Who Uses Klaviyo? A Deep Dive into Its Top Customers & Success Stories

‍Introduction

When it comes to email and SMS marketing for e-commerce brands, Klaviyo has become the gold standard. With its powerful automation engine, seamless integrations, and deep analytics, it is now considered the backbone of retention marketing for thousands of high-growth ecommerce companies. 

But what kinds of businesses use Klaviyo? What industries are seeing real results? And most importantly, how are they leveraging it to drive millions in revenue? 

In this article, we’ll explore who uses Klaviyo, highlight top brands that live by it, and unpack the real-world success stories that prove why this platform is trusted by so many.

Let’s get right in.
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What Makes Klaviyo So Popular?

Unlike generic email platforms, Klaviyo is built specifically for e-commerce. Its key differentiators include:

• Native integrations with platforms like Shopify, WooCommerce, and BigCommerce
• Real-time segmentation that updates instantly based on customer behavior
• Revenue attribution that shows exactly how much each email or SMS is earning
• A/B testing tools that go beyond subject lines into content, flow logic, and timing
• Predictive analytics, like expected next order date and churn probability

This is why brands trust Klaviyo to manage their most critical customer relationships.

Industries That Use Klaviyo the Most

Klaviyo is built for eCommerce, but let’s break that down even further. Here are the top industries leveraging Klaviyo today:

1. Fashion & Apparel

This is one of Klaviyo’s biggest user bases, and for good reason.

Fashion brands live and die by trend cycles, seasonal drops, and fast customer engagement. Klaviyo’s real-time data triggers and dynamic product blocks help fashion brands personalize every message, driving urgency and conversions.

Popular flows include: Back-in-stock, new arrivals, and abandoned cart recovery.

Examples of fashion brands using Klaviyo:

• Gymshark: Known for high-performance email campaigns and major launch hype.
• Taylor Stitch: Uses Klaviyo to highlight its craftsmanship and build loyalty.
• Chubbies Shorts: Uses Klaviyo to deliver personality-packed emails that convert.

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2. Beauty & Skincare

Beauty brands often have high repeat purchase rates. With Klaviyo, these brands automate refill reminders, product education, and personalized product recommendations based on skin type or past orders. 

It’s perfect for building customer trust and keeping them coming back.

Popular flows include: Post-purchase skincare routines, VIP early access, and review requests.

Examples of beauty brands using Klaviyo:

• Glossier: Sends sleek, on-brand flows that mirror their cult following.
• Ilia Beauty: Uses automation to educate buyers on product benefits and routines.
• Peace Out Skincare: Leverages UGC and reviews through Klaviyo’s integrations.

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3. Home Goods & Lifestyle

Home brands that sell products like candles and furniture are scaling with Klaviyo. These products often have longer buying cycles, so Klaviyo’s flows help keep the brand top of mind. 

Abandoned cart emails, lookbook-style campaigns, and educational content drive both inspiration and sales.

Popular flows include: How-to guides, styling tips, and refer-a-friend campaigns.

Examples of home & lifestyle brands using Klaviyo:

• Brooklinen: Known for its email flows that pair product recommendations with lifestyle vibes.
• Public Goods: Educates consumers on sustainable living through automated content.
• The Sill: This uses emails to teach plant care and promote repeat purchases.
  
  

4. Food & Beverage

With consumable products, there’s a huge opportunity for reordering and subscriptions. 

Klaviyo lets these brands set up flows for replenishment reminders, subscriber education, and personalized offers based on dietary preferences or product usage.

Popular flows include: “Your next order’s due” reminders, recipe emails, and bundle upsells.

Examples of food & beverage brands using Klaviyo:

• Magic Spoon: Sends tailored campaigns based on flavor preferences.
• OLIPOP: Uses storytelling and vibrant design in its flows.
• Daily Harvest: Automates onboarding, usage tips, and retention.

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5. Health & Wellness

Supplement brands, fitness companies, and holistic wellness stores use Klaviyo to nurture customers with content-rich campaigns, habit-forming reminders, and subscription upsells.

Popular flows: Product education, customer milestone flows, and winback campaigns.

Examples of health & wellness brands using Klaviyo:

• Relaxium: A popular sleep supplement brand worked with Pro Marketer and gained a 399% increase in Klaviyo-attributed revenue.
• Onnit: Sells supplements and wellness gear with strong email engagement.
• Moon Juice: Builds community through editorial-style campaigns.

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6. Subscription Boxes

Subscription ecommerce largely depends on retention. Klaviyo powers this through cancel-save flows, renewal reminders, and “what’s in this month’s box” teasers. It also uses predictive analytics to reduce drop-offs and upsell.

Popular flows: Subscription confirmation, monthly sneak peeks, and cancellation surveys.

Examples of subscription brands using Klaviyo:

• Scentbird: Uses email to personalize fragrance subscriptions.
• BarkBox: Uses fun, dog-friendly content to drive loyalty and retention.
• FabFitFun: Uses segmentation to promote new box reveals and add-ons.

Let’s take a quick look at some case studies and results.

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Real Success Stories & Results

According to Klaviyo’s data, brands using Klaviyo automation flows generate an average of 29% of their total revenue from email alone. Below are some real success stories.

1. ICONIC London: Boosting ROI with Klaviyo

ICONIC London, a luxury makeup brand, transitioned from DotDigital to Klaviyo to improve their email and SMS marketing strategies. 

Within a year, they achieved a 12.5x return on investment (ROI) from their email and SMS campaigns. Additionally, they experienced a 197% increase in UK SMS revenue and a 130% rise in email open rates. 

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2. Laird Superfood: Personalization Drives Revenue

Laird Superfood, a health-focused brand, used Klaviyo's personalization tools to refine its email marketing. By tailoring messages based on customer behavior and preferences, they achieved a 102% year-over-year increase in email revenue. 

In 2022, 60% of their e-commerce revenue was attributed to email campaigns, and they saw an 87% jump in campaign open rates in November of that year.

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3. Fire Department Coffee: Segmenting for Success

Fire Department Coffee, a veteran-owned coffee company, sought to improve its email marketing by segmenting its audience based on purchase behavior. 

After switching from Mailchimp to Klaviyo, they experienced a 95% increase in email open rates, a 36% growth in subscribers, and a 63% rise in revenue attributed to Klaviyo over 18 months. 

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4. Alessi: Transforming Email Marketing

Alessi, an Italian design company known for its kitchenware, revamped its email marketing strategy using Klaviyo. 

Between 2019 and 2021, they achieved a 1,881% increase in email revenue. During Black Friday 2021, 40% of their revenue was generated through email campaigns, and they experienced a 40x increase in email list growth during the same period. 

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Why These Brands Chose Klaviyo

1. Easy-to-Use Automation

Drag-and-drop flows, intuitive logic, and prebuilt templates make it easy to launch high-performing automations (even without a full-time marketer).

2. Seamless Shopify Integration

Klaviyo’s native Shopify integration brings in customer data in real time, letting brands trigger flows based on purchase behavior, browsing, cart activity, and more.

3. Revenue Attribution & Analytics

Most platforms stop at opens and clicks. Klaviyo gives you dollar-for-dollar revenue attribution, helping teams measure ROI accurately.

4. Scalability for All Brand Sizes

Klaviyo is perfect for all brand sizes. If you’re just getting started or scaling to 9 figures, Klaviyo can support your complex workflows, massive lists, and multi-brand portfolios with ease.

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What You Can Learn from Klaviyo Customers

Want to replicate their success? Here's how to start:

1. Start With Lifecycle Flows

Nearly every top-performing brand on Klaviyo has these running:

• Welcome Flow with a strong offer and brand story
• Abandoned Cart Flow with product reminders and urgency
• Post-Purchase Flow that educates and upsells
• Winback Flow to revive inactive customers
  
  

2. Use Dynamic Content

Top brands use dynamic blocks to show product recommendations, personalize messages, and tailor content based on gender, region, or order history.

3. Test 

A/B test subject lines, send times, CTA buttons, and image styles. Top brands never stop testing. The result? Sharper insights and higher ROI.

4. Segment Smarter

Don’t blast your entire list. Klaviyo’s best users segment by engagement, product category, location, and purchase intent, which improves both open rates and deliverability.

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Wrapping Up on Who Uses Klaviyo?

As shown in the case studies above, Klaviyo has proven to be a reliable partner for eCommerce success. Its customers span industries, sizes, and product types, but the common thread? They’re all building smarter, data-backed marketing strategies that convert.

So, thinking of switching to Klaviyo or want to maximize your current setup? Send a message to Pro Marketer. 

Our team will help you unlock the full power of Klaviyo for your brand.