Klaviyo email and SMS automation case studies: Callie's Hot Little Biscuit, Every Man Jack, and Tatti Lashes
Each brand faced poorly-timed or generic automated outreach that failed to match customer purchase cadences. Every Man Jack's previous platform sent repurchase reminders after 45 days even though customers typically ran out of products after 75 days, and Callie's customers averaged only two purchases per year despite likely buying more with the right incentives.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Customer behavior triggers automation
Each message is based on a specific action a customer has taken, such as browsing products, adding to cart, abandoning the site, or making a purchase.
Tools used
Klaviyopredictive analytics
Outcome
Callie's Hot Little Biscuit grew flows revenue 157.8% YoY; Every Man Jack achieved a 25% YoY increase in flows revenue; Tatti Lashes acquired 40K SMS subscribers in 3 months, drives a 30% click rate and 9% conversion on their welcome SMS flow, and now generates 35% of owned marketing revenue from SMS.
What failed first
Every Man Jack's previous automation platform did not support timeline customization, resulting in repurchase flows sent at the wrong time relative to customers' actual product consumption cycle.