Thirdlove drives 15x SMS ROI after consolidating email and SMS in Klaviyo

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Thirdlove is a women’s intimates brand whose founders, Heidi Zak and Ra’el Cohen, didn’t want women to have to choose between comfort and style. That’s why Thirdlove offers both, with bras designed to fit real bodies. The brand pioneered half-cup sizes to ensure a more precise fit, and gained traction with their bestselling T-shirt bra, which has sold over 10 million units. Originally a direct-to-consumer brand, Thirdlove is now expanding into wholesale, working with retailers like Nordstrom and Kohl’s.

Learn how Thirdlove uses Klaviyo B2C CRM and its ecosystem to power efficient, real-time personalization

Challenge

Thirdlove’s CRM platform didn’t feel completely sustainable when Leanne Chan, their senior director of growth and retention, started in her role.

For one, Thirdlove’s email marketing platform lacked dynamic personalization features. For example: they couldn’t easily show a block of an email template to some users, and hide it from others.

“It took a lot of coding and effort from our email development team to get emails up and running,” Chan recalls.

We needed to replace our email provider, and an omnichannel CRM became a top priority for us.

Chan also wanted to boost engagement across email, SMS, and their overall customer experience by ramping up segmentation and personalization.

But Thirdlove’s email and SMS marketing ran on separate platforms, which made it difficult to identify channel preferences at scale and orchestrate cross-channel automations. Similar challenges extended into their storefront: customer account pages were easy to build, but hard to drive traffic to.

“We needed to replace our email provider, and an omnichannel CRM became a top priority for us,” Chan recalls.

Solution

Thirdlove decided to switch both email and SMS to Klaviyo B2C CRM. In Klaviyo, building an email required much less developer effort, thanks to features like show/hide blocks and dynamic product feeds.

“We can have an associate who’s not an email developer build emails for us in Klaviyo,” Chan notes. “It’s definitely faster than our prior platform, and requires less back and forth with customer support.”

With email and SMS in the same place, Thirdlove can build personalized cross-channel flows and campaigns seamlessly, using tools like Klaviyo’s omnichannel campaign builder and AI-powered channel affinity. In Q2 2025, they saw 15x ROI from Klaviyo SMS.

Just the sheer ease of integration was a big thing for us, and where Klaviyo is going with AI bodes well for a small team like ours. Plus, Customer Hub has been driving meaningful revenue for us.

Thirdlove can layer in additional personalization with customer data from pre-built Klaviyo integrations with Digioh and Yotpo, and they could extend that personalization to their online store with Klaviyo Customer Hub.

Customer Hub is an on-site flyout that customers can use to manage their entire relationship with the brand—tracking orders, reaching out to support, and more.

Consolidation has helped Thirdlove drive strong revenue outcomes: their revenue per email campaign jumped QoQ in Q2 2025, and their revenue per SMS campaign jumped, too. In 2025 so far, Customer Hub has generated $200K+ in revenue.

“We can see the value in being able to talk to the customer as a customer with both channels in one place,” Chan says. “Just the sheer ease of integration was a big thing for us, and where Klaviyo is going with AI bodes well for small teams like ours. Plus, Customer Hub has been driving meaningful revenue for us.”

Strategy

Since switching to Klaviyo, Thirdlove has delved deeper into personalization with tactics like:

• Sending cross-channel automations: With email and SMS consolidated in Klaviyo, Thirdlove sends cross-channel flows with ease. Their abandoned cart flow, for example, uses Klaviyo’s channel affinity to ensure multi-channel subscribers get the message where they’re most likely to engage. In Q2 2025, Thirdlove saw substantial QoQ growth in revenue from flows.
• Activating quiz and loyalty data in Klaviyo: Using Klaviyo’s pre-built Digioh integration, Thirdlove can pull 10+ custom data points into customers’ Klaviyo profiles from their fitting room quiz, and trigger automations based on quiz completion. They can also pipe in data from their loyalty program, Hooked, via the Yotpo integration, and segment based on loyalty status.
• Personalizing their ecommerce store with Customer Hub: In the Customer Hub site overlay, each shopper sees their own individualized “For You” page, where they can view and favorite items, receive personalized product recommendations, and track and redeem loyalty points. In the past 30 days, their loyalty point redemption rate hit an all-time high of 30%. “Customer Hub is very easy to update and optimize,” says Chan. “I can grab an image, write some copy, and I’ve got a new content block up there.”

Overall, consolidating email, SMS, customer data and Customer Hub in Klaviyo has empowered Chan and her team to build toward their ideal customer journey.

“We want our customers to hear from us when they want to hear from us, and when they are ready to purchase,” Chan says. “Now we can do that, taking the signals across all of our different platforms and bringing them together in Klaviyo B2C CRM.”

We want our customers to hear from us when they want to hear from us, and when they are ready to purchase. Now we can do that, taking the signals across all of our different platforms and bringing them together in Klaviyo B2C CRM.