Proozy grows SMS click rate 120.4% with help from Klaviyo AI

Proozy offers deep discounts on pro-caliber sports apparel and athletic gear from brands like Oakley, Eddie Bauer, Ray-Ban, Spyder, and Reebok.

Founded in 2006 as a golf-focused wholesaler, the Minnesota-based retailer has expanded into all kinds of apparel, from high fashion and luxury pieces to trekking gear—and in 2023, they fulfilled their 3 millionth order.

One key to their successful expansion: Proozy leans on Klaviyo to send personalized marketing messages at scale—and power smarter digital relationships.

Learn how Proozy uses Klaviyo AI to create email and SMS content efficiently

Challenge

Proozy takes a high-volume approach to owned marketing. They typically send up to 7 segmented email campaigns per day, plus 1-2 daily SMS messages.

The copywriting was adding up. The lean lifecycle team was “using every creative juice that we had,” says Alex Case, the brand’s senior manager of product planning.

They could easily spend an hour per day drafting subject lines and texts. They often found themselves scouring their Promotions tab for inspiration, or stuck in creative ruts, repeating the same phrases over and over.

Something had to give.

Solution

Enter Klaviyo’s subject line and SMS AI.

The Proozy team first tried Klaviyo’s subject line AI in early 2023, on their Klaviyo customer success manager’s recommendation.

“It was a game-changer,” Case says.

It was a game-changer.

He could plug in a few keywords and get multiple copy options in a click, saving about 5 minutes per subject line, Case estimates.

Klaviyo’s SMS AI was even more helpful, saving the Proozy team about 10 minutes per text.

That added up to about 45 minutes of time savings per day.

With Klaviyo AI and a refreshed SMS audience, engagement grew, too: Proozy’s SMS click rate grew 120.4% YoY in 2023, and the SMS unsubscribe rate dropped 22.6% YoY.

Strategy

How did they unlock those results? Proozy uses Klaviyo AI strategically in 3 main ways, Case explains:

• To generate skimmable, emoji-studded subject lines: Klaviyo’s subject line AI adds relevant emojis automatically so its subject lines are instantly legible and “catchy” in a crowded inbox, Case says. “That’s one place Klaviyo AI stands out compared to others,” Case says: emoji literacy.
• To keep SMS copy fresh, even when the content isn’t: Klaviyo’s SMS AI offers 3 copy options per prompt, and they’re all unique. “The SMS AI is probably my favorite tool,” Case says. “There’s no bias toward the word it used yesterday,” even when the offer is the same—unlike with human copywriters.
• To create more time for strategic segmentation: Case and his team reinvested the time saved into deeper segmentation, and started sending daily deal digests tailored to customers’ preferred sizes and brands—which far outperform generic promotions. Next, Proozy plans to shift “almost all” of this daily segmentation work to Segments AI, a Klaviyo AI tool that generates segments based on text prompts; Case sees that being a “huge” efficiency win.

“Klaviyo’s generative AI saves a ton of time,” Case says. “For a bulk sender like us, any efficiency that gets us the same or better end results is a win. I highly suggest Klaviyo AI—we tap into probably only 30% of what we could do in Klaviyo, and it’s already been amazing.”

Klaviyo’s generative AI saves a ton of time. For a bulk sender like us, any efficiency that gets us the same or better end results is a win. I highly suggest Klaviyo AI—we tap into probably only 30% of what we could do in Klaviyo, and it’s already been amazing.