HAMMER drives 76% of email revenue from automated flows after switching to Klaviyo
76%
of Klaviyo-attributed revenue from automated flows over the last 12 months
137x
Klaviyo ROI over the last 12 months
Founded in 1900, HAMMER is a long-established German fitness brand specialising in home training equipment, including treadmills, ergometers, strength stations, boxing equipment and accessories.
The company sells across multiple European markets, including Germany, Austria, Switzerland, the Netherlands and Belgium, and also operates a network of physical stores.
Learn how HAMMER is using Klaviyo to move beyond one-size-fits-all newsletters and build the foundation for more personalised customer relationships
Challenge
Before switching to Klaviyo, HAMMER’s former email marketing platform had some limitations. The main concerns were that, while the team could send newsletters, they couldn’t support automated flows. This meant delivering important lifecycle communications was nigh-impossible, and the brand had to rely on manual newsletter sends.
HAMMER’s product mix made the gap especially visible. Since home gyms and multi-stations are neither impulse buys nor regularly purchased, HAMMER needed a better way to stay relevant during long consideration and repurchase windows, whilst also tailoring messaging to different customer groups.
The business also needed a CRM platform it could scale with: better segmentation, stronger personalisation, clearer campaign attribution, and the ability to support an omnichannel strategy across its online and physical stores over time.
Klaviyo is the most suitable option to bring our local stores, online stores and international stores under one umbrella and target our specific customers.
Solution
HAMMER turned to Klaviyo in November 2024, specifically for the automation and segmentation capabilities its previous platform couldn’t support. The team could finally introduce key lifecycle automations, such as welcome and abandoned-cart flows, and shift the emphasis away from scheduled campaign sends.
Automated flows now account for 76% of HAMMER's Klaviyo-attributed revenue, playing a huge part in what email delivers for the brand.
Klaviyo has also given HAMMER a strong foundation for personalisation. Whilst the brand says it is still developing this area, it is already using signals such as recent product views and declared customer interests at registration to segment audiences more meaningfully than a single newsletter list ever allowed.
Lastly, Klaviyo has also improved visibility into email performance. HAMMER can now assess performance more clearly through metrics such as revenue contribution, helping the team understand which types of content and promotions are resonating.
The company sees Klaviyo as the right foundation for scaling automation, segmentation, and omnichannel communication in the future.
Klaviyo is very powerful. If you’re looking for a CRM platform and you really want to go into segmentation and personalisation, I would definitely recommend it.