Force of Nature consolidates email and SMS in Klaviyo, grows revenue from flows 140%

Force of Nature empowers customers to make their own all-in-one cleaner and medical-grade disinfectant from natural ingredients. The secret sauce? Their countertop appliance uses electricity to convert tap water, plus a capsule of salt, water, and vinegar, into 2 new ingredients: hypochlorous acid (an antimicrobial) and sodium hydroxide (a detergent).

The finished formula kills 99.9% of germs and cleans just about any surface, without toxic chemicals or single-use plastic bottles.

Learn why Force of Nature left Mailchimp for Klaviyo and its “seamless” WooCommerce integration

Challenge

“We were outgrowing Mailchimp,” says Force of Nature’s CMO, Melissa Lush. “It served us well when we were starting out, but our needs evolved.”

One major growing pain: the brand wanted more synergy between their email marketing and paid media. They wanted to build granular segments of the brand’s most valuable email subscribers that they could turn into Meta lookalike audiences.

But the team kept getting the same pesky Mailchimp error: their desired segment had too many conditions, and couldn’t be created.

We were outgrowing Mailchimp. It served us well when we were starting out, but our needs evolved.

Force of Nature also wanted to ramp up A/B testing, which was “time-consuming and complicated” in Mailchimp, and set up hybrid email-and-SMS automations in a streamlined way—but their SMS was in a separate platform.

Setting up hybrid flows meant toggling between multiple tabs, and tracking the overall customer experience in a Google sheet. It was a heavy lift for a lean team.

“Whether it was on the customer acquisition side or retaining existing customers, we just knew that we needed a more powerful tool,” Lush says.

Solution

Force of Nature evaluated several options, and Klaviyo was the best fit.

“I did a demo with a couple Klaviyo competitors, and they were so complicated, I probably needed to hire people to use them,” Lush says. “It didn’t make sense for us.”

Klaviyo, on the other hand, had an intuitive interface, granular segmentation, and email and SMS marketing in one platform. Her current in-house team and agency, Power Digital, could use it without additional headcount.

I did a demo with a couple Klaviyo competitors, and they were so complicated, I probably needed to hire people to use them. It didn’t make sense for us.

Best of all, “Klaviyo has a more seamless integration with WooCommerce than other platforms that I’ve seen,” says Andrea Jordan Kattan, lifecycle marketing strategist at Power Digital.

The migration was “very smooth and easy,” says Lush. Since the switch, Force of Nature has been able to grow their email and SMS marketing program, launching 25+ new flows with Klaviyo.

“Email was always our most important channel, because we have to serve up education in snack-size pieces, and then people need reminders to come back and repurchase,” says Lush. “The growth of our program in terms of flows alone has been critical. Klaviyo definitely delivered.”

Strategy

Since starting with Klaviyo, Force of Nature has increased the sophistication of their email marketing—without any additional hires. Some new elements of their strategy include:

• Klaviyo AI segments for different customer journey stages: Force of Nature sells a variety of different starter kits, capsule packs, and capsule subscriptions. That means defining a segment of kit buyers who haven’t bought a capsule subscription, for example, involves including and excluding buyers of long lists of SKUs—and for that, the team uses Klaviyo AI. “Segments AI makes it quick and easy to build segments with as much precision as we need,” Lush says.
• Repurchase reminders, sent on SKU-specific timelines: Force of Nature currently has 49 live flows, many inviting customers to repurchase and subscribe via email and SMS. But some SKUs in the catalog last longer than others, so “at the timing level, we’ve gotten really granular,” Kattan says—maximizing the likelihood the flows send when a customers’ supply is running low.
• More efficient Meta Ads: Now that Force of Nature can create lookalikes and exclusions in Meta based on ultra-specific Klaviyo segments, their Klaviyo-informed audiences are reliably some of their top performers in Meta in terms of CAC and ROAS.

These days, Force of Nature’s revenue from Klaviyo email and SMS, and automations in particular, is on the upswing.

“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. The sophisticated tools are user-friendly and intuitive enough for a small team to use. It’s absolutely the right choice.”

Klaviyo has been the right platform for us to scale and meet our acquisition and LTV goals. We use it to make sure we’re getting the right message to the right customer at the right time on the right channel. It’s absolutely the right choice.