Thursday, April 18, 2024

Examine: Klaviyo, Textual content Messaging Drive DTC Ecommerce

Klaviyo’s textual content messaging service was surprisingly well-liked in an anecdotal examine of fifty direct-to-consumer manufacturers. The overview additionally discovered that almost all manufacturers used pop-ups to seize emails however didn’t seem to make use of a welcome collection.

I just lately researched how DTC manufacturers deploy e-mail advertising and marketing. I created a listing of corporations primarily based on Jasper’s AI chat and Google search. I then selected websites haphazardly from every supply.

I signed up for every model’s e-mail utilizing the shape on its house web page and a free AOL e-mail handle for this goal. I used BuiltWith to find out a model’s e-mail service supplier.

I accessed every DTC web site simply as soon as. However many had A/B testing software program put in in keeping with BuiltWith, indicating I may need skilled a special sign-up course of on subsequent visits.

Whereas it’s not scientific, reviewing these DTC web sites uncovered 4 patterns: the widespread use of textual content messaging, ubiquitous pop-ups, in depth incentives, and an absence of welcome sequence messages.

Model URL Incentive Textual content Pop-up ESP
Cuts Clothes Sure Sure Sure Klaviyo
Marc’s Magic Rub No No No MailChimp
Pulp Pantry Sure Sure Sure Klaviyo
DEUX No Sure Sure, however textual content Klaviyo
The Ridge No No No Klaviyo
MUDWTR No Sure Sure Klaviyo
Feastables No Sure Sure Klaviyo
Blueland Sure Sure Sure Klaviyo
G FUEL Sure Sure Sure Klaviyo
Cometeer No Sure Sure Klaviyo
Biossance Sure Sure No Klaviyo
Ten Little No No No Klaviyo
Appointed Sure Sure Sure Klaviyo
Caraway Sure Sure Sure Klaviyo
JuneShine No Sure Sure Klaviyo
Trace No Sure Sure Klaviyo
Lovevery No No Sure MailChimp
Allbirds Sure No Sure Iterable
Saatva No Sure Sure MailChimp
Peloton No No No Customized
Quip Sure Sure Sure MailChimp
Outer Sure Sure Sure Klaviyo
Nutrafol Sure Sure Sure Different
Away Sure No No Different
Warby Parker No No No Different
Casper No No No Different
Beltology Sure No Sure Klaviyo
Bombas Sure Sure Sure Different
MVMT Sure Sure Sure Different
Stance No No No Klaviyo
WP Customary Sure No Sure Klaviyo
ROKA Sure Sure Sure Different
Pura Vida Sure Sure Sure Klaviyo
American Big Sure Sure Sure Klaviyo
AYR Sure Sure Sure Klaviyo
Bonobos No No No Different
Buck Mason No No Sure Klaviyo
Combatant Gents Sure No Sure Klaviyo
Cuyana Sure Sure Sure NetSuite
Fame and Companions No No Sure Klaviyo
Frank and Oak Sure Sure Sure MailChimp
Indochino Sure Sure Sure Different
KUIU Sure No Sure Klaviyo
Wohven Sure Sure Sure Klaviyo
Tracksmith Sure No Sure Klaviyo
Chubbies Sure Sure Sure Klaviyo
HVMN Sure Sure Sure Different
Ora https://www.ora.natural/ No No No Klaviyo
ArtLifting No No Sure MailChimp
Hubble No No No Klaviyo

Klaviyo Driving Textual content Messaging

Of the 50 DTC ecommerce websites, 31 used Klaviyo for e-mail advertising and marketing.

Shopify invested $100 million in Klaviyo in 2022, so it’s not stunning that each Klaviyo web site additionally used Shopify. What’s stunning is a whopping 80% of Klayivo websites requested for my cell quantity. Of the 19 manufacturers not utilizing Klaviyo, 4 requested for my cell quantity, bringing the overall of text-seekers to 29 out of fifty.

Screenshot of a Cuts pop-up soliciting a mobile phone number in exchange for a 15% discount.

Cuts, a DTC attire retailer, gives a 15% low cost for offering a cell quantity.

This doesn’t imply that any manufacturers are amassing cell numbers, however they actually need them. One model, Deux (cookie dough), requested for my cell quantity in a pop-up however not my e-mail handle. To subscribe by e-mail, I needed to discover the shape within the footer.

Screenshot of Deux pop-up asking for a mobile phone number.

Duex requested for a cell quantity in a pop-up however not an e-mail handle.

DTC manufacturers use textual content messages like e-mail, together with transport and supply notifications, promotional gives, deserted cart reminders, and comparable. The distinction is in responsiveness. Whereas they typically have a number of e-mail addresses and obtain many emails every day, customers sometimes have only one cell phone and obtain a lot fewer textual content messages. Thus those self same customers are normally extra attentive to cell communications, at the least for now.

Even earlier than reviewing these 50 websites, I used to be satisfied that textual content messaging was a high alternative for ecommerce corporations. Now it might be crucial.

Pop-ups Rule

Regardless of stories that buyers dislike them, pop-ups appeared on 38 of the 50 on-line shops.

Some pop-ups appeared the moment my browser loaded. Others waited for me to scroll. Usually the pop-ups loaded on a number of screens, which means I needed to work together with them as much as 4 instances — requesting my e-mail handle, my cell quantity, and why I visited.

Screenshot of Bombas pop-up offering a 20% discount for new email subscribers.

Thirty-eight out of fifty DTC shops used pop-ups. This instance is from Bombas, the attire model.

Most Supply an Incentive

The subsequent pattern was that a lot of the DTC manufacturers supplied an incentive to subscribe to e-mail advertising and marketing. Twenty-nine of the 50 supplied a reduction, free transport, or an opportunity to win one thing. Allbirds even supplied an opportunity to win a trip to New Zealand!

The very best incentive expertise got here from websites that offered a coupon code in the identical subscription pop-up. Kuiu, a vendor of searching gear, added my coupon code to the web site’s header — prepared to make use of at checkout. That was the perfect expertise of any of the websites I visited.

E-mail Welcome Sequence

After I got down to overview the DTC websites, I used to be most within the e-mail welcome collection.

So I signed up for the e-mail lists and waited. Then I waited extra.

Solely 4 of the manufacturers had welcome messages. Quip (electrical toothbrushes) put an e-mail message within the AOL inbox the moment I clicked the subscribe backside. Frank and Oak (sustainable attire) and Kuiu delivered messages inside seconds. Roka (efficiency sun shades) emailed me twice within the first 20 minutes.

The 46 others took a very long time. After six hours, solely 25 had despatched a welcome message, together with many who had promised a coupon code to make use of on the primary order. The message from one of many 25 went to my spam folder.


My anecdotal examine of DTC manufacturers’ use of e-mail advertising and marketing left me with three takeaways.

First, ecommerce companies ought to experiment with textual content messaging. It’s straightforward for DTC manufacturers utilizing Klaviyo so as to add a mobile-number-capture kind to their web sites, nevertheless it doesn’t imply they execute it effectively. Thus implementing a textual content message plan may also help sustain with a competitor and even outperform, maybe utilizing a text-specific device to facilitate gross sales along with sending hyperlinks.

Second, use a pop-up with a transparent incentive. If these DTC manufacturers are indicative, pop-ups are definitely worth the friction.

Third, there’s a possibility to interact with new subscribers through welcome e-mail collection. Roughly half of the examined manufacturers don’t use one.

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