Case Study
Taking Circular To The Next Level...
Case Study
Taking Circular To The Next Level...
Circular is a Y-Combinator backed tech subscription service. They offer a flexible & sustainable way for consumers to obtain the latest & greatest tech, from phones, to tablets, laptops & gaming. Circular posed a unique challenge due to their custom nature, requiring an assessment of their existing tech-stack and a tailored consolidating into Klaviyo to improve their retention marketing efforts.
Challenges
Extremely Custom Journey
They’re not your typical e-commerce business. To activate a subscription, a customer must pass through 6 different legal & informational stages, requiring a complex email comms strategy across different channels (Email, Whatsapp, SMS).
Complex Tech Stack
Built with a Shopify backend and custom frontend. The brand also leveraged 3-4 other platforms for (basic) Email, SMS & Whatsapp. We had to consolidate these, meaning a large amount of custom API, specialist behind-the-scenes dev work, technical integrations, data tracking and workarounds were required.
Cold Domain
Circular’s retention setup was limited. Although they used various software, it was done sparingly & with low volume. This meant we needed to warm their domain & build regular sending.
Solutions
Launched 26 Custom Flows
We analysed Circular’s complex journey & strategised an end-to-end Email, SMS & Whatsapp Journey that included 26 new custom flows (and counting).
Launched Email Campaign System
Strategised, designed and implemented up to 8x campaigns per month with a highly targeted segmentation strategy.
Included WhatsApp & SMS
To complete their ‘customer lifecycle system’, we integrated Freshchat with Klaviyo, leveraging Webhooks to dynamically send delivery updates (to reduce support tickets). We also built their SMS system, integrated with their flows in Klaviyo.
Results
$1 million ARR generated in 6 months
+112.94% increased in flow placed order rate
53.07% reduction in spam rate
244.6% increase in campaign click rate
Challenges
Extremely Custom Journey
They’re not your typical e-commerce business. To activate a subscription, a customer must pass through 6 different legal & informational stages, requiring a complex email comms strategy across different channels (Email, Whatsapp, SMS).
Complex Tech Stack
Built with a Shopify backend and custom frontend. The brand also leveraged 3-4 other platforms for (basic) Email, SMS & Whatsapp. We had to consolidate these, meaning a large amount of custom API, specialist behind-the-scenes dev work, technical integrations, data tracking and workarounds were required.
Cold Domain
Circular’s retention setup was limited. Although they used various software, it was done sparingly & with low volume. This meant we needed to warm their domain & build regular sending.
Solutions
Launched 26 Custom Flows
We analysed Circular’s complex journey & strategised an end-to-end Email, SMS & Whatsapp Journey that included 26 new custom flows (and counting).
Launched Email Campaign System
Strategised, designed and implemented up to 8x campaigns per month with a highly targeted segmentation strategy.
Included WhatsApp & SMS
To complete their ‘customer lifecycle system’, we integrated Freshchat with Klaviyo, leveraging Webhooks to dynamically send delivery updates (to reduce support tickets). We also built their SMS system, integrated with their flows in Klaviyo.
Results
$1 million ARR generated in 6 months
+112.94% increased in flow placed order rate
53.07% reduction in spam rate
244.6% increase in campaign click rate
Circular is a Y-Combinator backed tech subscription service. They offer a flexible & sustainable way for consumers to obtain the latest & greatest tech, from phones, to tablets, laptops & gaming. Circular posed a unique challenge due to their custom nature, requiring an assessment of their existing tech-stack and a tailored consolidating into Klaviyo to improve their retention marketing efforts.
Challenges
Extremely Custom Journey
They’re not your typical e-commerce business. To activate a subscription, a customer must pass through 6 different legal & informational stages, requiring a complex email comms strategy across different channels (Email, Whatsapp, SMS).
Complex Tech Stack
Built with a Shopify backend and custom frontend. The brand also leveraged 3-4 other platforms for (basic) Email, SMS & Whatsapp. We had to consolidate these, meaning a large amount of custom API, specialist behind-the-scenes dev work, technical integrations, data tracking and workarounds were required.
Cold Domain
Circular’s retention setup was limited. Although they used various software, it was done sparingly & with low volume. This meant we needed to warm their domain & build regular sending.
Solutions
Launched 26 Custom Flows
We analysed Circular’s complex journey & strategised an end-to-end Email, SMS & Whatsapp Journey that included 26 new custom flows (and counting).
Launched Email Campaign System
Strategised, designed and implemented up to 8x campaigns per month with a highly targeted segmentation strategy.
Included WhatsApp & SMS
To complete their ‘customer lifecycle system’, we integrated Freshchat with Klaviyo, leveraging Webhooks to dynamically send delivery updates (to reduce support tickets). We also built their SMS system, integrated with their flows in Klaviyo.
Results
$1 million ARR generated in 6 months
+112.94% increased in flow placed order rate
53.07% reduction in spam rate
244.6% increase in campaign click rate
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