How OddBalls used Klaviyo Marketing Analytics to drive a 31% PoP uplift in MA‑attributed revenue
21%
YoY growth in Klaviyo-attributed revenue over last 12 months
31%
PoP increase in revenue from Marketing Analytics in the last 30 days
40%+
open rates on multiple RCS campaigns
Founded in 2014, OddBalls is a UK underwear and apparel brand known for bold prints and playful campaigns. Its mission is to bring joy and comfort through top-quality products.
Learn how OddBalls uses Marketing Analytics and text message marketing to better understand its customers and run smarter launches
Challenge
OddBalls had been using Klaviyo for email and SMS for years, but its CRM approach still had room to mature. The team relied on simple engagement‑recency segments, primarily using days since last purchase or site visit, and leaned most heavily on SMS during Q4 events like Black Friday and Christmas, which created big spikes in performance.
The team wanted to go deeper into personalisation across email and SMS, year-round. They knew their best customers, their at-risk customers, and their seasonal-only buyers behaved very differently. What they didn't have was a structured way to see those cohorts in the data and act on them across owned and paid channels.
Solution
OddBalls decided to separate their highest-value champion customers from at-risk and seasonal customers by adding Klaviyo Marketing Analytics.
Marketing Analytics cohort intelligence now informs flows and campaigns across channels all year round, and helps the brand’s paid team cut wasted retention spend.
We’d been doing the basics in CRM for a while, but Klaviyo’s Marketing Analytics, particularly RFM, really unlocked things for us. Suddenly, we could clearly see champions, at‑risk and seasonal gifters, and market in a way that actually reflects how those groups behave across the year.
To re-engage customers with rich, visual messaging around major holidays, OddBalls also added RCS into their text message marketing mix.
Klaviyo remains the central hub lifecycle for execution, but now their marketing team has more channels at their fingertips: email carries everyday storytelling and launches, SMS has become a year‑round high‑intent channel rather than just a peak‑season tool, and RCS is used for more visual, on‑brand experiences during key gifting moments.
Strategy
In building its strategy around the insight gained through Klaviyo Marketing Analytics, OddBalls has now developed a highly targeted, flexible approach that has changed how the brand plans launches, coordinates with paid media and reaches seasonal customers. Their new strategy includes:
- Campaigns that reward loyalty and arrive right on time: OddBalls is using Klaviyo’s AI-powered Channel Affinity feature to give their most loyal, SMS-preferring customers 24-hour early access to major launches, then lets personalised send time decide when each individual receives the SMS about the campaign. The result: a more consistent performance curve across the launch window, with fewer spikes and drop-offs.
- Higher-ROAS paid media targeting, fueled by RFM segments: The paid team uses Klaviyo’s RFM segments as the starting point for Meta and other paid campaigns, making sure key customers hear from CRM first before they are retargeted with ads. OddBalls absorb as much revenue as possible through email, SMS and RCS before spending on paid media, improving ROAS across their main platforms.
- Visual Q4 storytelling with RCS to connect with seasonal customers: For seasonal customers who buy once a year and may not have engaged for months, rich RCS visuals drive better reactivation than plain SMS. “We’ve only used RCS a few times so far, explains Sarah Nielsen, head of performance marketing at OddBalls.“But it’s already given us a much more on‑brand way to show seasonal customers the product and explain the offer properly in one message.”
Overall, OddBalls uses Klaviyo as the backbone of an always-on launch and retention engine that rewards loyal fans, spends smarter on paid media and reconnects seasonal customers with richer, more on‑brand messaging.
Klaviyo has become the backbone of our retention strategy. It’s where email, SMS, RCS and all our segmentation lives, and it plugs straight into partners and paid. If you want one platform that your whole team can rally around, Klaviyo is hard to beat.