Briogeo grows sign-up form submit rate 248% with SMS strategy from Klaviyo Customer Success

---

Briogeo is a clean haircare brand that has won Allure Beauty editor and reader awards for its clinically-tested, naturally-derived products. Founder Nancy Twine left a career in finance to start the brand more than a decade ago, inspired by her mother, a doctor and chemist. Today, that pivot has paid off: Briogeo is growing fast, selling products for all hair textures through major retail partners like Sephora and Ulta, and DTC through a Shopify store.

Learn how Klaviyo Customer Success helped revitalize Briogeo’s SMS channel

Challenge

When Briogeo launched their SMS channel with Klaviyo they saw early traction. But channel growth had started to plateau.

Mickaley Monahan, customer retention coordinator at Briogeo, tried to accelerate SMS growth with a variety of tactics: multi-channel automations, more personalized SMS campaigns and sign-up pop-ups, and additional loyalty rewards messaging via SMS.

None of it made much impact—and they couldn’t let SMS coast. It was too much of a priority.

Not every customer wants an email. SMS has grown so much in the past few years and is becoming a preferred channel, so it was very important to get on the right track with it.

“Not every customer wants an email,” Monahan says. “SMS has grown so much in the past few years and is becoming a preferred channel, so it was very important to get on the right track with it.”

Monahan wanted a fresh set of eyes on Briogeo’s SMS strategy.

Solution

Monahan worked with Klaviyo Customer Success to come up with a game plan for SMS growth—and she received 28 unique, strategic recommendations.

“The Klaviyo recommendations were so actionable,” Monahan says. “Every single suggestion came with a link to a help article that helped me set something up. I was able to implement everything by myself.”

The Klaviyo recommendations were so actionable. Every single suggestion came with a link to a help article that helped me set something up. I was able to implement everything by myself.”

The impact was quick, especially when it came to Briogeo’s Klaviyo forms. Their overall sign-up form submit rate jumped 248% period-over-period in the 90 days since receiving their SMS recommendations.

“It was a really great process,” says Monahan. “I would definitely suggest it if you just need extra help or something’s just not clicking.”

Strategy

Once Briogeo had recommendations from Klaviyo Success, they made a few key changes that helped drive impact:

• Consolidating forms: Briogeo consolidated their multiple, disparate Klaviyo forms into one multi-step sign-up pop-up, which shoppers could easily minimize into a form teaser. This improved the customer experience and helped boost their overall form submit rate.
• Implementing SMS Smart Opt-in: This update to Briogeo’s sign-up process reduced friction for new SMS subscribers. Now, they can confirm their subscription by submitting a code texted to their phone—no need to reply “Y” via text to finalize opt-in, or toggle between windows. “It’s very mobile-friendly,” Monahan explains. “They don’t have to leave the website.”
• Personalizing SMS messaging with loyalty details: Briogeo has Klaviyo integrated with their loyalty platform, and now they insert loyalty specifics into their SMS messaging, like the recipient’s available points and rewards. “It incentivizes them to come back and helps retention,” Monahan says—and it’s contributed to a 26% period-over-period drop in SMS unsubscribe rate in the 90 days since receiving their SMS recommendations.

Monahan was thrilled with Klaviyo’s strategic recommendations and their initial impact.

“Working with Klaviyo Customer Success was a really great, seamless process and we’re seeing a lot of success from it early on,” she says. “The experience taught me a lot about forms and SMS overall, and new Klaviyo features like SMS conversations. It helped me grow as an SMS marketer.”

Working with Klaviyo Customer Success was a really great, seamless process and we’re seeing a lot of success from it early on. The experience taught me a lot about forms and SMS overall, and new Klaviyo features like SMS conversations. It helped me grow as an SMS marketer.