How Klaviyo helps one CMO hit his growth goals

Bryant Jaquez is an unusual CMO.

He has a holistic, bird’s-eye view of the marketing function at maternity and baby boutique Caden Lane—and he’s a Klaviyo end user.

“Right now, I’m building segments, copying campaigns, sending them—stuff like that,” he says. “I’m living in the weeds.”

He typically manages a full-time email marketer, but right now he’s filling in for her while she’s on maternity leave. Jaquez does whatever it takes to keep the business growing, and it shows: In 2022, Caden Lane appeared on the Inc. 5000, thanks to 1,974% growth over the past 3 years.

In 2023, the brand is “barreling towards 9 figures in revenue,” Jaquez says.

His willingness to get his hands dirty also gives him a unique, trifecta perspective on Klaviyo, because he:

• Owns Caden Lane’s big-picture growth goals
• Manages marketers who use Klaviyo
• Uses Klaviyo himself

So, is Klaviyo worth it? “It’s worth every penny,” Jaquez says.

Here’s how Klaviyo makes his C-suite role easier, whether he’s in the weeds or setting high-level strategy.

Klaviyo boosts profitability on channels beyond email
Klaviyo helped Caden Lane hit 2022 BFCM goals
Klaviyo makes tracking and maximizing engagement simple
Klaviyo tracks ecommerce lifecycle KPIs, right out of the box
Klaviyo makes the entire funnel more efficient

Klaviyo boosts profitability on channels beyond email

Klaviyo adds a lot of value to Caden Lane’s social media giveaways, for example.

To enter giveaways, customers subscribe to the brand’s email list.

They then get an email announcement of the winner—and for everyone who didn’t win, that email includes a Caden Lane promo code.

“The revenue we get from that email alone makes giveaway profitable,” Jaquez says—even after he factors in the price of the prize and the time it takes the team to run the contest.

Klaviyo helped Caden Lane hit 2022 BFCM goals

Caden Lane was trending just shy of their revenue goal as last Black Friday wound down.

To hit their margin goal, the team had to keep the average discount below 15% for‌ November, too.

What to do?

With Klaviyo, Jacquez could pull a report on total discount usage for the week, Jaquez says. Not every discount code sent had been redeemed—and the team realized they had leeway to send a steep, targeted discount to customers most likely to buy that day.

They created a segment of people who had items in their cart, but had yet to check out. Then they pulled together a quick campaign for just those folks, with an exclusive discount code.

“That one send pushed us over the finish line,” Jaquez says.

Caden Lane met their Black Friday revenue goal and beat their margin goal.

Klaviyo makes maximizing engagement simple

Klaviyo makes it easy to create segments of users who have—or haven’t—recently opened or clicked an email.

Jaquez frequently spends time with his team “figuring out who is unengaged, and why, and what we can learn about that segment,” he says. From there, Jaquez works with the team to build and optimize reengagement strategies.

One recent re-engagement win: a win-back email flow.

This automation targets customers who have already purchased and hit a certain LTV threshold, but also haven’t purchased in the last 90 days.

Its placed order rate jumped 29% from Q4 2022 to Q1 2023, thanks in part to in-platform A/B testing.

“Klaviyo makes it really easy to move fast and set up experiments and iterate as you go,” Jaquez says.

Klaviyo tracks ecommerce lifecycle KPIs, right out of the box

“We’re trying to track the lifecycle of a customer as it moves through email and our website, and how often customers are interacting and how much they’re spending,” Jaquez explains.

So Jaquez monitors core lifecycle KPIs weekly, like:

• Active subscribers
• Number of campaign and flow recipients
• Average open rate
• Average email click rate
• Open rate by flow and campaign
• Revenue by flow and campaign

“Klaviyo makes it really easy to pull those metrics,” Jaquez says.

All of them appear in Klaviyo’s default, out-of-the-box reports and dashboards, which makes it easy to spot channel- and send-level growth opportunities.

Klaviyo makes the entire funnel more efficient

“Even if Klaviyo is a big portion of your software budget, it’s worth every penny,” Jaquez says. “It’s like a sidekick to growth strategy.”

The way he sees it, Klaviyo touches the whole funnel. At the top, Klaviyo drives incremental revenue when people who aren’t ready to buy sign up for email and convert later.

At the bottom of the funnel, Klaviyo helps his team boost LTV and engagement over time, with tactics like that win-back flow.

Bottom line: Klaviyo is more than an ESP. It’s a customer intelligence platform with powerful data infrastructure.

“It’s retention, it’s acquisition, it’s data insights into what your customers are browsing and doing and adding to their cart, and how often,” Jaquez says. “I don’t think you can run a Shopify site without Klaviyo.”