Caden Lane uses flows and segmentation to grow Klaviyo revenue 157.3%

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Caden Lane started simple, with one product: diaper bags. In 2004, then-pregnant founder Katy Mimari began designing and selling her purse-style bags to big-box stores.

Since then, her work has caught the eye of celebrities—she helped design nurseries for Tori Spelling and Ashlee Simpson—and her business has expanded to include maternity, baby, and children’s apparel. In 2022, Caden Lane appeared on the Inc. 5000, thanks to 1,974% growth over the past 3 years.

Learn how Caden Lane scaled email impact with Klaviyo automations

Challenge

When Bryant Jaquez joined Caden Lane as CMO in early 2022, 3 people handled all marketing channels. One of them was founder Mimari, who was designing emails and writing subject lines in Klaviyo—and “killing it,” Jaquez says.

The small team had already grown Caden Lane to an impressive scale. Next, Jaquez wanted to send a higher volume of more personalized emails.

“Small teams face understandable capacity constraints, and one of my passions is building out marketing teams,” Jaquez says. “After I started, we staffed up and started to scale everything—including email.”

Small teams face understandable capacity constraints, and one of my passions is building out marketing teams. After I started, we staffed up and started to scale everything—including email.

Solution

To ramp up send volume, Jaquez doubled marketing headcount—and the team now sends at least one campaign a day.

But growing the team wasn’t the only way to grow email impact. Jaquez also leaned on Klaviyo to scale and personalize Caden Lane’s emails. Today, the retailer segments in a much more granular way, and has 4.5x the number of live flows.

Strategy

One thing Jaquez has learned growing Caden Lane for just over a year: Their audience prefers more relevant emails to a lower-friction email sign-up process.

The boutique’s online store reflects that. Visit the homepage, and a pop-up appears, offering a discount in exchange for your email and details on who you’re shopping for:

• Are they a baby on the way, a newborn, or a child 5 or older?
• Boy or girl?
• What’s their birthday?

Jaquez estimates that Caden Lane A/B tested 30 versions of this pop-up with Klaviyo, and found that their conversion rate was highest when they asked for more context.

People subscribe expecting personalization, and get it from day one.

Caden Lane also constantly updates Klaviyo user profiles based on browsing habits—segmenting based on who has visited newborn and not big kid apparel, or vice versa, in the last 45 days.

This helps them track when a shoppers’ child has aged out of baby clothes, even with no birthday on file.

“The depth of integration with Shopify makes it easy to do almost anything you can imagine with Klaviyo,” Jaquez says. “It’s like a breath of fresh air. In past jobs, I used HubSpot and even MailChimp. For ecommerce, Klaviyo is the best platform, hard stop.”

The depth of integration with Shopify makes it easy to do almost anything you can imagine with Klaviyo. For ecommerce, Klaviyo is the best platform, hard stop.