How Bird & Blend grew Klaviyo revenue +46% YoY in 2025

46%

YoY growth in Klaviyo-attributed revenue in 2025

269%

PoP growth in Klaviyo-attributed revenue from SMS in H2 2025

5k+

WhatsApp subscribers within a month of adoption

Bird & Blend Tea Co. are an independent UK tea company that sells matcha, chai, and seasonal blends to a committed customer base of “tea explorers.” Customers love their quirky approach, which includes adding unusual ingredients, including herbs, flowers, fruits, caramel, chocolate, and even cake sprinkles, to their blends. They sell through an ecommerce platform and 30 brick-and-mortar stores. To maintain a consistent sense of community across both their stores and online, Bird & Blend relies on Klaviyo.

Learn why Bird & Blend chose Klaviyo to transform its omnichannel messaging

Challenge

As Bird & Blend scaled, their previous marketing solution, Mailchimp, began to hold them back. Rather than grow through constant discounting, the company wanted to focus on building a community through highly segmented, education-led communications.

Mailchimp worked for basic newsletters, but it couldn’t deliver highly personalised, automated, and it offered limited visibility into customer data across touchpoints. Data on in-store customers, online shoppers, tea subscription members, and loyalty participants all existed in separate silos. This made it hard to see who Bird & Blend hybrid shoppers were, or trigger journeys based on nuanced preferences like “matcha lover” vs “limited-edition blend fan.”

Bird & Blend needed more sophisticated functionality—and a platform that could sync channels like SMS and WhatsApp with email to create a unified omnichannel approach.

Solution

Bird & Blend were impressed by Klaviyo’s ability to deliver personalisation that reflected the nuances and requirements of their customers. Ultimately, they chose the B2C CRM as their central hub for all customer communications and data.

Now, with Shopify and Shopify POS feeding directly into Klaviyo, alongside subscription provider ReCharge and loyalty platform Yotpo, the team gained a truly unified customer view. They can now see when someone shops in-store, subscribes to a tea box, redeems rewards, or tries a new blend, and respond with relevant, timely messaging.

“Klaviyo shifted us from sort of broad promotional emails to storytelling-rich customer journeys,” said Chloe Counter, CRM Lead, Bird & Blend Tea Co.

Email remains the backbone of the programme, but Klaviyo made it straightforward to layer on SMS and WhatsApp, which are used intelligently and strategically. Text messaging has been particularly successful, with a 16% PoP growth in SMS revenue per recipient over the last 3 months.

“It was quick to set up WhatsApp, and creating the templates was straightforward,” adds Counter. “We had all three channels working together seamlessly in a short period of time.”

Klaviyo lets us bring our shop-floor magic into digital. We can see who our customers are, how they shop, and then talk to them in the right channel with the right story, without needing a big team or dev resources.

Chloe Counter

CRM Lead, Bird & Blend Tea Co.

Strategy

Bird & Blend has adopted an omnichannel, education-first model that uses Klaviyo to orchestrate email, SMS, and WhatsApp around a single customer view.

Omnichannel messaging across email and SMS: Bird & Blend uses Klaviyo to run omnichannel campaigns for product launches, seasonal promos, and major sales. Using Klaviyo's AI-powered channel affinity logic, the company prioritises the channel each subscriber responds to most: leading with email for more engaged email readers, then using SMS for urgency and follow-ups, such as non-openers. The team also uses Klaviyo’s Omnichannel Campaign Builder to plan, launch, and measure multi-day, multi-message journeys in one place, making it easier to see what’s working and strategically implement improvements. During Christmas and their Advent activity, the builder helped them manage daily SMS reminders as part of a joined-up campaign. Most notably, Bird & Blend anchored their Boxing Day sales activity in the campaign builder and drove a 122% YoY increase in revenue on non-sale launch days in 2025.
WhatsApp innovation: The company recently added WhatsApp as a community-driven channel for recipes, blog content, and reactive campaigns, such as a cosy snow-day tea recipe. The platform was offered as part of the sign-up process, and over 5,000 people subscribed in the first month. These story-led communications have already outperformed more promotional sends. “WhatsApp has enabled us to deepen our connection with our community,” Counter says. “The platform feels more personal and approachable.”
Flows that bring the customer closer: The company operates 49 flows designed to increase customer retention, subscriptions and repeat purchases. The welcome flow, for example, offers four free sample teabags. This is followed by a second email that allows customers to choose how often they receive communications from the retailer. For other flows, the company differentiates the emails by categories, such as matcha, tea or accessories. They then send personalised recommendations on how to make tea/matcha/accessories that align with the product they bought. There are separate welcome flows for in-store vs online signups, with the in-person shoppers offered free drinks and introductory education advice. The initiatives have been very successful for Bird & Blend, who have seen 42% YoY growth in Klaviyo-attributed revenue from automated flows in 2025.

Powered by Klaviyo, Bird & Blend now runs a genuinely omnichannel CRM programme that feels as personal as a visit to one of its stores, while giving the team the data, control, and flexibility they need to keep growing.

Klaviyo feels powerful and intuitive. It lets us be creative and build highly tailored journeys without relying on developers. And the support—both from our account team and online resources—has been brilliant.

Chloe Counter

CRM Lead, Bird & Blend Tea Co.

# How Bird & Blend grew Klaviyo revenue +46% YoY in 2025 **46%** YoY growth in Klaviyo-attributed revenue in 2025 **269%** PoP growth in Klaviyo-attributed revenue from SMS in H2 2025 **5k+** WhatsApp subscribers within a month of adoption [Bird & Blend Tea Co.](https://www.birdandblendtea.com/) are an independent UK tea company that sells matcha, chai, and seasonal blends to a committed customer base of “tea explorers.” Customers love their quirky approach, which includes adding unusual ingredients, including herbs, flowers, fruits, caramel, chocolate, and even cake sprinkles, to their blends. They sell through an ecommerce platform and 30 brick-and-mortar stores. To maintain a consistent sense of community across both their stores and online, Bird & Blend relies on Klaviyo. ## Learn why Bird & Blend chose Klaviyo to transform its omnichannel messaging ### Challenge As Bird & Blend scaled, their previous marketing solution, Mailchimp, began to hold them back. Rather than grow through constant discounting, the company wanted to focus on building a community through highly segmented, education-led communications. Mailchimp worked for basic newsletters, but it couldn’t deliver highly personalised, automated, and it offered limited visibility into customer data across touchpoints. Data on in-store customers, online shoppers, tea subscription members, and loyalty participants all existed in separate silos. This made it hard to see who Bird & Blend hybrid shoppers were, or trigger journeys based on nuanced preferences like “matcha lover” vs “limited-edition blend fan.” Bird & Blend needed more sophisticated functionality—and a platform that could sync channels like SMS and WhatsApp with email to create a unified omnichannel approach. ### Solution Bird & Blend were impressed by Klaviyo’s ability to deliver personalisation that reflected the nuances and requirements of their customers. Ultimately, they chose the B2C CRM as their central hub for all customer communications and data. Now, with Shopify and Shopify POS feeding directly into Klaviyo, alongside subscription provider ReCharge and loyalty platform Yotpo, the team gained a truly unified customer view. They can now see when someone shops in-store, subscribes to a tea box, redeems rewards, or tries a new blend, and respond with relevant, timely messaging. “Klaviyo shifted us from sort of broad promotional emails to storytelling-rich customer journeys,” said Chloe Counter, CRM Lead, Bird & Blend Tea Co. Email remains the backbone of the programme, but Klaviyo made it straightforward to layer on SMS and WhatsApp, which are used intelligently and strategically. Text messaging has been particularly successful, with a 16% PoP growth in SMS revenue per recipient over the last 3 months. “It was quick to set up WhatsApp, and creating the templates was straightforward,” adds Counter. “We had all three channels working together seamlessly in a short period of time.” > Klaviyo lets us bring our shop-floor magic into digital. We can see who our customers are, how they shop, and then talk to them in the right channel with the right story, without needing a big team or dev resources. > Chloe Counter > CRM Lead, Bird & Blend Tea Co. ### Strategy Bird & Blend has adopted an omnichannel, education-first model that uses Klaviyo to orchestrate email, SMS, and WhatsApp around a single customer view. - **Omnichannel messaging across email and SMS:** Bird & Blend uses Klaviyo to run omnichannel campaigns for product launches, seasonal promos, and major sales. Using Klaviyo's AI-powered channel affinity logic, the company prioritises the channel each subscriber responds to most: leading with email for more engaged email readers, then using SMS for urgency and follow-ups, such as non-openers. The team also uses Klaviyo’s Omnichannel Campaign Builder to plan, launch, and measure multi-day, multi-message journeys in one place, making it easier to see what’s working and strategically implement improvements. During Christmas and their Advent activity, the builder helped them manage daily SMS reminders as part of a joined-up campaign. Most notably, Bird & Blend anchored their Boxing Day sales activity in the campaign builder and drove a 122% YoY increase in revenue on non-sale launch days in 2025. - **WhatsApp innovation: **The company recently added WhatsApp as a community-driven channel for recipes, blog content, and reactive campaigns, such as a cosy snow-day tea recipe. The platform was offered as part of the sign-up process, and over 5,000 people subscribed in the first month. These story-led communications have already outperformed more promotional sends. “WhatsApp has enabled us to deepen our connection with our community,” Counter says. “The platform feels more personal and approachable.” - **Flows that bring the customer closer: **The company operates 49 flows designed to increase customer retention, subscriptions and repeat purchases. The welcome flow, for example, offers four free sample teabags. This is followed by a second email that allows customers to choose how often they receive communications from the retailer. For other flows, the company differentiates the emails by categories, such as matcha, tea or accessories. They then send personalised recommendations on how to make tea/matcha/accessories that align with the product they bought. There are separate welcome flows for in-store vs online signups, with the in-person shoppers offered free drinks and introductory education advice. The initiatives have been very successful for Bird & Blend, who have seen 42% YoY growth in Klaviyo-attributed revenue from automated flows in 2025. Powered by Klaviyo, Bird & Blend now runs a genuinely omnichannel CRM programme that feels as personal as a visit to one of its stores, while giving the team the data, control, and flexibility they need to keep growing. > Klaviyo feels powerful and intuitive. It lets us be creative and build highly tailored journeys without relying on developers. And the support—both from our account team and online resources—has been brilliant. > Chloe Counter > CRM Lead, Bird & Blend Tea Co.