Smile Brilliant drives 39x ROI using Klaviyo B2C CRM for email and SMS

---

Smile Brilliant makes oral care products, from teeth whitening systems to electric toothbrushes, for nearly 1 million customers. The digitally-native brand sells DTC through a WooCommerce site, and to personalize their web and marketing experience, they rely on Klaviyo B2C CRM.

Learn how Smile Brilliant creates a hyperpersonalized customer experience with Klaviyo and WooCommerce

Challenge

Personalizing the ecommerce experience—starting from the first site visit—has always been a priority for Smile Brilliant. That’s why they’ve used Klaviyo and WooCommerce for years.

“We do a lot of custom things in terms of segmenting users on our WooCommerce site and in Klaviyo,” explains Brendon Alaniz, project manager at Smile Brilliant.

The flexible Klaviyo Data Platform, the pre-built Klaviyo x WooCommerce integration, and WooCommerce’s open-source infrastructure make it easy to create custom, personalized experiences.

For instance, Smile Brilliant asks customers to share their insurance provider in their welcome pop-up, a Klaviyo form, and shows personalized pricing site-wide once they submit.

When Smile Brilliant started working with marketing agency Flowium in 2023, they wanted to use Klaviyo and WooCommerce to go even deeper with personalization. How could they collect and leverage even more of their customer data in their funnel?

Solution

To take personalization to new heights, Smile Brilliant and Flowium leaned on Klaviyo automations and custom profile properties.

They launched automations that encourage repeat orders when a customer is likely to run out, for example, and that highlight recommendations from the customer’s dentist.

They also started Smile Brilliant’s SMS channel with Klaviyo, and created SMS versions of key revenue-driving automations, like win-back and abandonment flows.

We have so much data in Klaviyo to work with and visualize.

In 2024, Smile Brilliant’s revenue from flows jumped 47% YoY.

Finally, the team also started collecting more preference data directly from customers via Klaviyo forms, both during sign-up and after, to personalize their messaging based on deeper demographic and preferences data.

Smile Brilliant currently pulls 150+ custom profile properties into Klaviyo, many of them via forms.

“We have so much data in Klaviyo to work with and visualize,” Alaniz says.

Strategy

How exactly are Smile Brilliant and Flowium using Klaviyo automations and forms to power personalization? Here are a few key new use cases they’ve collaborated on:

• Single-question survey fly-outs for subscribers: After signing up for email and SMS, Smile Brilliant subscribers keep seeing Klaviyo forms—now fly-outs, each with one demographic or preference-based question. One might ask whether a customer is interested in products for kids, for example, or whether they struggle with bruxism. “That’s more information for us to work with, and we can use that to trigger flows,” Alaniz explains.
• Replenishment flows powered by Klaviyo AI: These automations encourage subscribers to reorder an oral care product they’ve already purchased, based on their Klaviyo AI-powered predicted date of next order.
• Dentist recommendation flows: These automations let patients know when their dentist has recommended products for them. Smile Brilliant sets the dentist name, practice name, product names, and more in each message with personalization tags, which pull in the subscriber’s custom profile properties.

All these new personalization efforts helped Smile Brilliant unlock 39x platform ROI in the last year.

“Klaviyo and WooCommerce make it so smooth to get granular with our segments and use all kinds of different custom properties,” Alaniz says. “The ease of use wouldn’t be the same with any other providers.”

Klaviyo and WooCommerce make it so smooth to get granular with our segments and use all kinds of different custom properties. The ease of use wouldn’t be the same with any other providers.