Corkcicle sees 93% growth in flow revenue after consolidating email and SMS in Klaviyo B2C CRM

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Corkcicle makes it easy to sip a beverage on the go, with an array of colorful, slickly-designed travel cups and coolers. Their 24-ounce cold cup was named one of Oprah’s Favorite Things for its ceramic straw and rainbow of color options—and the style comes with substance. Corkcicle is on a mission to reduce single-use plastic with reusable drinkware, and bring clean water to people in need through a partnership with charity: water.

Learn how switching to Klaviyo SMS helped Corkcicle send efficiently and segment smarter with AI

Challenge

Corkcicle used Klaviyo for email, a second provider for SMS and select automation triggers, and a third platform for reviews.

This made it hard to manage messaging cadence across email and SMS. The marketing team couldn’t easily orchestrate campaigns across the two channels, and they worried about inefficient sending.

“I would get colleagues saying, ‘I get a triggered email from you and then I get two triggered texts from you in the same day as a campaign email,’” recalls Amanda Nelson, VP of ecommerce. “I didn’t have great control over any of that, because email and SMS operated out of different platforms that couldn’t talk to each other.”

Email and SMS operated out of different platforms that couldn’t talk to each other.

Their SMS and automation provider posed problems even as a standalone tool. Creating a segment required submitting a ticket—so to avoid delays, Corkcicle’s marketing team often sent to their whole SMS list.

This was just one part of a holistic issue: their SMS and automation platform felt less than modern. “We were with our SMS and automation provider for 5 years, and their innovation didn’t feel like a reason to stay,” Nelson recalls.

BFCM 2024 was the straw that broke the camel’s back. Oversending became “unbearable,” Nelson recalls.

To create a better customer experience and gain more autonomy for the marketing team, Corkcicle needed to modernize their tech stack.

Solution

Corkcicle decided to consolidate their SMS, automation triggers, and reviews in Klaviyo—going from 3 tech platforms for these functions to just one B2C CRM.

Both migrations went smoothly and quickly, with Klaviyo professional services supporting.

“The SMS migration was really organized,” Nelson says. “We didn’t even have to work on it outside of the scheduled calls with our implementation consultant.”

The SMS migration was really organized. We didn’t even have to work on it outside of the scheduled calls with our implementation consultant.

Corkcicle saw immediate benefits from the new stack. They stopped hearing complaints about excessive messaging, and they gained new agility. They can now build their own segments for email and SMS, update their sign-up forms, and refresh their flow creative—no tickets required.

Segmentation in Klaviyo gets easier every day thanks to a constant flow of new AI features, too. Corkcicle can now spin up segments based on text prompts, subscribers’ most-used channels, and more.

The team is excited to take a new approach to BFCM.

“I want people to get relevant messages where they like to get them, and not just bang them over the head,” Nelson says.

Strategy

To ensure customers get relevant messages on the optimal channels—and build toward a more sophisticated BFCM 2025—Corkcicle has leaned into automations and Klaviyo AI-powered personalization features. They specifically rely on:

• Multi-channel flows: Since consolidating email and SMS in Klaviyo, Corkcicle has launched 9 multi-channel abandonment and win-back automations. In their first full quarter using Klaviyo SMS, they saw 93% QoQ growth in revenue from flows, and the majority of their Klaviyo revenue came from automations.
• Segmentation based on channel affinity: Corkcicle uses this Klaviyo AI-powered functionality to target campaigns by channel engagement. Their most efficient segment is now customers who’ve engaged in the last 90 days who prefer email, ecommerce marketing specialist Erica Olsen reports. “Channel affinity allows us to be efficient and targeted and has provided great results,” she says.
• AI-generated segments: Olsen uses Segments AI to generate segments from text prompts, based on product interests and recent shopping activity. It saves her several hours per week, she estimates, and makes it easy to send custom-targeted campaigns daily. “I like that you’re still able to edit your segment once it’s created,” Olsen says.

In the second half of 2025, Corkcicle will leverage Klaviyo AI even more. They plan to roll out channel affinity logic in their multi-channel flows and add AI-powered dynamic review quote blocks to campaigns, so customers see personalized positive reviews most likely to drive them to convert.

Between the cost savings and the automation and AI opportunities unlocked across channels, Corkcicle is glad to have email, SMS, and reviews consolidated in Klaviyo B2C CRM.

“Email is where Klaviyo started, but it’s caught up on reviews and SMS,” Nelson says. “It makes life easy for our team that we can put everything in one place and not have another tool, another vendor meeting, another thing.”

Email is where Klaviyo started, but it’s caught up on reviews and SMS. It makes life easy for our team that we can put everything in one place and not have another tool, another vendor meeting, another thing.