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Research: Klaviyo, Textual content Messaging Drive DTC Ecommerce

Klaviyo’s textual content messaging service was surprisingly standard in an anecdotal research of fifty direct-to-consumer manufacturers. The evaluate additionally discovered that almost all manufacturers used pop-ups to seize emails however didn’t seem to make use of a welcome collection.

I not too long ago researched how DTC manufacturers deploy electronic mail advertising. I created an inventory of firms primarily based on Jasper’s AI chat and Google search. I then selected websites haphazardly from every supply.

I signed up for every model’s electronic mail utilizing the shape on its house web page and a free AOL electronic mail tackle for this objective. I used BuiltWith to find out a model’s electronic mail service supplier.

I accessed every DTC web site simply as soon as. However many had A/B testing software program put in in accordance with BuiltWith, indicating I may need skilled a distinct sign-up course of on subsequent visits.

Whereas it’s not scientific, reviewing these DTC web sites uncovered 4 patterns: the widespread use of textual content messaging, ubiquitous pop-ups, in depth incentives, and a scarcity of welcome sequence messages.

Model URL Incentive Textual content Pop-up ESP
Cuts Clothes Sure Sure Sure Klaviyo
Marc’s Magic Rub No No No MailChimp
Pulp Pantry Sure Sure Sure Klaviyo
DEUX No Sure Sure, however textual content Klaviyo
The Ridge No No No Klaviyo
MUDWTR No Sure Sure Klaviyo
Feastables No Sure Sure Klaviyo
Blueland Sure Sure Sure Klaviyo
G FUEL Sure Sure Sure Klaviyo
Cometeer No Sure Sure Klaviyo
Biossance Sure Sure No Klaviyo
Ten Little No No No Klaviyo
Appointed Sure Sure Sure Klaviyo
Caraway Sure Sure Sure Klaviyo
JuneShine No Sure Sure Klaviyo
Trace No Sure Sure Klaviyo
Lovevery No No Sure MailChimp
Allbirds Sure No Sure Iterable
Saatva No Sure Sure MailChimp
Peloton No No No Customized
Quip Sure Sure Sure MailChimp
Outer Sure Sure Sure Klaviyo
Nutrafol Sure Sure Sure Different
Away Sure No No Different
Warby Parker No No No Different
Casper No No No Different
Beltology Sure No Sure Klaviyo
Bombas Sure Sure Sure Different
MVMT Sure Sure Sure Different
Stance No No No Klaviyo
WP Commonplace Sure No Sure Klaviyo
ROKA Sure Sure Sure Different
Pura Vida Sure Sure Sure Klaviyo
American Large Sure Sure Sure Klaviyo
AYR Sure Sure Sure Klaviyo
Bonobos No No No Different
Buck Mason No No Sure Klaviyo
Combatant Gents Sure No Sure Klaviyo
Cuyana Sure Sure Sure NetSuite
Fame and Companions No No Sure Klaviyo
Frank and Oak Sure Sure Sure MailChimp
Indochino Sure Sure Sure Different
KUIU Sure No Sure Klaviyo
Wohven Sure Sure Sure Klaviyo
Tracksmith Sure No Sure Klaviyo
Chubbies Sure Sure Sure Klaviyo
HVMN Sure Sure Sure Different
Ora https://www.ora.natural/ No No No Klaviyo
ArtLifting No No Sure MailChimp
Hubble No No No Klaviyo

Klaviyo Driving Textual content Messaging

Of the 50 DTC ecommerce websites, 31 used Klaviyo for electronic mail advertising.

Shopify invested $100 million in Klaviyo in 2022, so it isn’t stunning that each Klaviyo web site additionally used Shopify. What’s stunning is a whopping 80% of Klayivo websites requested for my cellular quantity. Of the 19 manufacturers not utilizing Klaviyo, 4 requested for my cellular quantity, bringing the full of text-seekers to 29 out of fifty.

Screenshot of a Cuts pop-up soliciting a mobile phone number in exchange for a 15% discount.

Cuts, a DTC attire retailer, presents a 15% low cost for offering a cellular quantity.

This doesn’t imply that any manufacturers are gathering cellular numbers, however they actually need them. One model, Deux (cookie dough), requested for my cellular quantity in a pop-up however not my electronic mail tackle. To subscribe by electronic mail, I needed to discover the shape within the footer.

Screenshot of Deux pop-up asking for a mobile phone number.

Duex requested for a cellular quantity in a pop-up however not an electronic mail tackle.

DTC manufacturers use textual content messages like electronic mail, together with transport and supply notifications, promotional presents, deserted cart reminders, and related. The distinction is in responsiveness. Whereas they usually have a number of electronic mail addresses and obtain many emails day by day, consumers usually have only one cell phone and obtain a lot fewer textual content messages. Thus those self same consumers are normally extra attentive to cellular communications, at the least for now.

Even earlier than reviewing these 50 websites, I used to be satisfied that textual content messaging was a high alternative for ecommerce firms. Now it could possibly be crucial.

Pop-ups Rule

Regardless of studies that customers dislike them, pop-ups appeared on 38 of the 50 on-line shops.

Some pop-ups appeared the moment my browser loaded. Others waited for me to scroll. Typically the pop-ups loaded on a number of screens, which means I needed to work together with them as much as 4 occasions — requesting my electronic mail tackle, my cellular quantity, and why I visited.

Screenshot of Bombas pop-up offering a 20% discount for new email subscribers.

Thirty-eight out of fifty DTC shops used pop-ups. This instance is from Bombas, the attire model.

Most Provide an Incentive

The subsequent development was that many of the DTC manufacturers supplied an incentive to subscribe to electronic mail advertising. Twenty-nine of the 50 supplied a reduction, free transport, or an opportunity to win one thing. Allbirds even supplied an opportunity to win a trip to New Zealand!

The most effective incentive expertise got here from websites that offered a coupon code in the identical subscription pop-up. Kuiu, a vendor of searching gear, added my coupon code to the web site’s header — prepared to make use of at checkout. That was one of the best expertise of any of the websites I visited.

Electronic mail Welcome Sequence

After I got down to evaluate the DTC websites, I used to be most within the electronic mail welcome collection.

So I signed up for the e-mail lists and waited. Then I waited extra.

Solely 4 of the manufacturers had welcome messages. Quip (electrical toothbrushes) put an electronic mail message within the AOL inbox the moment I clicked the subscribe backside. Frank and Oak (sustainable attire) and Kuiu delivered messages inside seconds. Roka (efficiency sun shades) emailed me twice within the first 20 minutes.

The 46 others took a very long time. After six hours, solely 25 had despatched a welcome message, together with many who had promised a coupon code to make use of on the primary order. The message from one of many 25 went to my spam folder.


My anecdotal research of DTC manufacturers’ use of electronic mail advertising left me with three takeaways.

First, ecommerce companies ought to experiment with textual content messaging. It’s straightforward for DTC manufacturers utilizing Klaviyo so as to add a mobile-number-capture kind to their web sites, nevertheless it doesn’t imply they execute it effectively. Thus implementing a textual content message plan might help sustain with a competitor and even outperform, maybe utilizing a text-specific device to facilitate gross sales along with sending hyperlinks.

Second, use a pop-up with a transparent incentive. If these DTC manufacturers are indicative, pop-ups are definitely worth the friction.

Third, there’s a possibility to interact with new subscribers through welcome electronic mail collection. Roughly half of the examined manufacturers don’t use one.



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