Good Protein sees 30x Klaviyo ROI with email and SMS

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Good Protein makes protein shakes from high-quality, plant-based ingredients, free of GMOs, dairy, or gluten. It all started after founder Edward Lalonde tried one too many gritty, unpalatable protein shakes. He wanted a tasty, smooth alternative that complemented his daily diet and supported holistic health—so he created exactly that. Montreal-based Good Protein has since sold 50 million shakes and counting in more than 13 flavours.

Learn how switching to Klaviyo SMS improved performance and customer experience for Good Protein

Challenge

Good Protein was using Klaviyo for email marketing, and a separate platform for SMS.

The siloed set-up caused problems, exacerbated by their multi-lingual customer base. Good Protein asked if subscribers preferred English or French in their sign-up forms, but with pop-ups split between the two platforms, errors cropped up.

If an SMS subscriber complained that they were receiving messaging in the wrong language, the Good Protein team couldn’t solve the issue themselves. They had to submit a support ticket to their SMS platform, which slowed them down.

Our SMS platform was able to do the majority of things that we would’ve wanted to, but it was all manual. It all involved a ticket.

“Our SMS platform was able to do the majority of things that we would’ve wanted to, but it was all manual,” recalls Rodney Engelberg, director of marketing strategy at Good Protein. “It all involved a ticket.”

Setting up SMS automations was also a laborious process—and creating a cohesive experience for multi-channel subscribers was even more so. Their time with SMS customer support focused more on execution and troubleshooting than strategy.

Another strategy blocker: SMS reporting was difficult to customize, and less than intuitive.

“Our SMS platform wasn’t insights-based,” recalls Resleen Mangat, email marketing lead at Good Protein. “To extract insights, we had to download the data and do analysis ourselves.”

Solution

To operate more strategically and improve the customer experience, Good Protein decided to consolidate email and SMS in Klaviyo B2C CRM.

To switch efficiently and minimize lift for the in-house team, they worked with an SMS implementation consultant on the Klaviyo professional services team. The brand provided key assets and strategy guidelines, and their consultant handled the rest, migrating their SMS contacts, managing their shortcode application, and re-building their branded pop-ups and automations in Klaviyo for their review.

“Our implementation consultant was such a help,” says Mangat. “We had access to her through email and calls, and everything was super organized. We didn’t ever have to wonder, ‘When are we going to move things along?’”

Instead of working with the solutions architect to figure out what our requirements are, like we did with our old SMS provider, we’re working with our Klaviyo CSM to figure out how to do things ourselves. Instead of taking 6 months, it takes 6 hours.

The migration took just 25 days from kickoff call to launch, and Good Protein began seeing revenue from Klaviyo a week earlier than expected.

Now they’re beginning to work with their long-term customer success manager, who helps them operate strategically and tap into Klaviyo’s user-friendly features: easy-to-edit language preference data; intuitive, customizable performance dashboards; and cross-channel automations.

“Instead of working with the solutions architect to figure out what our requirements are, like we did with our old SMS provider, we’re working with our Klaviyo CSM to figure out how to do things ourselves,” Engelberg says. “Instead of taking 6 months, it takes 6 hours.”

After the switch, they saw a roughly 10% period-over-period lift in SMS revenue in their first 15 days with Klaviyo SMS—not to mention major efficiency wins.

“Klaviyo is a more robust platform than our prior SMS provider,” Engelberg says. “We can do more with less. We don’t spend so many hours on it in a day going back and forth between two providers.”

Strategy

Now that Good Protein has email and SMS in Klaviyo, the team has shifted their CRM strategy in a few key ways:

• Displaying more (and smarter) SMS sign-up CTAs: Good Protein can now identify email-only subscribers, and show them targeted SMS-only sign-up forms on the site. These pop-ups and embeds—plus Klaviyo’s Smart Opt-in functionality, which their prior SMS provider didn’t have—have accelerated SMS list growth. “Our A/B testing shows that the Smart Opt-in feature alone is increasing our revenue and our sign-up rate,” Engelberg reports.
• Optimizing SMS strategy with A/B testing: With Klaviyo’s user-friendly A/B testing tools, Good Protein can do more to optimize their SMS usage and reserve MMS sends, which cost triple an SMS send, for high-impact situations. “It’s a lot easier to test in Klaviyo,” says Mangat.
• Re-using segments across email and SMS: “It’s been super helpful to have everything consolidated, and use segments interchangeably between email and SMS,” Mangat says. Good Protein can now save time by using the same segment definition across two channels, whether they’re targeting customers who engaged with their most recent flavor launch, or new prospects who haven’t bought yet.

The benefits of consolidation extend to channels beyond email and SMS, too. For instance: Good Protein uses Klaviyo audiences to target paid ads on Meta and TikTok, and Engelberg foresees improved audience matching now that they store phone and email contacts in Klaviyo.

“The vast majority of brands should pick Klaviyo for email and SMS,” says Engelberg. “It can do all the things they want it to do. It’ll go faster than competitor platforms. And there are probably 90 features you want that you’ll only realize Klaviyo has once you start using it.”

The vast majority of brands should pick Klaviyo for email and SMS. It can do all the things they want it to do. It’ll go faster than competitor platforms. And there are probably 90 features you want that you’ll only realize Klaviyo has once you start using it.