Klaviyo

How Self achieved 145% higher email conversion rates by integrating Klaviyo

Young, ambitious, and thriving - that’s how you’d describe ‘Self.’ This 100% natural and vegan skincare brand has earned positive reviews, built a loyal client base, and won multiple international awards. Their success is rooted in exceptional products, transparent communication, and smart business decisions. Adopting Klaviyo for email marketing strengthened their  e-commerce operation through its robust integrations. Self got the most out of it by integrating several customer retention apps to deliver the best customer experience and boost customer lifetime value (CLV).

Setup email flows

Self started their email marketing journey with an easy setup before becoming more data-driven. Setting up essential flows like Welcome, Post-Purchase, and Abandoned Checkout was a crucial first step in building their account credibility and engaging new customers. “These flows lay the foundation for effective email marketing,” explains Lisa, our email marketing expert. “They allow us to follow up with customers at key moments and drive conversions.” For example, both the Welcome and Post-Purchase flows include cross-sell emails that highlight relevant products and remind customers of any unused discounts.

Meanwhile, the Abandoned Checkout flow was kept intentionally simple to ensure the focus remained on completing the purchase. To refine their strategy further, the team also implemented A/B testing from the start. “We didn’t yet know what would resonate most with the audience, so we used time delays and tested various approaches to find the optimal balance,” she adds.

For Self, analytics and data have become the driving force behind improving their essential flows and introducing new ones. By closely monitoring metrics such as open rates, click-through rates, and conversion rates, they identified what was working and where there was room for improvement. For instance, analyzing customer behaviour revealed optimal timing for follow-ups, leading to adjustments in time delays within their Welcome and Post-Purchase flows.

Additionally, data insights highlighted opportunities to create new flows, such as a Win-Back flow targeting inactive customers and a Product Review request to encourage user-generated content. With every tweak and addition, the team ensured that their flows were not only personalized but also aligned with customer preferences, driving both engagement and revenue growth.

Klaviyo integrations

Self took full advantage of Klaviyo’s seamless integrations in their email marketing strategy to provide an extra personalized omnichannel customer experience. By integrating apps like Influence.io , Reviews.io, Dataships, Presidio Quiz Kit, and Appstle, they unlocked the power of Klaviyo integrations in boosting personalization and conversion rates. Reviews. io allowed Self to gather customer feedback and include social proof in their emails, showcasing testimonials to build trust and drive conversions.

For example, it was used in the second abandoned checkout flow, to convince hesitant prospects. With Influence.io, they keep customers informed about their loyalty program status, and send reminders about point balances and tips on how to redeem rewards, encouraging repeat purchases.

Presidio’s quiz on Self’s website also played a key role in email marketing ROI. Follow-up flows tailored to quiz results ensure customers receive personalized recommendations.

Additionally, quiz answers are used for segmentation, allowing the creation of more targeted campaigns and improving overall engagement. With Appslte's subscription management integration, they excluded profiles with active subscriptions from receiving subscription-promoting emails. This way customers don’t receive unnecessary offers.

Last but not least, Dataships ensured compliancy while collecting actionable customer data in Shopify checkout.Together, these integrations transformed Self’s email marketing into a highly personalized, data-driven powerhouse that kept customers engaged and loyal.

Custom campaign strategy designed for Self

To help Selfmanage their campaigns in-house, we created a comprehensive campaign strategy document. As the team wanted to take control of their email marketing but lacked strategic guidance, they were seeking advice on sending schedules, content optimization, and overall campaign strategies. 

“We were ready to manage our campaigns internally, but we needed expert advice on how to optimize our approach,” stated Chloe from Self.The guide we provided covered essential aspects such as segmentation, best practices, and tips for determining the optimal sending times. We also included a variety of campaign ideas, mixing both promotional and nurturing content, with design examples to spark inspiration. 

During our bi-monthly meetings, we review growth reports and campaign analytics to assess what resonates most with their audience, highlighting areas for improvement and refinement. This ongoing collaboration ensured thatSelfwas always improving their email marketing strategy and delivering content that connected with their customers.

Increased conversion & placed order rate

One of the first email automation flows that was set up by Radikal was Abandoned checkout and since the first month until now, it’s been showing impressive results. “You’d be surprised how many brands skip on this one,” says Lisa, “but it’s an incredibly high-converting one. It performs so well, also because it targets customers with a high purchasing intent, they’ve already made it so far to the checkout, they just need a little extra to be fully on board.”

In the case ofSelf, the proof of results from usingSelfproducts, along with customer reviews, made this flow extra effective: the flow open rate went up to 49%, and the flow placed order rate up to 8.1% (VS 3.3% average).

Email marketing is a powerful tool for streamlined omnichannel marketing. The quiz follow-up flow is a great example of how Klaviyo enhances the omnichannel customer journey and boosts conversions. When a customer completes the skin quiz on the website, they are asked to consent to receive personalized skincare recommendation emails. Once their data is received, they receive their quiz results via email, followed by a discount code if they haven’t purchased their recommended routine.

The email design is conversion-oriented, featuring a dynamic table that displays the personalized routine items. This approach resulted in an impressive 3.57% placed order rate for the flow.

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The partnership between Radikal andSelfresulted in a successful email marketing journey for the brand. The example of the two successful flows above is just a fraction of whatSelfwas able to achieve using Klaviyo and its integrations. Not only did the revenue numbers meet the expectations, but email marketing helped Self build a stronger community and help improve customer experience.Selfdidn’t stop there, and they’re actively developing fresh ideas and innovative solutions with our support to drive even greater results.