Loop ditches Emarsys and turns up the volume of lead quantity and quality

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Neighbours arguing at 2 a.m. again? That drummer at the concert making your ears bleed? Office chatter distracting you from work? Loop Earplugs designs earplugs that make those noisy problems fade away. 

With business booming across Shopify stores in the US, EU, Australia, India, and Japan, Loop needed to make sure they could scale their customer relationships with minimal fuss and maximum impact.

Learn how Loop fine-tuned their global CRM output with smarter lead capture and automated personalisation

Challenge

Loop faced a challenge in scaling their CRM strategy globally: their marketing platform, Emarsys, struggled to integrate data from multiple Shopify accounts, and that became a point of failure. The integration issues delayed data tracking for key events like welcome and abandonment flows, which degraded Loop’s customer experiences.

The Emarsys interface was also hard to use day-to-day and lacked clear user-level data visibility, making it difficult for the CRM team to quality-check workflows and understand customer journeys.

Integrating tools and making improvements to sign-up pop-ups and embedded forms needed custom development work.

CRM revenue dropped dramatically. Click rate declined threefold, and ecommerce revenue contributions from the CRM channel fell to 3–4%—far below Loop’s goal of 15%.

Solution

To reclaim CRM performance and resolve these issues, Loop turned to Klaviyo. “Klaviyo’s native integration with Shopify means we get real-time syncing of customer data” says Ryely Newman, Loop’s Global CRM & Marketing Automation Manager.

Klaviyo’s native integration with Shopify means we get real-time syncing of customer data.

Plus, with Klaviyo’s reporting tools and clear attribution, the CRM team would be able to confidently justify their investments and strategies. “On a channel level, you have to prove your worth to the business,” Newman says. “Klaviyo makes it easy for us to do that.” 

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

Strategy

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

“Lead capture and database growth are key for us,” says Newman. “Klaviyo’s embedded forms and pop-ups capture customer data in real time, and we get additional customer insights on product use cases, like festival earplugs vs. sleep earplugs, during sign-up.” 

Loop centralises customer data in Klaviyo with integrations, including Typeform for customer research, and Klar for additional business intelligence insights.

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 during key experiments. 

Loop also revitalised key flows like abandoned cart emails and welcome flows with real-time triggers, leading to higher engagement and conversion rates.

Finally, Klaviyo’s user-friendly interface empowers Loop’s CRM team to constantly optimise performance by running regular A/B tests on email design, copy, incentives, and timing.

“With Emarsys, automations were very difficult to measure and track, so we only did fairly straightforward campaign-only tests on things like content, subject lines, and calls-to-action,” explains Newman. “In Klaviyo, we’ve expanded our experiments to include automations, send timing, sender name, text vs design, lead gen pop-ups, incentives, and incrementality.”

“We’re running 10x more experiments than before,” explains Newman. “For example — we’ve found that product-focused imagery is outperforming lifestyle visuals. Leaning into that increases engagement.”

The impact has been major—Loop saw a 198% uplift in total CRM revenue, and 184% uplift in CRM-attributed revenue in their first full comparable quarter (i.e. not BFCM vs non-BFCM) with Klaviyo.

“I believe these results wouldn’t have happened without a platform that was working with us, not against us. Our revenue and performance is night and day compared to before, I love being able to go in and see how each message performed with each RFM segment.” concludes Newman.

In Klaviyo, we’ve expanded our experiments to include automations, send timing, sender name, text vs design, lead gen pop-ups, incentives, and incrementality.