Rivalry2

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Original 2026-01-01

Modified 2026-03-10

1 56.7%

2 YoY growth in revenue from email in Q1 2023

3 223.5%

4 YoY growth in revenue from flows in Q1 2023

5 50.7%

6 YoY reduction in bounce rate in Q1 2023

7 <a>Guideposts</a>is a non-profit Christian bookstore and media company founded in 1945 by Norman Vincent Peale, author ofThe Power of Positive Thinking, and his wife, Ruth Stafford Peale.

8 The Peales knew the book business well-The Power of Positive Thinkingsold 15M+ copies in 30+ languages-and Guideposts carries on their legacy in a modern way: selling faith-based books via an online store, and promoting them via emails and newsletters sent through Klaviyo.

9 <h3>Learn how Guideposts went from problem-solving to proactive growth with Klaviyo support</h3>

10 <h3>Challenge</h3>

11 When Jenni Fox started as Guideposts’ email marketing lead, she had her work cut out for her.

12 The team had started using Klaviyo without a dedicated email marketer, and customer feedback highlighted 2 main issues with the initial email program:

13 <ol><li>Overuse of lists made unsubscribing hard:Guideposts had separate lists for its promotional emails and each of its newsletters. When customers unsubscribed from one list, they continued getting sends from the others.</li>

14 <li>Deliverability issues meant desired emails went MIA:“We were having a lot of trouble with bounces,” Fox says-so much so that when she started, Guideposts hadn’t sent to Outlook inboxes in months.</li>

15 </ol>It was time for an overhaul. But Fox was working with limited digital resources, and she needed help.

16 <h3>Solution</h3>

17 Fox worked with her Klaviyo customer success manager (CSM) to find solutions to both problems.

18 Together, they clarified Guideposts’ unsubscribe flow. For the deliverability issues, Fox outsourced resolution to<a>Kickbox</a>on her CSM’s recommendation.

19 Soon, Fox and Klaviyo support transitioned from problem solving to a proactive growth initiative: launching automations.

20 <h3>Strategy</h3>

21 Here’s how Guideposts resolved their initial technical difficulties:

22 <ol><li>One list with many segments makes unsubscribing easier:Fox set up a master subscriber list, with segments for each type of Guideposts email content. Customers can now opt in and out of segments, or leave the list entirely, in a new email preference center-a WordPress landing page synced with Klaviyo.</li>

23 <li>Agency support and list hygiene solved deliverability:Kickbox’s connections to major inbox providers helped Guideposts get back into all inboxes-including Outlook. To prevent future issues, they stopped sending to subscribers who hadn’t engaged for over a year. Bounces dropped 50.7% YoY in Q1 2023.</li>

24 - </ol>With their struggles behind them, Guideposts has transitioned into a growth strategy with their Klaviyo CSM-launching an array of new automations that grew revenue from flows more than 3x YoY in Q1 2023.

24 + </ol>With their struggles behind them, Guideposts has transitioned into a growth strategy with their Klaviyo CSM-launching an array of new automations that grew revenue from flows more than 3x YoY in Q1 2023.

25 They’ve got 2 new flows in the works, too: a win-back flow for disengaged customers, and a failure to launch flow for long-time subscribers who have yet to buy.

26 “Our customer success manager is such a valuable resource,” Fox says. “Every single time I meet with her, I come out with more great ideas that I want to implement.”

27 <blockquote>Our customer success manager is such a valuable resource. Every single time I meet with her, I come out with more great ideas that I want to implement.</blockquote>Jenni FoxEmail marketing lead, Guideposts

28 - Grow your business on your terms with Klaviyo

28 + Grow your business on your own terms with Klaviyo

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