PrettyLitter grows revenue from flows 44% YoY in first month with Klaviyo SMS

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PrettyLitter, a member of the Mars brand family, makes health-monitoring cat litter that helps catch feline health problems early. The secret sauce: the lightweight, odor-controlling silica gel crystals in the litter change color when they come in contact with urine—to mark it as normal, or to flag potential health problems. It’s cat litter and preventative care, rolled into one and delivered straight to your door.

Learn how PrettyLitter unlocked efficiency after consolidating email + SMS in Klaviyo

Challenge

PrettyLitter wanted to create a cohesive experience across their email and SMS channels.

But with email and SMS running on two separate platforms, they kept running into technical difficulties.

“It was hard to keep everything in sync,” recalls Matthew Seifert, VP of CRM at PrettyLitter.

Syncing opt-in data between the two platforms—so PrettyLitter could target or exclude SMS subscribers in emails, for example—required constant, laggy API calls.

It was hard to keep everything in sync.

“It just wasn’t effective,” recalls Seifert. “It was really difficult to maintain.”

As a subscription-focused DTC brand, PrettyLitter couldn’t allow this kind of gap in their lifecycle marketing.

They needed a more sophisticated, unified marketing platform that could process data in real time.

Solution

PrettyLitter has a lean team, and that means service is a top priority when evaluating a tech partner. In fact, years prior, PrettyLitter left Klaviyo in search of more white glove service.

But when they revisited Klaviyo in 2023, “the service side of Klaviyo had done a 180,” Seifert says. “Customer success and chat support were really responsive, and every person we talked to was even more helpful than the previous. It was amazing.”

On the technical side, Klaviyo also stood out for its powerful segmentation and flows. The platform allowed PrettyLitter to launch site and browse abandonment flows, which weren’t possible with their previous provider.

Our team couldn’t believe how easy Klaviyo was to use. It was so simple for us to go in and create sends without having to do SQL queries or understand a relational database.

They could also better track event dates in Klaviyo, like last order dates, and target lapsed customers with win-back flows.

“Our team couldn’t believe how easy Klaviyo was to use,” Seifert says. “It was so simple for us to go in and create sends without having to do SQL queries or understand a relational database.”

Pretty Litter moved email to Klaviyo first, then SMS. Running both channels in one place meant centralizing real-time opt-in and performance data—with no more lags and much fewer webhooks.

Consolidation also drove quick efficiency wins, reducing time spent on email and SMS execution and reporting by an estimated 15%.

Strategy

The PrettyLitter team moved quickly with Klaviyo SMS. In just over a month using the channel, they’ve sent 20+ SMS campaigns, mostly to subscribers who haven’t purchased yet. They also launched 23 SMS flows, mostly for existing customers—including cross-sell, up-sell, and win-back flows.

Out of all the flows, some of the most impactful are SMS automations that let customers update their subscriptions by texting a keyword, created with Klaviyo’s Recharge integration.

One of these automations is sent to customers a week before their subscription is scheduled to ship, prompting them to reply with “SHIP” if they’d like to receive their order early. If they opt for early delivery, they are invited to text “UPDATE” to adjust their subscription to ship more frequently in the future.

“They only have to text two keywords to manage the delivery and cadence of their subscription,” Seifert says. “That’s important for us, because it’s a really strong retention play that lets customers self serve.”

PrettyLitter has also started experimenting with targeting customers on their preferred channels, and sending SMS follow-ups to email campaigns.

“I want to see how much deeper we can get with Klaviyo SMS,” Seifert says. “Even though we have well over 20 SMS flows right now, we’re only scratching the surface. We’re playing around in the sandbox now, and we’re really excited about figuring out how to continue to use SMS and Klaviyo’s upcoming conversational SMS feature in a really effective, efficient way.”

We’re really excited about figuring out how to continue to use SMS and Klaviyo’s upcoming conversational SMS feature in a really effective, efficient way.