GourmetGiftBaskets.com drives 81x Klaviyo ROI with email, SMS, and now Marketing Analytics

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GourmetGiftBaskets.com is a family business that started in the basement of a flower shop. Since then, the Abood family has grown it into a multi-million dollar DTC brand in its own right, known for artisanal gift baskets packed with fresh fruit, fine wine, charcuterie meats, baked goods, and chocolates. Customers often gift the baskets to loved ones for special occasions, and the baskets are also popular for corporate gifting.

Learn how GourmetGiftBaskets.com uses Klaviyo Marketing Analytics to power seasonal RFM segmentation

Challenge

GourmetGiftBaskets.com has an ultra-seasonal business, and they typically see their highest monthly sales in Q4.

In 2024, that posed a problem. A team member left the company for a new role on Black Friday, and email and SMS marketing were understaffed through one of the brand’s busiest months.

There were two key areas they didn’t have the bandwidth to invest in: segmentation and SMS. Their segmentation wasn’t going deep enough, especially on SMS, where they often sent campaigns to their full list.

They weren’t prioritizing SMS sign-ups, either, and their SMS list was showing signs of fatigue.

Gourmet Gift Basksets’ customer base skews older, and recipients were vocal about the scattershot messaging, sometimes complaining via handwritten letters.

Ultimately, Q4 2025 performance was strong, but Williams knew their email and SMS marketing efforts could work better for the business and for customers with more investment in segmentation.

“When customers connect with our brand, we aim to engage with them in ways that are most relevant and meaningful to their preferences,” says Lucretia Williams, VP of marketing at GourmetGiftBaskets.com.

When customers connect with our brand, we aim to engage with them in ways that are most relevant and meaningful to their preferences.

Solution

GourmetGiftBaskets.com hired lifecycle marketing agency eCora first thing in 2025, and owner Evan Corliss immediately saw the gap in their segmentation: they needed RFM analysis.

“When you start layering in RFM segmentation, you’re not just looking at behavior, interests, the things you’re browsing,” Corliss says. “You’re also looking at overall standing in the customer journey.”

For an ultra-seasonal business like GourmetGiftBaskets.com, that’s invaluable.

The team added Klaviyo Marketing Analytics to their stack. Now, using the tool’s RFM segmentation and cohort analysis insights, GourmetGiftBaskets.com can send SMS campaigns to the customers most likely to convert—and skip the ones most likely to be annoyed.

“We’re trying to be in the right place at the right time to the right people,” says Williams.

In June 2025, their first full month using RFM segmentation, campaign performance across email and SMS jumped substantially. Revenue per recipient jumped 42% MoM for email and 88% MoM for SMS.

Now, they’re preparing for a much different BFCM in 2025 than they had in 2024.

“We’re not burning people out throughout the year,” says Corliss. “Our RFM segmentation strategy helps protect our list for December, when we want to send super aggressively. We’re able to be very smart with Klaviyo Marketing Analytics.”

We’re not burning people out throughout the year. Our RFM segmentation strategy helps protect our list for December, when we want to send super aggressively. We’re able to be very smart with Klaviyo Marketing Analytics.

Strategy

Here are a few ways GourmetGiftBaskets.com has leveraged Klaviyo Marketing Analytics to elevate their segmentation in 2025:

• Understanding buying timelines with cohort analysis: The team always knew they had a sturdy group of annual buyers, and cohort analysis helped them identify actionable specifics around that insight. “When you look at our cohort analysis, you see that there are about 90 days after purchase where the customer is likely to make another purchase,” Corliss says. “After that, it’ll be either Christmas or the anniversary of their first purchase when they buy again.”
• Targeting most likely purchasers with RFM segmentation: The team operationalizes the cohort analysis insight by focusing campaign sends on the “Champion” and “Recent” segments—people who buy repeatedly during the year, or are likely to, respectively. Outside of Q4, they avoid annoyance by suppressing “Loyals,” who return regularly but less frequently, and “Inactives.” “Since we started using RFM segmentation, literally every single metric that we care about is up across email and SMS,” Corliss says.

GourmetGiftBaskets.com has also used Klaviyo to reinvigorate their SMS list, launching a new two-step sign-up pop-up with Klaviyo forms, and optimizing their welcome offer with A/B testing. In Q2 2025, they saw 50% QoQ growth in new SMS sign-ups.

Before BFCM, they plan to add RFM logic to key flows, like their win-back flow, and launch Klaviyo-powered push notifications in their app.

Having email, SMS, analytics, forms, and soon push in Klaviyo helps the brand operate strategically and efficiently.

“If you had to spin up an email in Klaviyo, an SMS in another platform, and then plug them in and get them to resolve subscriber ID—it’s time consuming and unstable,” says Corliss. “In Klaviyo, we can painlessly spin up a cross-channel journey, and use features like channel affinity to meet people where they’re most likely to engage.”

“It is much easier when all our channels and tools are connected in Klaviyo,” agrees Wiliams. “It definitely saves time.”

If you had to spin up an email in Klaviyo, an SMS in another platform, and then plug them in and get them to resolve subscriber ID—it’s time consuming and unstable. In Klaviyo, we can painlessly spin up a cross-channel journey, and use features like channel affinity to meet people where they’re most likely to engage.