Saranoni generates 35x ROI with Klaviyo, using AI and SMS

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Saranoni makes cozy luxury blankets in a wide variety of styles including cloud-like Bamboni®, faux fur, waffle knit and more. From blankets for babies and adults to bedding and robes,, Saranoni offers something for customers of every age.

Learn how Saranoni realized Klaviyo’s strong deliverability and powerful platform was “worth the price”

Challenge

In 2023, Saranoni left Klaviyo for a different, lower-cost platform. “But it wasn’t everything we hoped it would be,” recalls Saranoni’s brand manager, Marie Nielsen.

Though the platform had email and SMS under one roof, its automation builder was limited, and creating SMS or omnichannel flows was a heavy lift. So Saranoni only had two flows set up, both email-only: a welcome flow and an abandoned cart flow.

Because email and SMS play an important part in our business, it was crucial that we capitalize on these channels more.

To export performance analytics and get the precise numbers they wanted, Saranoni’s team had to call customer service—often more than once. It was a timesuck.

Worst of all, deliverability was weak. In Google Postmaster, they could see repeated spikes in their spam complaints.

It didn’t make sense for Saranoni’s business. They have a high return customer rate—people often buy first for themselves, then as a gift. Lifecycle marketing is an essential driver of repeat purchases.

“Because email and SMS play an important part in our business, it was crucial that we capitalize on these channels more,” Nielsen says.

Solution

To go deeper with email marketing in 2024, Saranoni hired a consultant and a lifecycle marketing agency, BMO Media.

“BMO helped us realize that deliverability is so much better with Klaviyo,” Nielsen says. “That was probably the biggest thing.”

Klaviyo is worth the price you pay.

Other factors that brought Saranoni back: Klaviyo makes it easy to create multi-channel flows, and target customers based on their preferred channel. The team can retarget people who haven’t clicked an email with a follow-up SMS, for example.

Klaviyo’s dashboards are also easier to navigate than the prior platform’s. “I’m in meetings and I can pull things up really easily on Klaviyo dashboards,” says Stephanie Contreras, Saranoni’s lifecycle marketing manager at BMO Media—like the deliverability score, which Saranoni’s team now tracks on a weekly basis.

“Klaviyo is worth the price you pay,” Nielsen says.

Strategy

Since switching back to Klaviyo, Saranoni and BMO have leaned into personalization and automation, with support from Klaviyo AI. To date, the team has:

• Launched new email and SMS flows: Saranoni now has 20+ live flows, including a site abandonment flow, an SMS welcome flow, and a multi-channel low inventory flow. They’ve also launched several new welcome flow variants, tailored to different sign-up channels. “We were missing all of that before,” says Nielsen. “It’s made our funnel even stronger.”
• Optimized their pop-ups with Klaviyo AI: Using forms display optimization, Saranoni and BMO have tested many AI-generated variations on pop-up placements and timings, and identified top performers for their homepage and category pages. One winning variation drove a 14% lift in form submit rate. “I love Klaviyo AI because every brand is really different, and it helps us figure out what will convert best for Saranoni,” says Contreras—as opposed to relying on general best practices.
• Saved time on geotargeted sends with Klaviyo AI: BMO uses zip code-based segments for location-specific messaging, and Contreras often uses Segments AI to generate these segments from a text prompt. She finds it saves at least 10 minutes per segment, compared to manually inputting parameters. For more complex segments, it can save up to 30 minutes, she reports.

“I love Klaviyo AI because every brand is really different, and it helps us figure out what will convert best for Saranoni.

“We’ve seen great results with Klaviyo,” Nielsen says.

These new tactics, plus Klaviyo’s centralized analytics, prepared Saranoni’s funnel nicely for BFCM 2024. Just 6 months after their Klaviyo migration, their lifecycle funnel is ready for a high-volume season.

“Klaviyo has been the tool for Saranoni’s holiday sale planning, especially with that deliverability score and the reports and everything,” says Contreras. “We are sending more, we’re upping our cadence, we’re going broader, and I’m able to quickly look in Klaviyo to make sure everything’s healthy.”