Callie’s Hot Little Biscuit grows Klaviyo revenue 62.5% YoY with help from loyalty flows

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Callie’s Hot Little Biscuit began in 2005, with a family recipe too good to not share with the world: founder Carrie Morey’s mother’s buttery biscuit recipe.

Today, it’s a phenomenon. Morey’s Charleston-based culinary brand ships fresh-baked biscuits, biscuit mixes, and pimiento cheese spreads across the country. The Southern delicacies are so good, the national press pays attention: Callie’s has been featured in The New York Times, O Magazine, and beyond.

Learn how Callie’s Hot Little Biscuit replaced pricey loyalty apps with Klaviyo flows

Challenge

When marketing director Tarah Boyleston joined Callie’s Hot Little Biscuit, the company used email more like a person than a business.

“We were basically sending friends and family updates,” she says. “‘Here’s what’s happening at the bakery.’ ‘We had a pie contest.’ Things like that.”

Their competition was doing more sophisticated email marketing, with an “elevated look” and a shoppable UX. Boyleston wanted to start doing that, too.

But their email provider, Emma, didn’t even integrate with their Shopify store at the time. They needed a more advanced marketing platform.

Solution

Callie’s switched to Klaviyo, and “it completely transformed our ecommerce business,” Boyleston says.

At first, the platform seemed almost senselessly powerful. Boyleston wasn’t sure she needed bells and whistles like flows.

But within the first year with Klaviyo, she set up a welcome series and an abandoned cart flow—and saw the performance boost.

Now, Callie’s has 20+ flows live, and Boyleston is using them in innovative ways to boost order frequency.

She’s learned a lot since day 1 with Klaviyo—and credits the help content for that. “Out of every app we have, Klaviyo’s online walkthroughs are the best,” she says.

Out of every app we have, Klaviyo’s online walkthroughs are the best.

Strategy

How is Boyleston boosting order frequency with flows? After points-based apps failed to gain traction with Callie’s customers, she decided to implement a loyalty program using only Shopify purchase data and Klaviyo automations.

On average, Callie’s customers made 2 purchases per year—but with the right incentives at the right time, Boyleston suspected they would buy more often.

She set up Klaviyo flows so that:

• A customer’s second order in a year triggers an alert that they’ll get V.I.B. (Very Important Biscuiteer) status with their next order
• A customer’s third order triggers an alert that they’ll get free shipping on their next order

Incentives to place the next order vary and grow alongside a customer’s order total for the year.

Since the loyalty flows launched in June 2023, they’ve helped power 157.8% YoY growth in revenue from flows.

“Today, we’re super in-depth in what we’re doing in our flows,” Boyleston says. “We implemented an entire loyalty program through Klaviyo flows. It’s young, but it’s starting to convert, which is really great.”

Today, we’re super in-depth in what we’re doing in our flows. We implemented an entire loyalty program through Klaviyo flows. It’s young, but it’s starting to convert, which is really great