La La Land’s Klaviyo strategy drives all-time high $30.6K+ AUD from one campaign
43.6%
of total revenue attributed to Klaviyo in May 2023
2.5x
2.5x growth in campaign placed order rate from March to May 2023
$30.6K
AUD in revenue from one email campaign
La La Land works with artists from around the world to make paper goods, housewares, and accessories. The brand’s catalog ranges from tote bags and throw pillows to jigsaw puzzles and greeting cards, all decorated with unique illustrations and colorful designs.
The Australia-based retailer works with a global array of stockists and sells directly to consumers through a Shopify store. For all DTC email marketing needs, they rely on Klaviyo.
Learn why La La Land left Omnisend for Klaviyo
Challenge
Lilly Perrott, La La Land’s marketing manager, came back from sabbatical to an unfamiliar marketing automation platform: Omnisend.
It was a major time suck.
Omnisend’s performance dashboard tracked high-level metrics, and it was hard to drill down to send-by-send open rates or click rates on an automation journey.
Pulling the granular stats to optimize a welcome flow, for example, “would’ve taken me hours” of manual calculations, Perrott says.
As an experienced graphic designer, Perrott also wasn’t impressed with Omnisend’s template library—so she built entire sends from scratch.
Worst of all, Omnisend’s connection to La La Land’s Shopify store needed constant fixing and coddling. “Omnisend just didn’t integrate with Shopify the way that Klaviyo does,” Perrott says.
Omnisend just didn’t integrate with Shopify the way that Klaviyo does.
Solution
Perrott kept seeing other marketers recommend Klaviyo, and the intuitive interface and granular, flexible reporting caught her attention.
“It’s literally pulling teeth trying to do this with Omnisend,” she thought. “Why not start fresh?”
La La Land imported their 40K+ Omnisend contacts into Klaviyo in 2 days. In 6 weeks, they had fully onboarded—and Perrott’s life was much easier.
She now spends about half as much time building emails, thanks to Klaviyo’s 100+ slick templates. Universal blocks make it easy to bulk edit campaign templates and live flows.
Perrott also saves time on reporting: Klaviyo’s homepage offers a “beautiful breakdown” of overall performance, and in the “Flows” tab, Perrott can easily dig into send-by-send metrics over custom date ranges.
Strategy
Klaviyo has freed up hours Perrott can now invest in email and SMS strategy. In her first year with Klaviyo, she’s worked with customer support to improve list hygiene and ramp up segmentation.
La La Land now sends only to their engaged audience, suppressing and at times sunsetting inactive subscribers.
Perrott also segments their audience by favorite illustrators, so she can promote artists’ new creations to their biggest fans.
It’s building measurable goodwill: A recent email campaign announcing a sale drove $30.6K+ AUD in revenue, an all-time high for a La La Land campaign.
I definitely recommend Klaviyo for any business with a loyal customer base, because there’s a lot of potential that we weren’t reaching with Omnisend.
Perrott can concisely and confidently report performance wins to leadership, too—none of the “it appears” and “from what I can gather” hedges she used to with Omnisend data.
“I definitely recommend Klaviyo for any business with a loyal customer base, because there’s a lot of potential that we weren’t reaching with Omnisend,” Perrott says. “Now we’re getting great results consistently.”