Marketing ops · Production

Laird Superfood grows email revenue 102% with Klaviyo personalization tools

The problem

Laird Superfood's email program was already strong—email drove 60% of ecommerce revenue—but Klaviyo's advanced CDP features were untouched, leaving significant performance gains unrealized.

Workflow diagram · grounded in source
1
BFCM early access to subscribers
trigger
“He gave early access to Laird's BFCM sale to 19K SMS subscribers and VIP email subscribers”
2
Predicted purchase timeline personalization
ai_action
“He personalized email nudges to buy again, based on Klaviyo's predicted repeat purchase timeline”
3
Automated flow email delivery
output
“In November 2022, Laird Superfood's automated flow open rates jumped 25% YoY”
4
Self-serve preference segmentation (planned)
trigger
“McLaughlin plans to add an interactive element to Laird Superfood's welcome series, so subscribers can describe their palates up front and see more personalized—and hopefully better-converting—messaging”
5
Loyalty reminder via Zembula (planned)
integration
“Using Klaviyo's Zembula integration, McLaughlin plans to send personalized emails reminding customers how close they are to unlocking rewards”
Reported outcome

After McLaughlin's first year optimizing the program, email revenue grew 102% YoY, campaign open rates jumped 87% YoY in November 2022, and automated flow open rates jumped 25% YoY in the same period.

Reported metrics
automated flow open rates YoY jump (November 2022)25%
SMS subscribers given BFCM early access19K
Reported stack
KlaviyoZembulaShopify Plus
Source
https://www.klaviyo.com/customers/case-studies/laird-superfood-owned-marketing-expansion
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

After McLaughlin's first year optimizing the program, email revenue grew 102% YoY, campaign open rates jumped 87% YoY in November 2022, and automated flow open rates jumped 25% YoY in the same period.

What tools did this team use?

Klaviyo, Zembula, Shopify Plus.

What results were reported?

automated flow open rates YoY jump (November 2022): 25%; SMS subscribers given BFCM early access: 19K (source-reported, not independently verified).

How is this marketing ops AI workflow structured?

BFCM early access to subscribers → Predicted purchase timeline personalization → Automated flow email delivery → Self-serve preference segmentation (planned) → Loyalty reminder via Zembula (planned).

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