Glowdega sees 4x YoY growth in Boulevard bookings from email with Klaviyo

Glowdega is a lifestyle bodega specializing in corrective skincare, nutritional therapy, waxing, and sugaring. Founder and licensed esthetician Hadiyah Daché started the inclusive, Oakland-based studio to promote minimalist skincare routines that still get results.

Before that, Daché spent years working in digital marketing, with a focus on email. Now she runs Glowdega with her long-time favorite marketing automation platform: Klaviyo.

Learn why Glowdega switched from Mailchimp to Klaviyo ASAP

Challenge

Mailchimp’s freemium pricing spoke to Daché in Glowdega’s early days—but she knew it was a temporary tool from the start.

For one, Mailchimp email templates and design options looked subpar to her. “I am a person who has spoken at conferences specifically around email design,” Daché says. “Mailchimp was not going to cut it for me.”

I am a person who has spoken at conferences specifically around email design. Mailchimp was not going to cut it for me.

Long term, Mailchimp didn’t fit her roadmap. Daché wanted to integrate her account with a Shopify store and a booking platform, and automate all the manual emails she sent as a company of one—but with Mailchimp, building custom webhooks was coding-intensive or expensive.

Once Glowdega started turning a profit, she was ready to upgrade to a new ESP.

Solution

Daché already knew Klaviyo well from her prior experience in CRM, and she was drawn to its robust Shopify integration, flexible API, and sleek template library.

She switched over, and soon started using Klaviyo with booking platform Boulevard.

At first, Daché connected them with third-party automations. That meant certain things, like list hygiene, required clunky manual work—until Klaviyo debuted a pre-built Boulevard integration.

Strategy

Now, with her email marketing platform integrated with her Shopify store and her Boulevard account, Daché can access clearer performance analytics.

She can track how her overall revenue from bookings is trending over time, and which of her campaigns—which often share her expert skincare advice—drive the most bookings.

One 2023 campaign alone drove $33K+ in bookings.

Daché can also set up email flows triggered by Boulevard events, creating a high-touch, scalable customer service experience.

One month in, Daché has already launched a membership activation flow. Soon, she plans to create a flow that triggers right before an appointment, reminding customers to fill out a digital intake form and setting expectations for their session.

“In my business as an esthetician, there is a lot of 1:1 work,” Daché says. “I am personally seeing around 100 individuals per month, and at the end of the night, sometimes I’m too tired to send a follow-up email. Klaviyo’s flows help a lot with that.”

In my business as an esthetician, there is a lot of 1:1 work. I am personally seeing around 100 individuals per month, and at the end of the night, sometimes I’m too tired to send a follow-up email that same day. Klaviyo’s flows help a lot with that.