How BetterMe Store used Klaviyo to achieve 9x YoY growth in CRM revenue
7.7x
YoY growth in CRM revenue from automated flows in 2025
10
live multi-channel flows
9x
YoY growth in total CRM revenue in 2025
BetterMe Store is part of the global wellness platform BetterMe, which combines fashion, fitness and lifestyle in a holistic approach to well‑being. Launched in 2021, the brand creates activewear and fitness equipment designed to make people of all shapes and sizes feel strong and confident. Customers worldwide, including the UK, the US, and Europe, shop mainly via digital channels, including the ecommerce store.
Learn how BetterMe Store uses Klaviyo to orchestrate email, SMS and WhatsApp
Challenge
Email had long been a core part of BetterMe Store's communication strategy, with Klaviyo as the platform behind it. But as their customer base grew globally, the team recognised that email alone wasn't enough. The brand needed more immediate touchpoints for time‑sensitive offers and key moments in the customer journey. This was particularly important in regions where messaging apps are more popular than email.
Introducing additional channels like SMS and WhatsApp using separate platforms would have created operational complexity and fragmented data. The team wanted one platform where all customer data and communications could live together so they could maintain a consistent, scalable experience across regions and channels.
Solution
With email already running on Klaviyo, adding SMS and WhatsApp was a natural next step. BetterMe Store hadn't used either channel before, and launching them within Klaviyo meant the team could avoid the complexity of standing up new tools and instead extend an ecosystem they already knew.
With email, SMS and WhatsApp all managed in one platform, Klaviyo now acts as the single source of truth for customer communications. Customer data, segmentation and automation all live in one place, making it easier to launch new channels quickly while maintaining a consistent experience. Email remains the foundation of the programme, while SMS and WhatsApp add more immediate touchpoints for customers around the world.
Running CRM through Klaviyo makes it easier to implement automation and personalisation extensively. Flows across all channels and campaigns share the same logic and segmentation, ensuring a cohesive experience for mutli-channel subscribers.
Klaviyo let us centralise email, SMS and WhatsApp in one place so we could reach customers faster and automate journeys that actually match how people interact with our brand.
Strategy
Today, BetterMe Store uses Klaviyo as a multi-channel CRM engine that supports both growth and retention, with key plays like:
- Powering CRM with cross-channel automations: Automated flows sit at the heart of BetterMe Store's Klaviyo strategy, with 7.7x YoY growth in CRM revenue from automated flows in 2025. The brand currently runs 10 live multi-channel flows that move seamlessly across email, SMS and WhatsApp. Flows are tailored based on customers' purchase history and product interests, allowing the brand to deliver more relevant and timely communications.
- Scaling mobile messaging through a complementary SMS & WhatsApp strategy: BetterMe treats SMS and WhatsApp as complementary channels within its broader mobile CRM ecosystem, optimising usage based on regional preferences, cost efficiency, and audience relevance. This approach helped drive 102% YoY growth in SMS subscribers and 8.9x YoY growth in SMS revenue attributed to Klaviyo.
Continuous A/B testing of everything from the content to the delivery, timing, and frequency, is built into this approach. Over time, this test‑and‑learn mindset has contributed to major year‑on‑year increases in total CRM, flows, and SMS revenue.
Klaviyo strikes the right balance between ease of use and powerful automation. Having all our core CRM channels in one tightly integrated platform has been a huge driver of both revenue growth and team efficiency.