Crumbl Cookies grows their email list 12.7x to 2.8M with Klaviyo

Crumbl Cookies started simple: with two cousins on a quest to bake the perfect chocolate chip cookie. Co-founders Jason McGowan and Sawyer Hemsley spent months testing and revising their recipe based on customer feedback. In 2017, they opened their first store in Utah, confident they had a special cookie.

They were right. Today, Crumbl Cookies has 800+ franchises in 3 countries; a varied, rotating cookie menu; and a custom tech stack powering the digital retail experience. One of the rare SaaS solutions in their martech stack: Klaviyo.

Learn how Crumbl grew win-back flow revenue 26.1x with Klaviyo’s predictive analytics

Challenge

When Rachel Hansen started as customer retention manager at Crumbl Cookies, she needed to think big.

The cookie giant had just connected Klaviyo to their custom POS system, ecommerce store, and loyalty app. They had a welcome flow, and they had sent a few campaigns, but they needed much more: an omnichannel retention strategy.

The approach needed to work at scale from the start, too. Crumbl already had hundreds of locations nationwide.

Solution

Hansen’s first priority was list growth. Since Crumbl started with Klaviyo, their subscriber list has grown 12.7x—to 2.8M+.

That’s because Hansen and her team encouraged customers to share their email addresses in Crumbl’s loyalty app, in exchange for “Crumbs,” or reward points. They also used Klaviyo’s Facebook integration to run localized lead-gen campaigns around store openings.

“We have between 3 and 10 stores that open almost every week,” Hansen says. “That’s been a great way to get highly engaged customers on our email list, because they want to know about their Crumbl location, and then they get looped in with the rest of the engaged customers.”

We have between 3 and 10 stores that open almost every week. That’s been a great way to get highly engaged customers on our email list.

Then, via email, Hansen used a mix of targeted Klaviyo campaigns and flows to regularly reengage the ballooning list.

Strategy

Klaviyo tools have helped Hansen tailor her retention strategies to customers’ purchase histories and in-app behavior, with tactics like:

• A personalized win-back flow: Crumbl has sunset their basic winback flow—which triggered 30 days after a customer’s last purchase—and replaced it with a flow on a custom timeline: Each user receives it when Klaviyo forecasts they’ll place their next order. Since the update, revenue per day from the flow has grown 26.1x.
• Retargeting for cookie dough lovers: When a popular flavor comes back to the menu, Hansen sends a campaign to customers who have bought it in the past few months, with messaging like “You know you love it, so come back and get it again!”
• Rewards reminders: Next, Hansen plans to refine a Klaviyo flow with dynamic content reminding inactive rewards members how much they’ve earned, and encouraging them to come in and redeem.

“I love the list collection aspect of Klaviyo—that we can gather leads from our app and a website embed,” Hansen says. “And I love that I can create segments and flows, and it’s easy for me as an email marketer to customize those.”

I love the list collection aspect of Klaviyo—that we can gather leads from our app and a website embed form. And I love that I can create segments and flows, and it’s easy for me as an email marketer to customize those.