Josh’s Frogs grows Klaviyo revenue 34% while sending less, with help from Marketing Analytics

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Josh’s Frogs is a DTC exotic pet store, specializing in live amphibians. One of the world’s largest poison dart frog breeders, the retailer sells captive-bred frogs and reptiles to avoid harm to wild populations—plus all the supplies to meet exotic pets’ exotic needs, like live crickets and feeders insects. To keep their subscribers in the loop on sales, pet supply subscriptions, and more, Josh’s Frogs relies on Klaviyo.

Learn how Josh’s Frogs used Klaviyo’s B2C CRM for everything from RFM segmentation to SMS

Challenge

When Josh’s Frogs’ email marketing manager Evan Klinkoski started in 2019, the brand mainly used Klaviyo for daily newsletters, which they sent to the bulk of their list.

They sent transactional emails, too, but via a different platform: Magento 1, their ecommerce provider. It had a lot of technical and performance issues—one of which was that transactional emails were a black box.

“Marketing did not have direct access to transactional messages, even through Magento,” Klinkoski recalls. “That was a big challenge: we wanted to have more hands-on access to that touchpoint.”

More editable, trackable transactional emails would let them create a more cohesive, branded email aesthetic, and track email engagement more accurately.

But to get there, they needed to retool their tech stack.

Solution

Josh’s Frogs made the move to a fully custom site, and moved their transactional emails into Klaviyo.

This let the team align marketing and transactional messages more closely by adding dynamic, personalized educational blocks and a promotional header to transactional emails. Klinkoski could also segment and target the brand’s audience more strategically with all email engagement data centralized in Klaviyo.

Since the initial migration, Josh’s Frogs has continued consolidating their tech stack and messaging in their Klaviyo account, so it now houses:

• Custom ecommerce store data
• Transactional email flows
• A net-new Klaviyo SMS channel
• A customer service integration, which generates a service ticket whenever someone responds to a marketing email
• Klaviyo’s Marketing Analytics, which enables RFM segmentation and deeper data analysis

Having all this functionality consolidated in one place helps Klinkoski create a more personalized, relevant customer experience as a retention team of one.

“I’ve been the only one doing email and SMS marketing for as long as I’ve been at Josh’s Frogs,” he explains. “Having more data in Klaviyo, and being able to use Marketing Analytics to customize it, understand and visualize it more effectively, and then act on the insights—that allows me to convert customers more effectively. It’s a force multiplier.”

Having more data in Klaviyo, and being able to use Marketing Analytics to customize it, understand and visualize it more effectively, and then act on the insights—that allows me to convert customers more effectively. It’s a force multiplier.

Strategy

Today, Josh’s Frogs uses Klaviyo differently than when Klinkoski first joined the team. The retailer sends fewer general newsletters, and more targeted sends and automation focused on engaged customers.

A key element of this shift: Klaviyo’s Marketing Analytics, which gives Josh’s Frogs access to RFM segmentation—6 mutually exclusive segments based on the recency, frequency, and monetary value of subscribers’ engagement.

So far, Josh’s Frogs has launched 4 flows triggered by customers entering new RFM segments. In the last 3 months, they drove $5,400+ in revenue.

These flows encourage repeat purchasing, incentivizing one-time customers who enter the at-risk segment to purchase a second time, and recommending fresh products to customers who enter the loyal segment.

They can make an impact without major creative investment, too. “I set up some of our RFM flows in 5 minutes, and I was surprised to see the number of conversions they were driving just based on sending it at the right time,” Klinkoski says.

Marketing Analytics also allows Klinkoski to create up to 50 custom metrics in Klaviyo—like a metric that aggregates Klaviyo-attributed ecommerce and subscription revenue, for a clearer picture of total impact.

This has all helped the brand drive efficiency wins in the last year. Josh’s Frogs’ Klaviyo-attributed revenue grew 34% YoY in 2024, and the total number of email and SMS messages they sent dropped 12% YoY.

“Klaviyo provides a lot of value and scalability, and it’s grown with us,” says Klinkoski. “We’ve added more Klaviyo services to our lineup that are all available within one dashboard, and new features like RFM analysis give us more key events, and more opportunities to send timely automations that drive more retention.”

We’ve added more Klaviyo services to our lineup that are all available within one dashboard, and new features like RFM analysis give us more key events, and more opportunities to send timely automations that drive more retention.