Loop leaves Emarsys for Klaviyo and sees 5x growth in CRM’s share of ecommerce revenue

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Neighbours arguing at 2 a.m. again? Loop Earplugs designs earplugs that make noisy problems fade away. With business booming across Shopify stores in the US, EU, Australia, India, and Japan, Loop needs to power smart, scalable digital relationships with their customers.

Learn why Loop left Emarsys to scale personalisation across email, SMS, and WhatsApp with Klaviyo B2C CRM

Challenge

Loop faced a challenge in scaling their CRM strategy globally: their marketing platform, Emarsys, struggled to integrate data from multiple Shopify accounts and tools.

Integration issues delayed event tracking for key welcome and abandonment flows, and improving sign-up pop-ups and embedded forms required custom development work.

The Emarsys interface also lacked clear user-level data visibility, making it difficult for the CRM team to optimise customer journeys.

“With Emarsys, automations were very difficult to measure and track, so we only did straightforward campaign-only tests,” explains Ryely Newman, Loop Earplug’s global CRM and marketing automation manager.

Performance lagged. The percentage of revenue from CRM hovered in the low single digits—far below Loop’s goal.

With Emarsys, automations were very difficult to measure and track, so we only did straightforward campaign-only tests.

Solution

To reclaim performance and resolve these issues, Loop turned to Klaviyo and its pre-built Shopify integration, which allows them to access real-time ecommerce data.

The migration to Klaviyo took just one month. “Klaviyo’s customer support was really responsive, making it a smooth transition for us,” says Newman.

In Klaviyo, Loop revitalised their welcome flows with real-time triggers, leading to higher engagement and conversion rates. And they’re able to capture real-time data at sign-up with Klaviyo forms, including data on customer’s preferred earplug use cases.

We’re running 10x more experiments than before.

They’ve also been able to expand their experimentation beyond campaign content and optimize their automations, pop-ups, and beyond—all housed in Klaviyo.

“We’re running 10x more experiments than before,” explains Newman.

The impact has been major. In their first two quarters with Klaviyo, Loop drove 14% of ecommerce revenue with CRM and grew their email subscriber list 41%.

“These results could only have happened with a platform that was working with us, not against us,” Newman says. “Our revenue and performance is night and day compared to before.”

Strategy

Since the migration, Loop has used Klaviyo to lay the foundation for sustained growth.

Loop centralises customer data in Klaviyo B2C CRM from multiple stores and tools, using integrations with Shopify, Wonderment, and beyond.

With so much customer data flowing into Klaviyo, Loop can segment customers based on everything from geographic location to life stage and product use cases—ensuring their messages resonate with recipients and increasing campaign effectiveness.

With Klaviyo’s reporting tools and clear attribution, the CRM team has been able to confidently justify their investments and strategies—and launch new channels.

“On a channel level, you have to prove your worth to the business,” Newman says. “Klaviyo makes it easy for us to do that.”

Since switching to Klaviyo, they’ve added SMS and WhatsApp channels into their B2C CRM instance. Now, they can compare the mobile channels’ performance in countries that allow both, and take a more localized approach to their global marketing.

“Being able to test and learn where WhatsApp works better than SMS in Klaviyo is a big advantage,” says Brina Skof, marketing automation lead at Loop Earplugs. “It’s helping us drive more of our CRM revenue from mobile-first channels.”

“We’re excited that soon, we’ll be able to reach people on the channel they naturally prefer,” Skof adds, “with Klaviyo machine learning doing the work to figure that out for us.”

Being able to test and learn where WhatsApp works better than SMS in Klaviyo is a big advantage. It’s helping us drive more of our CRM revenue from mobile-first channels. We’re excited that soon, we’ll be able to reach people on the channel they naturally prefer, with Klaviyo machine learning doing the work to figure that out for us.