Urban You drives 25% of bookings revenue with Klaviyo

Urban You is a women-owned, luxury medspa with 4 brick-and-mortar locations across Michigan. Since 2017, the team of nurses, injectionists, medical estheticians and lash artists has performed services from Botox to laser hair removal and coolsculpting.

During COVID, the spa expanded into ecommerce, selling skincare products and subscriptions to on-demand self-care video tutorials. To promote their omnichannel business, the team uses the latest marketing technology, including Klaviyo.

Learn why this Michigan medspa considers Klaviyo’s ecosystem its secret weapon

Challenge

Funnily enough, Mailchimp was getting in the way of Urban You’s email marketing strategy.

The business spanned multiple digital platforms—including WooCommerce for ecommerce and WordPress for their standalone, SEO-focused blog—but operated mainly in their bookings platform.

Urban You’s team used it for everything from promotions and coupon codes to appointments and reminders.

But they couldn’t connect Mailchimp with their bookings platform—which meant they couldn’t even create a basic welcome flow for all new leads in Mailchimp. They needed a second welcome email sent through the bookings platform, too.

The system was inefficient, awkward, and increasingly expensive. Mailchimp had to go.

Solution

Klaviyo immediately caught Urban You marketing director Chelsea VanderMolen’s eye.

It could connect with the bookings platform. With its WooCommerce integration and robust open API, Klaviyo could also unite Urban You’s multi-platform tech stack. Plus, Klaviyo offered SMS, a channel Urban You had on its roadmap.

VanderMolen saw that the platform could serve as a hub for customer data and marketing operations, and scale with the medspa’s business.

Today, “we have 3 websites that go into Klaviyo,” VanderMolen says. “We have all our customer data in Klaviyo.”

We have all our customer data in Klaviyo.

Strategy

Now that she can sync all the events the bookings platform tracks with Klaviyo’s customer profiles, VanderMolen has countless new marketing opportunities at her fingertips.

Here are the top 3 things she’s excited to try:

• Stronger conversion rate optimization: VanderMolen has gained new insight into how Klaviyo campaigns with booking CTAs convert—and how she can optimize sends to maximize appointments. In May 2023, this functionality helped Urban You book 285 Klaviyo-attributed appointments.
• Treatment-specific aftercare texts: In Klaviyo, it’s easy to create an automated flow for each medspa service, so customers get relevant aftercare tips right in their inbox. VanderMolen can phase out her old workaround: emailing recent customers a universal aftercare landing page, with links to tips for every procedure.
• Better-segmented reminders to book: Every 3 months, Urban You reminds Botox customers to book their next appointment. In the bookings platform, these reminders sent to people who already had Botox appointments booked in the next 30 days. But with Klaviyo, VanderMolen can easily exclude that segment from the reminder flow, reducing confusion.

VanderMolen sees her current, more integrated tech stack as a secret weapon.

“I wouldn’t want to recommend Klaviyo to anyone else,” she says. “Do I want my competitors doing things as well? No.”

I wouldn’t want to recommend Klaviyo to anyone else—do I want my competitors doing things as well? No.