Klaviyo powers CRAFTD to 30% YoY growth in UK ecommerce revenue
30%
YoY growth in UK store’s overall ecommerce revenue over last 12 months
65%
YoY growth in UK store’s Klaviyo attributed revenue over last 12 months
68%
of UK store’s Klaviyo attributed revenue from automated flows over last 12 months
CRAFTD creates and sells high-quality, design-led men’s jewellery. The brand has grown rapidly and expanded internationally, becoming one of the UK’s fast-growing DTC success stories. Along the way, CRAFTD’s team has relied more and more on Klaviyo B2C CRM to power business growth.
Learn how CRAFTD used Klaviyo to deliver smart, unified email and SMS messaging
Challenge
CRAFTD’s fragmented tech stack was driving up costs and blocking their ability to move strategically.
Email was handled by Klaviyo, while another platform delivered SMS. This made SMS more expensive than it needed to be, and meant the team couldn’t create cross-channel automations that honoured customer channel preferences.
CRAFTD also wanted to expand their use of SMS for product launches, VIP customers and high-intent moments, but only if it could be orchestrated alongside email from one platform, with clear visibility of list growth, consent and performance.
The team was also using Loox for reviews, but felt the platform wasn’t sophisticated enough. They wanted to collect richer content and route issues to customer service quickly, before they reached public channels.
The company’s rapid international expansion added another layer of complexity. CRAFTD operated three Shopify Plus stores in the UK, US and EU, and large commercial moments like Black Friday required the team to build, switch on, and switch off holiday flows manually in each account.
With sales increasing, CRAFTD’s team couldn’t execute their vision without consolidating their channels in a single, cohesive CRM platform.
Solution
To meet these needs, CRAFTD decided to consolidate email, SMS, and reviews in Klaviyo.
The company was also able to integrate SMS into its core automated flows, such as welcome, browse abandonment, cart and checkout abandonment, and back-in-stock. When a customer had opted into SMS and shown clear interest in purchasing a product, the flow delivered a text designed to convert that intent into a sale.
CRAFTD harnessed Klaviyo to clone assets across its three regional accounts and schedule Black Friday-specific flows to turn on and off for the holiday season without manual intervention. This reduced operational burden at the busiest and most commercially important times of the year.
Moving reviews into Klaviyo allowed CRAFTD to collect text, image and video feedback in a format that matched its brand, while also using automations to flag responses that required attention from the customer service team. This created a feedback loop with operations and warehousing to ensure the company’s high-quality standards were maintained.
Klaviyo has been there from when we were doing a few thousand a month to now doing millions. The platform has scaled at the same pace as the business.
Strategy
Once the foundations were in place, CRAFTD developed a programme built around several core principles.
- Focusing SMS on high-intent segments. While email is the default, SMS is used selectively for high-value customers, for sale-period buyers, and for recent engagers who have not yet converted. The platform is delivering too, with a 68% PoP growth in SMS revenue per recipient over the last 90 days. This flexible approach ensures higher-cost channels are reserved for the customers most likely to convert.
- Deploying AI to increase efficiency. The team makes regular use of Klaviyo’s AI features, like Smart Send Time optimisation, Segments AI and dynamic product recommendations. They also use AI editing to adjust images in campaign sends for testing, to generate subject lines for emails and to create suggested headlines for customer reviews.
- Smart use of integrations. CRAFTD makes extensive use of several Klaviyo integrations, including Alia, which delivers high-quality, effective pop-ups, PostPilot for direct mail, and Meta ads.
CRAFTD has also tested new Klaviyo features, such as Rich Communication Services (RCS), for more flexibility and interactivity in messaging, and is looking at leveraging Klaviyo for social next year to capture more subscribers from high-intent social media interactions.
Klaviyo doesn’t just provide software—the product team and our CSM actually listen. We’ve seen our suggestions fed back and shipped, which makes it feel like a partnership.