Tushy’s email revenue jumps 58.6% MoM in first month back on Klaviyo

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Tushy made bidets mainstream Stateside—or as their team might put it, they’re number 1 in the number 2 business. Founded in 2015, the DTC brand sells an array of bathroom accessories, from their flagship bidets to a toilet brush and bamboo toilet paper.

Creative marketing—on email and beyond—has helped the brand win hearts and turn heads. Tushy starts frank, humorous conversations about hygiene, gut health, and bowel movements (Google their annual Super Bowel Monday contest if you dare).

Learn how Klaviyo’s transparency and 300+ integrations won Tushy back

Challenge

Tushy left Klaviyo for an ESP that promised more advanced AI. It would help the team create an automated email program that barely needed human intervention. Or would it? Upon migration, email revenue fell to less than 50% of the prior year’s levels. The opaque automations were easy to set and forget, but hard to set and optimize, audit, or learn from.

Chelsea Kinne, retention consultant and former senior manager of retention at Tushy, knew abandoned cart sends weren’t going out often enough—but couldn’t change that.

“‘Why isn’t our ESP sending these automations?’” Kinne recalls wondering. “I had no control over the logic. I just had zero insight into why things were happening the way they were. If people are skipped in Klaviyo, for example, I can go into that touchpoint and understand why.”

I just had zero insight into why things were happening the way they were. If people are skipped in Klaviyo, for example, I can go into the touchpoint and see why.

Solution

The Tushy team decided to return to Klaviyo. Not only had they made more money with Klaviyo—it was more customizable, more transparent, and it integrated with the rest of their tech stack—including Tushy’s Shopify store and key apps like Recharge, Okendo, Wonderment, and Gorgias.

In Tushy’s first month back on Klaviyo, email revenue jumped more than 58.6% MoM, and the number of flow recipients skyrocketed.

Strategy

Kinne used Klaviyo to blend data-driven decision-making with human creativity, and created a scalable, on-brand email program. The data and AI within the platform empowered her—but they didn’t steamroll her.

Now, Kinne can use Klaviyo’s smart send time feature to maximize engagement—and she can see when, exactly, the emails went out, unlike on Tushy’s prior ESP.

A few other Klaviyo features have helped Kinne refine Tushy’s email marketing:

• Segment-level campaign reporting: Kinne segments Tushy’s audience by customer journey stage, and now Klaviyo reporting helps her learn what creative resonates at each stage—even when she sends to broad audiences.
• Integration-triggered automations: Tushy sends automated order updates triggered by Wonderment, for example, and Klaviyo makes it easy to see which updates send most frequently. If “stalled shipment” frequency spiked, Kinne would check in with Tushy’s 3PL.
• A/B testing: Kinne has used Klaviyo’s seamless A/B testing to learn about Tushy’s audience’s preferred send times, CTAs and button colors—and she trusts the results.

“Klaviyo is the ESP that I love the most,” Kinne says. “I have seen unparalleled success from the platform and would recommend it over anything else.”

Klaviyo is the ESP that I love the most. I have seen unparalleled success from the platform and would recommend it over anything else.