Klaviyo’s flexible pricing drives 32.5x ROI for Emu Ridge

Emu Ridge is a family-owned eucalyptus oil distillery that has operated for 20+ years on Kangaroo Island, a popular Australian tourist destination. Eucalyptus oil is a natural disinfectant and stain remover that was one of Australia’s first exports; guests learn all about it on tours of the distillery. Emu Ridge also sells its oils and a range of natural products out of an on-site shop and online, using tools like Klaviyo to engage customers all over the world.

Learn why Emu Ridge went from Mailchimp user to Klaviyo evangelist

Challenge

When Beverley Turner discovered she needed brain surgery, she knew Emu Ridge had to leave Mailchimp. She had configured the freemium software in a complicated way to hit budget goals, splitting Emu Ridge’s list across multiple Mailchimp accounts—and no one else understood the set-up.

“It was just ridiculous what we were doing,” Turner says.

To hand off email marketing to her team, she needed an affordable, centralized, collaboration-friendly software that integrated with Emu Ridge’s WooCommerce store.

Solution

For advice, Turner messaged an ecommerce thought leader she followed on Facebook: Ezra Firestone, CEO and founder of BOOM by Cindy Joseph.

He suggested a marketing automation platform she’d never heard of before: Klaviyo.

It was a fit for Emu Ridge, her research showed. It integrates with WooCommerce, allows for multiple users, and costs less than top competitors because pricing is linked to active profiles, not total contacts.

Migrating from Mailchimp to Klaviyo was simple, with help from in-house IT and Klaviyo support. “It all runs very smoothly,” Turner says.

It all runs very smoothly.

Strategy

In the past 5+ years, Turner has recovered nicely from her operation, and Klaviyo has become an invaluable piece of Emu Ridge’s tech stack. A few key benefits:

• Klaviyo boosts the LTV of tourists: One-time visitors often pop into Emu Ridge on vacation, and email sign-up CTAs throughout the distillery—built into the in-person check-out flow, and printed in brochures—help convert tourists into subscribers and repeat customers.
• Klaviyo analytics help Emu Ridge cut excess automations: Early on, the distillery’s abandoned cart flow had 3 emails, but Klaviyo’s email-by-email analytics showed the last one drove almost no revenue. To avoid “pestering” subscribers, Turner cut it.
• Klaviyo is affordable:  Emu Ridge sends a campaign to their full list 4x a year—and that costs less on Klaviyo than it does on alternatives like HubSpot, Turner finds.  That helped drive a 32.5x Klaviyo ROI in 2022. “Klaviyo is really cost-effective,” Turner says. “That’s why I recommend it.”

Klaviyo is really cost-effective. That’s why I recommend it.