Tree to Tub Gets 500% More Clicks and 300% More Orders by Personalizing Retention Emails

Tree to Tub has established itself as a top brand for those seeking sustainable products for sensitive skin. It has been featured in Elle, Bustle, and Business Insider, so customers have flocked to its online store. But the Tree to Tub team knew they could be doing more to acquire and retain customers.

THE PROBLEM

Racel Brodeth, Marketing Manager, and Brendon Cammell, SEO & Content Manager, knew they were triggering the right flows inside of Klaviyo. It was the content inside the flows they knew could use a face lift.

“I thought the Grid & Pixel product looked exciting and innovative, so I passed it on to our marketing manager,” Brendon said. “She agreed and applied for your beta.”

After an audit by the Grid & Pixel team, we identified three areas for improvement:

Order Replenishment: Tree to Tub was using a custom event to trigger its Order Refill flow, which is particularly important for products that you run out of, like cosmetics and skin care products, if the customer is not on a subscription.

Tree to Tub sends the reorder email 30 days post-purchase. While this custom event allowed the marketing team to deliver the right message at the right time, it limited the amount of personalization included in the email content. Specifically, Tree to Tub was not including an image or summary of the previously ordered product, and it was linking to the homepage instead of the checkout page. This meant customers had to take more steps to get to checkout, which lowers conversion rate.
Abandoned Cart: In its Abandoned Checkout flow, Tree to Tub had generic, static hero graphics, pushing the product image and cart summary below the fold. That meant most recipients wouldn’t see the products they had carted upon opening the email (particularly on mobile devices, tablets, and smaller laptops). Additionally, the emails linked to the product page of the last item carted instead of the checkout page.
Sales and Campaigns: For promotional sales and educational campaigns, Tree to Tub used static, generic hero graphics. This caused their emails to blend in with the competition.

THE SOLUTION

Based on Grid & Pixel’s recommendations, Tree to Tub implemented the following solutions:

Tree to Tub changed its custom Order Refill flow to Klaviyo’s standard Order Replenishment Flow. This enabled Tree to Tub to personalize the email to include a stylized re-order summary AND link to the checkout page.
For its Abandoned Checkout flow, Tree to Tub implemented personalized, animated graphics at the top of their emails and sent customers directly to Klaviyo’s dynamic checkout link.
Tree to Tub began including Grid & Pixel’s personalized, animated graphics in promotional sales and education emails.

THE RESULTS

By incorporating personalization, animation, and Klaviyo best practices, Tree to Tub delivered more appealing content and reduced friction, driving massive lifts across the board.

Order replenishment: In a 30-day period compared to the previous 30 days, its replenishment flow increased from a 0% click rate to a 1.1% click rate and a 4.9% placed order rate, cementing the flow as a top revenue generator.
Abandoned Checkout: In a 30-day period compared to the previous 30 days, Tree to Tub’s Abandoned Checkout’s click rate increased by 500% from 2% to 10% and its placed order rate increased 300% from 5% to 15%.
Sales and Campaigns: Tree to Tub saw click-to-open rates increase by an average of 20% and a 15% increase in order volume.