Elite Tools unlocks 46.6x ROI and sets BFCM record with Klaviyo
Elite Tools was founded in 2004, as an online store specializing in woodworking tools. and In 2012, the team opened their first brick-an-mortar store in Levis, in the Quebec City area, and in 2018, Elite Tools got acquired by the Ficodis Group — a move that allowed them to expand their line of metalworking tools, increase product volume and achieve rapid growth.
Why Magento user Elite Tools left Mailchimp for Klaviyo
Mailchimp made it easy for Elite Tools to send basic campaigns, but when the marketing team wanted to invest in a more comprehensive retention strategy, Mailchimp’s interface wasn’t intuitive and their support team was slow to respond. Elite Tools needed to make a change to hit their goals.
Elite Tools already worked with a Klaviyo partner, ecommerce agency Novatize. When the Elite Tools team got a glimpse of Klaviyo’s user-friendly interface, they were hooked.
Within a week, Elite Tools integrated Klaviyo with their Magento store. The Elite Tools team used Klaviyo’s step-by-step documentation to set up the integration, which involved installing and configuring the Klaviyo extension in their Magento store and enabling the integration in their Klaviyo account.
“Everything is made easy with Klaviyo documentation and the support,” says Rose-Marie Clément, content strategist at Novatize. “When you start an account, you can enter guided warming, and Klaviyo gives you custom advice based on your number of subscribers and your rhythm of email sending.”
Since starting with Klaviyo, Elite Tools has expanded its email strategy beyond campaigns to:
- Bottom-of-funnel flows: Abandoned cart and browse abandonment flows drove 19% of email revenue for Elite Tools during BFCM week — and contributed to an all-time high BFCM revenue from email in 2022.
- Segmented pop-ups: Elite Tools shows different pop-ups to first-time site visitors, current email subscribers, and current SMS subscribers. “What I like the most is the fact that we can have lots of pop-ups, but they’re not targeting the same audience,” says Mégan L’Heureux, ecommerce strategist at Novatize.
- Replenishment flows: When customers buy a tool that needs routine replacement parts—like saw blades or sandpaper—Elite Tools plans to start sending custom reminders to repurchase with Klaviyo.
“Every time I show a customer how to do something in Klaviyo—it’s not just Elite Tools—they are like, ‘Oh my gosh, that was so so easy. It took me so many hours on the previous platform,’” says Clément.