Glow25 expands to 4 countries with Klaviyo and WooCommerce

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Glow25 is on a mission to prove age really is just a number. With over 40,000 5-star reviews, the beauty brand is known for its high-quality collagen powder that promotes well-being and a youthful glow at any age. Their natural lifestyle products and recommendations can help customers achieve firmer skin, shinier hair, stronger nails, and more mobile joints.

Learn how Glow25 used Klaviyo to optimise their post-purchase experience

Challenge

Glow25 knew they had a product customers loved. But with just one team member dedicated to Klaviyo, they were failing to use the platform to its full potential—a problem that was exacerbated as the business began to grow into more European countries. 

Because Glow25 hadn’t yet built out sophisticated enough segments, a batch and blast approach meant too many emails were failing to reach inboxes, and that unrealised revenue was eating into the bottom line. 

Post-purchase messages were also failing to send at the correct times, leaving customers frustrated over deliveries. With c.400,000 customers, Glow25 was leaving a huge amount of potential revenue on the table.

Solution

Glow25 realised that growing into new markets was a key component to achieving their revenue goals, and looked into leveraging Klaviyo to make that happen.

They turned to Mailody, a Klaviyo Master Elite partner agency that specialises in email, Whatsapp, and print mailers. Mailody immediately went about improving email deliverability—a crucial step given Glow25’s international growth.

“Glow25 sells into other EMEA regions, so we added multi-language accounts for France, Benelux, and Switzerland with Klaviyo Portfolio,” explains Tizian Bauer, COO at Mailody. “Now, each region is served by a different Klaviyo account, all hosted from a dedicated IP.”

This helped reduce bounce rates 63.59% YoY between January and September 2024, and spam rates 37.5% in the same time frame.

With the technical side addressed and deliverability standards tested weekly, Bauer’s team began setting up the marketing foundations that Glow25 was missing.

“We built out the basics, like abandoned cart, and post-purchase, and helped create templates and automations,” Bauer says. “Thanks to Klaviyo’s WooCommerce integration, our multi-language accounts are incredibly easy to handle. We just duplicate the account, set up the flows, translate them, and we’re good to go.”

Mailody also trained the Glow25 team on using the Klaviyo features that would drive the most impact. “Previously we sent campaigns on their behalf,” says Bauer. “In just one call they learned how to set up templates and campaigns themselves,” says Bauer.

Strategy

Now, instead of sending all their content to everyone, Glow25 segments based on engagement. With Mailody’s help, they now have 35 active flows, including post-purchase surveys, first-purchase anniversary, and winbacks. “We have strong open rates and deliverability across key email servers like T-Online, Freenet, Microsoft, and Gmail,” says Bauer. 

This smarter segmentation approach, combined with deliverability best practices, led to an 18% increase in Klaviyo-attributed conversions from Glow25’s flows in the first 6 months of 2024 compared to the previous year.

“My favourite Klaviyo feature is the Deliverability tab,” adds Bauer. “It means we can focus on setting up campaigns with the best visuals and copy, knowing that we’ll land in our customers’ inboxes.”

With smarter segmentation, Glow25 has made previously unreliable post-purchase flows more targeted. “Now we can push specific up-sells,” Bauer says. “High quality long-form content that’s educational combined with smart sales are working really well.” 

It’s an approach that’s working; 10 months into 2024, Glow25’s flows have earned a 50.4% increase in conversion value compared to the same time period in 2023.