How Cabau Lifestyle uses Klaviyo to personalise retention across email, SMS and WhatsApp
108%
YoY increase in ecommerce revenue over last 12 months
156%
YoY increase in Klaviyo-attributed revenue over last 12 months
228%
YoY increase in Klaviyo-attributed revenue from flows in last 12 months
Cabau Lifestyle is a Netherlands-based wellness brand created in 2021 by renowned Dutch actress and TV host Yolanthe Cabau. The company’s mission: to help women build their confidence through fitness. They make products ranging from supplements and fitness accessories to guided workouts, and a personalised quiz on their site helps shoppers choose the right products for their goals.
Learn how Cabau Lifestyle uses Klaviyo to unify customer data and build a premium omnichannel journey
Challenge
Cabau Lifestyle’s vision was to guide customers to a healthier lifestyle. They wanted to use retention marketing to support different goals and lifecycle stages rather than relying on broad promotional sends.
But that meant finding a way to personalise messaging based on behaviour, loyalty status, and intent, and reward top customers with early product launches, community events and exclusive access.
Before Klaviyo, their data was spread across Yotpo for SMS and loyalty, Mailchimp for email, Shopify for reporting, and Triple Whale for attribution. Every time Cabau wanted to understand a customer journey, the team had to manually pull data from multiple sources and connect the dots, which cost the company time and left it a step behind on timing and personalisation.
Before Klaviyo, we were always a step behind. Data was scattered across four tools, and without proper segmentation we were just broadcasting to everyone. It wasn't a retention strategy, it was noise.
Solution
In 2022, Cabau Lifestyle chose Klaviyo as its core email marketing platform. This gave the team the sophistication Mailchimp lacked, shifting email from a generic broadcast channel to the core of their lifecycle marketing.
From there, Cabau migrated SMS from Yotpo to Klaviyo, consolidating email and SMS in one platform. They later added WhatsApp to the stack as a premium channel for their most loyal customers, given the app's popularity in the Netherlands.
Klaviyo makes it easier to use the same audiences and segmentations across many channels. “It just makes more sense in one stack.
Today, performance data from ecommerce and 3 messaging channels are unified in Klaviyo, clarifying omnichannel attribution. Cabau Lifestyle has also layered Marketing Analytics into their Klaviyo stack, too, for customisable RFM segmentation and cohort analysis.
Between the channel consolidation and the new analytics layer, the team has been able to replace several tools with Klaviyo, including Supermetrics, some Shopfiy lead-generation features and a separate attribution platform.
The stack has already earned its keep: Cabau has seen a 43% PoP increase in revenue attributed to Marketing Analytics over the last 90 days.
Strategy
With everything unified in Klaviyo, Cabau Lifestyle now runs a lifecycle-led strategy across three complementary Klaviyo channels: email for storytelling and retention, SMS for urgent revenue moments, and WhatsApp for premium loyalty perks. Shared audiences and lifecycle logic tie them together, and the team uses Klaviyo to:
- Replace guesswork with customer intelligence: For a lifestyle and nutrition brand, retention is everything, and Marketing Analytics gives Cabau the customer intelligence to act on it. RFM segmentation surfaces what customers are likely to buy next and when they're at risk of churning, insights the team now uses across campaigns, paid ads, and on-site flows to keep customers engaged. “Marketing Analytics gave us the ability to act on data instead of instinct. We now know what a customer is likely to buy next, when they're about to churn, and exactly what incentive they deserve and we use that across every channel.” Leonard Kalkman, Chief Marketing Officer at Cabau Lifestyle
- Send smarter incentives, not blanket discounts: Cabau uses smart flows in Rebuy, linked to Klaviyo segments, to match the right incentive to the right audience based on RFM data. It's become a real revenue driver during Summer Sale and Black Friday moments, preventing over-discounting and making sure high-value customers get the treatment they deserve, rather than the same offer going to everyone.
- Reward loyalty without rampant discounting: One key insight from Marketing Analytics was that certain high‑value segments returned to Cabau more often when they received educational content and expert ebooks rather than discounts, especially via WhatsApp. Cabau reweighted their journeys accordingly: top loyalty tiers now get more WhatsApp education flows and early-access invites.
Looking ahead, Cabau is also experimenting with mobile push and Klaviyo Customer Hub to extend this same lifecycle approach into a fourth owned channel and onsite accounts.
The biggest win with Klaviyo is how thoroughly it enables us to manage the customer lifecycle. As we keep growing, the tools make it possible to stay personal, guide customers properly, control frequency and incentives, and create a more premium experience.