How leading brands boost performance by merging email and SMS in Klaviyo

Many brands believe they need separate platforms for email and SMS marketing.

But this siloed approach leaves significant potential untapped. By consolidating these channels on a single platform like Klaviyo, businesses are discovering a powerful synergy that supercharges their marketing efforts.

Consolidation is more than just a matter of convenience. In practice, it unleashes the full potential of your customer data. When email and SMS data flow into one platform, you gain a comprehensive view of your customers, enabling more precise targeting, personalized messaging, and cohesive customer journeys.

Merging email and SMS offers the following key benefits:

But don’t take our word from it. Here, learn how 6 leading brands have found success by consolidating email and SMS in Klaviyo.

1. Tata Harper: using AI to grow both email and SMS lists

Tata Harper, a pioneer in plant-based skincare, discovered a potent recipe for success by consolidating their email and SMS marketing—and sign-up forms—in Klaviyo. This meant they could create two-step sign-up pop-ups that generated subscribers for both channels, and use Klaviyo AI to optimize them.

The Tata Harper team used Klaviyo’s AI-powered forms display optimization, which autonomously generated 20 variations of their mobile and desktop sign-up pop-ups, testing various combinations of placement, timing, and design across desktop and mobile platforms. This level of granular testing would have been challenging, if not impossible, with siloed data systems.

Within just 30 days of launching the winning versions, Tata Harper saw a 65% increase in form submissions. That’s not a cosmetic improvement—it’s a significant boost in the brand’s ability to capture and engage potential customers.

“The platform’s turnkey solution enables brands to easily leverage their customer data and utilize AI to make real-time optimizations, drive strategy, and stay at the forefront of marketing,” says Heidi Jessop-Maund, SVP of digital at Tata Harper.

Key takeaways for your brand

By unifying email and SMS data, you can gain:

• A more comprehensive understanding of customer behavior across channels
• The ability to leverage AI tools more effectively for optimization
• Opportunities for more sophisticated, data-driven testing and iteration

2. Laura Geller: accessing powerful testing insights

Laura Geller, a celebrated name in the makeup industry known for products for mature skin, knew firsthand the challenges of splitting email and SMS marketing across two platforms. The beauty brand is one of 5 in AS Beauty Group—and in total, those 5 brands once used 4 different email and SMS marketing platforms.

“When you have email and SMS running from two different places, it’s a nightmare,” says Katherine Cabe, senior director of retention at AS Beauty Group. “Your data isn’t in one place, so you’re reducing the power of the data you own.”

After consolidating both channels in Klaviyo, Laura Geller was able to run a sophisticated 30-day test across email and SMS to evaluate the high-volume approach they had launched with their most engaged subscribers. They found that sending the full volume of both email and SMS drove the best results—across all their customer segments.

“It’s given us confirmation that we are not scaring our customers away or costing ourselves from a profitability standpoint to have such high send volume,” says Cabe—and it’s contributed to 3.9x growth in quarterly SMS revenue overheir first year with Klaviyo SMS.

“The unlock is almost immeasurable for us to have email and SMS in Klaviyo,” Cabe adds. “Now we see a customer’s journey, every touchpoint they get, and every way they interact with us, and we can act on that data.”

Key takeaways for your brand

When you consolidate email and SMS data, you can gain the ability to:

• Run sophisticated tests that reveal true customer preferences.
• Challenge assumptions about your audience’s channel preferences.
• Make confident decisions about messaging frequency.
• Measure the real impact of multi-channel campaigns.

3. Made In: powering personalization at every touchpoint

By bringing email, SMS, and reviews under one roof in Klaviyo, cookware brand Made In gained a comprehensive view of their customer’s behaviors and preferences. This consolidation strategy enabled them to create sophisticated, branching customer journeys.

For instance, when new subscribers interact with specific product collections in the welcome flow—say, non-stick cookware—they’re funneled into relevant interest-based segments. This dynamic segmentation ensures that future communications, whether via email or SMS, are hyper-relevant to each customer’s demonstrated interests.

The brand also leveraged this unified data to tailor SMS messaging to less-engaged email subscribers, reactivating dormant contacts. They adjusted content and offers based on a customer’s preferred channel and engagement history, creating a “surround-sound” retention program with consistent messaging across touchpoints.

Made In’s significant growth as a result of these strategies underscores the power of delivering consistent, personalized messages across channels.

Key takeaways for your brand

By unifying your email and SMS efforts, you can:

• Develop a deeper understanding of your customers across all touchpoints.
• Create personalized experiences that resonate with customers based on where they are in their buying journey.
• Improve messaging and brand consistency across channels.

4. Happy Wax: saving time and financial resources

When your customer data lives on different platforms, you might be losing money without realizing it. That’s what Happy Wax, a maker of flame-free home fragrance systems, discovered when they looked closely at their fragmented tech stack.

Their email lived in Klaviyo, SMS in Postscript, and reviews in Stamped. This split created 3 major challenges: confusing attribution, inflexible SMS costs, and, worst of all, limited personalization capabilities. The team couldn’t target customers on their preferred channels or customize their review automations effectively.

“We were literally throwing away money,” says Rachel Fagan, Happy Wax’s VP of marketing.

After consolidating all 3 channels in Klaviyo, Happy Wax unlocked a 10%+ reduction in total cost of ownership—plus new ways to personalize their customer experience:

• They built a segment of SMS-preferred customers (those who only clicked texts in the last 30 days) and stopped sending them emails.
• They created smart review follow-ups that automatically alert customer service when someone leaves a low rating, enabling the team to offer a new scent free of charge.
• They use Klaviyo AI to dynamically insert the most relevant customer reviews into abandoned cart emails—for example, showing testimonials about specific products that shoppers left in their carts.

“Having everything in one place is a game changer,” says Fagan. “Everything is just so much more tailored to the customer, which then increases loyalty, increases purchase frequency, and will also affect our lifetime value.”

Key takeaways for your brand

Consolidation can help you simplify your tech stack, but the benefits don’t stop there. You can also gain:

• Flexible pricing that matches your actual messaging needs
• The ability to personalize every interaction based on complete customer data
• Automated workflows that turn customer feedback into meaningful action

5. Force of Nature: building more precise, sophisticated segments

Force of Nature, which helps customers make eco-friendly cleaning products at home, discovered a crucial business lesson firsthand: when your email and marketing platforms don’t talk to each other, you might miss opportunities to engage customers at critical moments.

Before switching to Klaviyo, Force of Nature kept hitting roadblocks with their existing platform, Mailchimp. They couldn’t build the sophisticated segments they wanted—the system would send errors saying their segments had too many conditions.

“We were outgrowing Mailchimp,” says Force of Nature’s CMO, Melissa Lush. “Whether it was on the customer acquisition side or retaining existing customers, we just knew that we needed a more powerful tool.”

After consolidating their email and SMS marketing in Klaviyo, Force of Nature unlocked new capabilities they couldn’t access before—including hybrid replenishment flows, sent on SKU-specific timelines, which invite customers to repurchase and subscribe to specific products.

Because some SKUs last longer than others, the timing of the flows is extremely granular—maximizing the likelihood that they send when a customers’ supply is running low.

The results show the power of combining hybrid flows with ultra-specific, time-sensitive messaging: 140% YoY growth in revenue from Klaviyo flows.

“Klaviyo has been the right platform for us to scale and meet our acquisition and LTV goals,” says Lush. “We use it to make sure we’re getting the right message to the right customer at the right time on the right channel.”

Key takeaways for your brand

This use case shows that when you consolidate your marketing data on one uber-capable platform, you can:

• Build more sophisticated customer segments with fewer technical limitations.
• Create precise, timely omnichannel automations based on customer behavior.
• Use your first-party data more effectively for acquisition.

6. Frances Valentine: unlocking high-ROI automations

When Frances Valentine, a women’s apparel brand, tried to build automated flows while running email in Klaviyo and SMS in Attentive, they discovered that SMS follow-ups after emails could drive conversions—especially for their higher-priced items that customers rarely buy on impulse.

But with split platforms, creating these multi-channel flows was nearly impossible.

They also struggled with basic SMS automation. They couldn’t easily send automated texts when items came back in stock, track multi-channel form sign-ups, or measure conversion rates on landing pages with SMS forms.

After consolidating both channels in Klaviyo, Frances Valentine drove 21.8x ROI from Klaviyo SMS in just 8 weeks, in part by transforming their automation strategy:

• They added SMS to only their highest-intent flows first: abandoned check-out and back-in-stock.
• They integrated SMS with Gorgias, ensuring that when a customer replies to an SMS message, it opens a ticket—and results in a human response.
• They gained the ability to A/B test sign-up form timing and creative, and track form performance accurately.

Key takeaways for your brand

Managing SMS on one platform and email on another doesn’t just create extra work—it can actually prevent you from responding promptly to high-intent moments, like:

• When a customer proceeds to check-out but doesn’t place an order
• When a customer wants to know when a specific product becomes available again
• When a customer replies to a text message with a question

Boost your growth with consolidated email and SMS marketing in Klaviyo

Consolidating your email and SMS marketing in Klaviyo can dramatically improve your overall marketing strategy.

You’ll gain a unified view of customer behavior, enabling more precise targeting and personalization. Operational efficiency improves as you manage all communications from one platform. Your messaging becomes more consistent and impactful across channels.

The success stories we’ve explored demonstrate the power of this kind of unification.

Take a moment to evaluate your current marketing set-up. Are siloed systems holding you back? Consider the potential of consolidation with Klaviyo to elevate your marketing efforts and drive meaningful results for your business.