Brodo grows Klaviyo revenue 293% with help from WooCommerce integration

---

Brodo specializes in bone broth flavorful enough to drink from a mug. The brand began in 2014, when founder and James Beard Award-winning chef Marco Canora started serving his broth from the takeout window at Hearth in New York. Since then, Brodo has spun off into an ecommerce business, with broths in 8 flavors made from everything from chicken feet and oxtails to mushrooms.

Learn why Brodo chose Klaviyo email and SMS to support their subscription-heavy ecommerce business

Challenge

Brodo isn’t your typical ecommerce brand.

“Product subscriptions are a meaningful part of our business,” says Carly Smith, Brodo’s ecommerce customer experience specialist.

That meant Brodo needed a tech stack that accommodated a la carte and recurring orders—and empowered them to send personalized messages to different types of customers.

As a lean team whose members wear many different hats, they needed their tools to be easy to use, too.

Solution

Brodo decided to use WooCommerce and Klaviyo as their core ecommerce tech stack.

WooCommerce let them sell product subscriptions natively, without any costly additional plug-ins—and Klaviyo’s pre-built WooCommerce integration let them pull relevant ecommerce data into their B2C CRM with a few clicks.

“There are other platforms where it’s very noticeable that it’s not integrated well with WooCommerce,” says Smith. “I never have that feeling with Klaviyo.”

There are other platforms where it’s very noticeable that it’s not integrated well with WooCommerce. I never have that feeling with Klaviyo.

And Klaviyo’s powerful segmentation made it easy for Brodo to send targeted messages—emails, and now SMS, too—to mutually exclusive, comprehensively exhaustive segments.

For instance, Brodo can send different messaging to people who have purchased product subscriptions and people who haven’t—or send an SMS to SMS subscribers and an email to non-SMS subscribers.

“As a small company, using Klaviyo for both email and SMS results in a more integrated customer experience, and it’s one less platform to manage,” says Andrew Garner, Brodo’s CEO.

Strategy

Today, Brodo uses Klaviyo and WooCommerce to create a cohesive, personalized customer experience across email and SMS—one that rewards SMS subscribers, and avoids overmarketing to customers with product subscriptions. Tactics include:

• Sending deals to SMS subscribers first: Brodo’s SMS subscribers get early access to the brand’s rare discounts. “It makes them feel special and drives a lot of engagement,” Smith says—the exclusivity adds a touch of urgency to the messaging.
• Launching a multi-channel abandoned cart flow: The Brodo team added an SMS to their abandoned cart flow, so that dual subscribers got an SMS reminder to buy first, then an email. Revenue from that flow jumped more than 7x YoY in its first 6 months with an SMS component.
• Targeting a la carte shoppers: With Klaviyo segmentation, Brodo can easily exclude product subscribers from marketing campaigns, reserving the bulk of their purchase and subscribe CTAs for prospects and a la carte shoppers.

Smith is excited by the results Brodo has already been able to drive with Klaviyo and WooCommerce.

“We have a small team doing a lot of different things, but with Klaviyo I’m still able to get our SMS and email to a place where they’re driving revenue effectively,” Smith says. “That’s a huge win.”

And Brodo still sees plenty of opportunity to grow. “I suspect we’re using a fraction of the capability in Klaviyo,” Garner says.

We have a small team doing a lot of different things, but with Klaviyo I’m still able to get our SMS and email to a place where they’re driving revenue effectively. That’s a huge win.