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Original
2026-01-01
Modified
2026-03-10
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<p>20%</p>
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<p>20%</p>
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<p>of total revenue from Klaviyo in 2023</p>
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<p>of total revenue from Klaviyo in 2023</p>
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<p>62%</p>
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<p>62%</p>
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<p>YoY increase in Klaviyo-attributed revenue in 2023</p>
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<p>YoY increase in Klaviyo-attributed revenue in 2023</p>
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<p>6,400%</p>
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<p>6,400%</p>
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<p>annual revenue growth in less than 3 years</p>
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<p>annual revenue growth in less than 3 years</p>
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<p><a>Threadheads</a>launched in 2018 as a small-scale custom t-shirt printing business in the suburbs of Melbourne.</p>
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<p><a>Threadheads</a>launched in 2018 as a small-scale custom t-shirt printing business in the suburbs of Melbourne.</p>
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<p>Inspired by 80s and 90s graphic tees, Threadheads’ in-house designers collaborate with some of the world’s most recognisable franchises (think: Astro Boy, Sesame Street, and Harry Potter).</p>
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<p>Inspired by 80s and 90s graphic tees, Threadheads’ in-house designers collaborate with some of the world’s most recognisable franchises (think: Astro Boy, Sesame Street, and Harry Potter).</p>
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<p>Threadheads has since grown into a booming ecommerce retailer delivering pop culture-powered clothing and accessories worldwide.</p>
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<p>Threadheads has since grown into a booming ecommerce retailer delivering pop culture-powered clothing and accessories worldwide.</p>
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<h3><strong>Challenge</strong></h3>
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<h3><strong>Challenge</strong></h3>
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<p>Early on, Threadheads fostered a loyal following of Melbourne locals. Store managers tailored in-store interactions to the interests of each shopper, helping them find that perfect t-shirt, hoodie, or tote.</p>
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<p>Early on, Threadheads fostered a loyal following of Melbourne locals. Store managers tailored in-store interactions to the interests of each shopper, helping them find that perfect t-shirt, hoodie, or tote.</p>
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<p>But pivoting from offline to online meant Threadheads had to find a way of translating that personalised experience to their ecommerce marketing.</p>
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<p>But pivoting from offline to online meant Threadheads had to find a way of translating that personalised experience to their ecommerce marketing.</p>
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<p>As the brand scaled, Threadheads needed a way to send shoppers personalised product recommendations tailored to their specific interests and behaviours-and also ensure that the customer journey didn’t end with a single sale.</p>
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<p>As the brand scaled, Threadheads needed a way to send shoppers personalised product recommendations tailored to their specific interests and behaviours-and also ensure that the customer journey didn’t end with a single sale.</p>
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<h3><strong>Solution</strong></h3>
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<h3><strong>Solution</strong></h3>
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<p>In 2019, Threadheads turned to Klaviyo’s personalisation tools to create a concierge-style online shopping experience using email marketing.</p>
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<p>In 2019, Threadheads turned to Klaviyo’s personalisation tools to create a concierge-style online shopping experience using email marketing.</p>
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<p>With unified customer data at their fingertips, the team gained rich insights into each shopper-like if they’re a film and TV buff or a cat lover, what generation they belong to, and even when they last placed an order.</p>
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<p>With unified customer data at their fingertips, the team gained rich insights into each shopper-like if they’re a film and TV buff or a cat lover, what generation they belong to, and even when they last placed an order.</p>
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<p>This unlocked opportunities for powerful audience segmentation and automation sequences that serve the right product to the right customer at the right time-and drive repeat purchases at scale.</p>
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<p>This unlocked opportunities for powerful audience segmentation and automation sequences that serve the right product to the right customer at the right time-and drive repeat purchases at scale.</p>
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<p>By sending targeted messages with a personal touch, Threadheads has grown annual revenue by 6,400% in less than 3 years.</p>
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<p>By sending targeted messages with a personal touch, Threadheads has grown annual revenue by 6,400% in less than 3 years.</p>
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<p>“Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years,” says Ace Reunis, co-founder and director of Threadheads.</p>
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<p>“Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years,” says Ace Reunis, co-founder and director of Threadheads.</p>
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<blockquote>Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years.</blockquote>Ace Reunis,<p>Co-founder and director, Threadheads</p>
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<blockquote>Since using Klaviyo, we’ve grown from a low 6-figure to an established 8-figure brand in under 3 years.</blockquote>Ace Reunis,<p>Co-founder and director, Threadheads</p>
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<h3><strong>Strategy</strong></h3>
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<h3><strong>Strategy</strong></h3>
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<p>With Klaviyo, Threadheads has built an effective personalisation strategy that taps into:</p>
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<p>With Klaviyo, Threadheads has built an effective personalisation strategy that taps into:</p>
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<ul><li><strong>A/B testing messaging</strong>to uncover the insight that funny campaigns drive the most sales. This has enabled Threadheads to ditch pushy sales-focused copy and double down on their playful brand identity.</li>
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<ul><li><strong>A/B testing messaging</strong>to uncover the insight that funny campaigns drive the most sales. This has enabled Threadheads to ditch pushy sales-focused copy and double down on their playful brand identity.</li>
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<li><strong>Interest-based segmentation</strong>to promote limited-edition collab pieces only to shoppers who sign up for exclusive early access. Their tie-dye Barbie print email campaign, launched to coincide with the Barbie movie release, generated an impressive 51% click rate.</li>
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<li><strong>Interest-based segmentation</strong>to promote limited-edition collab pieces only to shoppers who sign up for exclusive early access. Their tie-dye Barbie print email campaign, launched to coincide with the Barbie movie release, generated an impressive 51% click rate.</li>
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<li><strong>Send time optimisation</strong>with Klaviyo’s<a>Smart Send Time</a>to ensure shoppers receive emails when they’re most likely to open them in their unique time zone-a simple yet highly effective way of boosting campaign performance and personalising the shopping experience.</li>
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<li><strong>Send time optimisation</strong>with Klaviyo’s<a>Smart Send Time</a>to ensure shoppers receive emails when they’re most likely to open them in their unique time zone-a simple yet highly effective way of boosting campaign performance and personalising the shopping experience.</li>
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</ul><p>“We’ve seen huge financial success using Klaviyo,” Reunis says. “Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments.”</p>
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</ul><p>“We’ve seen huge financial success using Klaviyo,” Reunis says. “Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments.”</p>
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<blockquote>Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments.</blockquote>Ace Reunis<p>Co-founder and director, Threadheads</p>
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<blockquote>Not only can we attribute 20% of our annual revenue to Klaviyo, but the platform delivers our most profitable revenue by allowing us to send timely, relevant messages to specific audience segments.</blockquote>Ace Reunis<p>Co-founder and director, Threadheads</p>
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