OVME grows share of Zenoti bookings from email 6x by switching to Klaviyo

OVME is a medspa offering Botox and fillers, hydrafacials, skincare products and in-depth consultations, founded in 2018 by current CEO and chief medical officer Dr. Mark McKenna.

Today, the medspa franchise has grown from a flagship location in Atlanta to 27+ locations nationwide. To echo their highly personalized beauty services, OVME turns to Klaviyo for highly personalized marketing.

Learn why OVME sees a long-term future with Klaviyo

Challenge

OVME used to do their email marketing in a platform that didn’t automatically track their North Star metric: bookings from email.

“It was hard to pull analytics in a format that was actionable,” says Jason Carrigan, VP of digital marketing and technology at OVME.

It was hard to pull analytics in a format that was actionable.

Why? The platform didn’t have a native integration with Zenoti, OVME’s booking platform. At first, the OVME team found a workaround—but when their marketing platform’s integration requirements changed, the workaround broke.

Fixing it would require prohibitively expensive custom coding. OVME needed to move to a new marketing automation platform.

Solution

Carrigan had succeeded with Klaviyo in prior ecommerce roles, and Klaviyo had a new native integration with Zenoti. He decided to try it out.

The Zenoti integration began ingesting data within 1 day—no in-house dev work required—and finally, data on bookings from email was front and center on OVME’s Klaviyo homepage.

The analytics went deeper, too: Klaviyo pulled in 100+ Zenoti details per appointment, including the marketing touches that led to the booking, the booking date, the service price, and more.

In Klaviyo, Carrigan could view all that data in an intuitive timeline format.

“I showed the timeline view at the board meeting yesterday and it opened people’s eyes,” he says. “It’s really easy to show stakeholders how clients interact with marketing, even if they are not familiar with technology or marketing.”

Strategy

OVME can now build out a long-term roadmap for increasingly sophisticated email marketing and customer journeys.

In their first month with Klaviyo, the team launched service-specific reminder flows to make it easier for clients to rebook skincare services in the recommended time frame.

Soon, Carrigan’s team plans to update those flows, so they trigger when a customer is poised to make their next purchase, per Klaviyo’s predictive analytics—creating an even more personalized experience.

OVME also plans to roll out SMS campaigns to complement emails, and more granular campaign segmentation based on predicted gender and age to ensure relevant messaging.

Overall, Carrigan sees a bright future with Klaviyo.

“Clients want personalized communication,” he says. “Typically to do that, you start with one basic email platform, and then you have to onboard a more sophisticated platform, and it’s a massive multi-year implementation. But at OVME, we can accomplish our owned marketing roadmap with one tool: Klaviyo.”

Clients want personalized communication. Typically to do that, you start with one basic email platform, and then you have to onboard a more sophisticated platform, and it’s a massive multi-year implementation. But at OVME, we can accomplish our owned marketing roadmap with one tool: Klaviyo.