Zero Co unlocks 80% customer retention rate by switching from Hubspot to Klaviyo

Zero Co makes personal care and cleaning products. But the team isn’t just committed to hygiene at home—they’re also committed to cleaning up our oceans.

Every bottle sold from Zero Co’s product line not only helps people use fewer single-use plastics in their homes, but also funds ocean clean-up projects around the world. They’ve even created the most sustainable refill system on the planet, with Forever Bottles made from 50% ocean plastic and 50% recycled plastic.

Learn how Klaviyo helped Zero Co turn more one-time buyers into repeat customers

Challenge

In the early days, Zero Co used Hubspot to run CRM activities and retain customers.

But in order to set up the marketing automations they needed, the team had to get Hubspot to speak to Shopify—and that required relying on clunky integration customisations.

Zero Co needed to find ways to offer timely repurchasing reminders and prompt repeat purchasers to opt in to their subscription program. But without clear visibility between Hubspot and Shopify, the only way to do this was by running redundant, duplicate flows—not to mention wasting hours tagging contacts, updating lists, and manually segmenting audiences.

“We had all of this crazy complexity built into our old platform, Hubspot,” says Mike Smith, founder of Zero Co. “We had 25 different flows and 20 emails in each flow, which created a really convoluted system that made it hard to analyse results.”

Solution

Zero Co joined forces with performance marketing agency Ecom Nation, which helped them switch from Hubspot to Klaviyo 18 months ago.

Within 6 weeks, Ecom Nation facilitated the migration of a large set of automated flows for Zero Co into Klaviyo, optimising and removing redundancies along the way.

“When I was first exposed to Klaviyo, I was very impressed with how the platform was geared toward helping retailers make smarter decisions with data,” explains Mal Chia, co-founder and managing director of Ecom Nation. “With Klaviyo, we can build out advanced automated flows to create an engine of growth for the clients we work with, like Zero Co.”

When I was first exposed to Klaviyo, I was very impressed with how the platform was geared toward helping retailers make smarter decisions with data. With Klaviyo, we can build out advanced automated flows to create an engine of growth for the clients we work with, like Zero Co.

Now, thanks to Klaviyo’s suite of 350+ pre-built integrations, Zero Co has email seamlessly integrated not only with Shopify, but also with platforms like Facebook Ads. The ability to effectively target engaged prospects across multiple channels has helped drive a 43% increase in first-time customers since switching to Klaviyo.

Strategy

Since switching to Klaviyo, the Zero Co team can pinpoint which customer behaviours indicate they’re primed and ready to opt in to a subscription. Now, subscriptions account for 30% of Zero Co’s returning customers—and they’ve seen a 40% increase in average weekly subscription sign-ups.

With Klaviyo, Zero Co has scored an 80% customer retention rate by:

• Building out a 6-month post-purchase flow to boost subscription uptake, retargeting customers across email, SMS, and Facebook Ads to increase conversion rate and turn one-time purchasers into loyal subscribers.
• Leveraging advanced replenishment flows to remind shoppers to repurchase, triggered by data that shows when customers are likely to be running low on a specific product.
• Rolling out mission-driven content programs at speed and scale, such as communication around Zero Co’s Sustainable Schools Program, which uses one master flow that is duplicated and customised for each school with ease—no manual tagging or hands-on list updates required.

“Klaviyo has been one of the key tools we’ve used to manage customer retention, with the ability to segment audiences and talk to different people about our different types of offers, products, and impact initiatives,” Smith explains. “The longer we can keep customers using our products, the longer they’re not using single-use plastics—and the more they’re contributing to our ocean clean-up projects.”

Klaviyo has been one of the key tools we’ve used to manage customer retention, with the ability to segment audiences and talk to different people about our different types of offers, products, and impact initiatives.