Naturopathica grows Klaviyo-attributed bookings revenue 43% with help from flows

Naturopathica pioneered clean skincare when esthetician and herbalist Barbara Close founded the brand in 1995 as a modern apothecary shop. Naturopathica makes plant-based skincare products with ingredients from Aloe vera to Manuka honey—each one Leaping Bunny-certified cruelty free—and operates 4 East Coast spa locations, with more coming soon.

Learn how Naturopathica’s spa personalized their marketing with Klaviyo and Boulevard

Challenge

Personalized email marketing had worked for the ecommerce side of Naturopathica’s business. They wanted to create a similar experience for their spa patrons.

But their tech stack wasn’t ready for that.

The spa ran email marketing with a bare-bones tool. Basic segmentation posed such a challenge that they sent all emails to the same list: everyone who had booked an appointment in the past 2 years.

Measuring impact was difficult, too. Their email tool didn’t track email opens or clicks, and the built-in reporting was hard to access and digest without a robust background in performance marketing.

To ramp up personalization—and quantify its success—Naturopathica needed more modern, user-friendly software.

Solution

Klaviyo was the natural choice.

“I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation,” says Courtney Darling, VP of ecommerce and creative at Naturopathica. “It really opened things up for us.”

I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation. It really opened things up for us.

The migration was straightforward. Klaviyo’s “amazing” Boulevard integration pulled in their spa’s booking history in an “instant data sync,” Darling recalls.

Segmentation was immediately easier for the Naturopathica team to set up, and performance data more digestible. The team could see when emails drove ecommerce revenue, spa revenue, or both.

The number of team members who can use Klaviyo unassisted is 5x the number who could use their prior platform without help, Darling reports.

Strategy

Since starting with Klaviyo, Naturopathica has personalized the email experience for spa patrons with 3 new tactics:

• Timely automations: Naturopathica launched a Klaviyo flow that sends right after a customer completes an appointment, with personalized aftercare tips. Another flow sends on a customer’s birthday, with a celebratory discount code.
• Campaigns targeted to engaged subscribers: Because they weren’t able to track opens and clicks in their prior platform, Naturopathica initially defined “engaged subscribers” as people who booked an appointment in the last 6 months. But thanks to Klaviyo’s more granular performance metrics, they plan to build an engaged segment based on inbox activity.
• Geotargeted blocks within emails: The Naturopathica team now promotes their brick-and-mortar spas in ecommerce campaigns with Klaviyo’s dynamic blocks. These ensure that a “book an appointment” CTA button, for example, is only visible to customers near a spa location.

Ultimately, Klaviyo opened up new personalized marketing horizons for Naturopathica.

“It’s great using Klaviyo for personalization—it makes people realize, ‘Hey, they paid attention to me,’” Darling says. “I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.”

It’s great using Klaviyo for personalization—it makes people realize, ‘Hey, they paid attention to me.’ I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.