform well? Klaviyo will help Balsam Hill evaluate their options.
“I would recommend Klaviyo because it let us roll a lot of tools up into one,” Davis says. “It works really hard for us. Klaviyo web tracking and personalization helps us market to our customers in a more relevant way, and the platform is competitively priced for the value that it brings to our marketing program.”