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Original
2026-01-01
Modified
2026-03-10
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<p>15.6x</p>
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<p>15.6x</p>
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<p>ROI year to date from Klaviyo</p>
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<p>ROI year to date from Klaviyo</p>
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<p>32%</p>
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<p>32%</p>
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<p>of year-to-date ecommerce revenue attributed to Klaviyo</p>
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<p>of year-to-date ecommerce revenue attributed to Klaviyo</p>
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<p>41%</p>
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<p>41%</p>
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<p>YoY growth in year-to-date Klaviyo-attributed value (KAV)</p>
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<p>YoY growth in year-to-date Klaviyo-attributed value (KAV)</p>
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<p><a>Red Clay Hot Sauce</a>began in a restaurant kitchen. Working on R&D for an esteemed Charleston restaurant, chef Geoff Rhyne created a fresh take on his family’s old hot sauce recipe: a Fresno chili hot sauce that became a cult favorite. Rhyne partnered with Molly Fienning to turn it into a standalone culinary brand, named after the red clay fields of his home state, Georgia.</p>
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<p><a>Red Clay Hot Sauce</a>began in a restaurant kitchen. Working on R&D for an esteemed Charleston restaurant, chef Geoff Rhyne created a fresh take on his family’s old hot sauce recipe: a Fresno chili hot sauce that became a cult favorite. Rhyne partnered with Molly Fienning to turn it into a standalone culinary brand, named after the red clay fields of his home state, Georgia.</p>
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<p>Today, Red Clay Hot Sauce makes a wide array of restaurant-caliber spicy condiments, from hot sauces to spicy salts. Customers can buy them in major grocery stores like Whole Foods and Publix-or through the brand’s Shopify storefront.</p>
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<p>Today, Red Clay Hot Sauce makes a wide array of restaurant-caliber spicy condiments, from hot sauces to spicy salts. Customers can buy them in major grocery stores like Whole Foods and Publix-or through the brand’s Shopify storefront.</p>
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<h2>Learn why Red Clay Hot Sauce left Mailchimp for Klaviyo, and never looked back</h2>
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<h2>Learn why Red Clay Hot Sauce left Mailchimp for Klaviyo, and never looked back</h2>
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<h3><strong>Challenge</strong></h3>
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<h3><strong>Challenge</strong></h3>
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<p>Email is an important revenue driver for Red Clay Hot Sauce. It helps the team drive DTC conversions from fresh leads and loyalists alike-and DTC is their highest-margin channel.</p>
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<p>Email is an important revenue driver for Red Clay Hot Sauce. It helps the team drive DTC conversions from fresh leads and loyalists alike-and DTC is their highest-margin channel.</p>
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<p>“Email raises the lifetime value of our customers,” says Red Clay co-founder and CEO Molly Fienning.</p>
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<p>“Email raises the lifetime value of our customers,” says Red Clay co-founder and CEO Molly Fienning.</p>
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<p>At least, it can. But with Mailchimp, it was hard to get email marketing to live up to its potential, Fienning recalls.</p>
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<p>At least, it can. But with Mailchimp, it was hard to get email marketing to live up to its potential, Fienning recalls.</p>
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<p>For one, Red Clay ran into issues integrating their Mailchimp account with their Shopify store, which made basic email marketing activities a challenge.</p>
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<p>For one, Red Clay ran into issues integrating their Mailchimp account with their Shopify store, which made basic email marketing activities a challenge.</p>
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<p>Mailchimp wasn’t easy to use, either. Fienning is a tech-savvy founder-she was a computer science major in college-but it still wasn’t a very intuitive process for her to audit the logic behind Mailchimp automations, or segment a Mailchimp audience.</p>
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<p>Mailchimp wasn’t easy to use, either. Fienning is a tech-savvy founder-she was a computer science major in college-but it still wasn’t a very intuitive process for her to audit the logic behind Mailchimp automations, or segment a Mailchimp audience.</p>
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<h3><strong>Solution</strong></h3>
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<h3><strong>Solution</strong></h3>
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<p>Fienning’s network recommended Klaviyo for its “beautiful UX” and robust Shopify integration, Fienning says, and she and her team decided to try it.</p>
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<p>Fienning’s network recommended Klaviyo for its “beautiful UX” and robust Shopify integration, Fienning says, and she and her team decided to try it.</p>
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<p>The migration was “efficient” and “super easy,” she remembers-and she knew she had made the right call when she started using Klaviyo’s flow editor.</p>
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<p>The migration was “efficient” and “super easy,” she remembers-and she knew she had made the right call when she started using Klaviyo’s flow editor.</p>
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<blockquote>Seeing a flow mapped out visually in Klaviyo was very different from what I had experienced in Mailchimp.</blockquote>Molly Fienning<p>Co-founder and CEO, Red Clay Hot Sauce</p>
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<blockquote>Seeing a flow mapped out visually in Klaviyo was very different from what I had experienced in Mailchimp.</blockquote>Molly Fienning<p>Co-founder and CEO, Red Clay Hot Sauce</p>
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<p>“Seeing a flow mapped out visually in Klaviyo was very different from what I had experienced with Mailchimp,” Fienning says. “That was a really cool value add that I was not getting before.”</p>
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<p>“Seeing a flow mapped out visually in Klaviyo was very different from what I had experienced with Mailchimp,” Fienning says. “That was a really cool value add that I was not getting before.”</p>
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<h3><strong>Strategy</strong></h3>
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<h3><strong>Strategy</strong></h3>
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<p>Since switching, Red Clay has used Klaviyo in a few creative ways to maximize their DTC revenue, with more optimizations on the horizon. Highlights include:</p>
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<p>Since switching, Red Clay has used Klaviyo in a few creative ways to maximize their DTC revenue, with more optimizations on the horizon. Highlights include:</p>
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<ul><li><strong>Double-sending campaigns:</strong>Fienning likes to send campaigns twice-the second time to non-openers of the first campaign, with a fresh subject line. It drives incremental revenue, and “we get a long-tail effect from the creative assets,” she explains.</li>
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<ul><li><strong>Double-sending campaigns:</strong>Fienning likes to send campaigns twice-the second time to non-openers of the first campaign, with a fresh subject line. It drives incremental revenue, and “we get a long-tail effect from the creative assets,” she explains.</li>
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<li><strong>Leaning into back-in-stock messaging:</strong>Red Clay has a back-in-stock flow for customers who request updates on a specific SKU, but Fienning also likes sending back-in-stock (and low-in-stock) campaigns to broader audiences. These branded sends, including quotes and recipes, create FOMO around bestsellers that drives conversions.</li>
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<li><strong>Leaning into back-in-stock messaging:</strong>Red Clay has a back-in-stock flow for customers who request updates on a specific SKU, but Fienning also likes sending back-in-stock (and low-in-stock) campaigns to broader audiences. These branded sends, including quotes and recipes, create FOMO around bestsellers that drives conversions.</li>
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<li><strong>Next up-flow optimization:</strong>The brand has flows live, of course. But in 2024, Fienning wants to refresh the creative and optimize the logic and timing through more A/B testing. The ultimate goal: to drive more revenue.</li>
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<li><strong>Next up-flow optimization:</strong>The brand has flows live, of course. But in 2024, Fienning wants to refresh the creative and optimize the logic and timing through more A/B testing. The ultimate goal: to drive more revenue.</li>
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</ul><p>Overall, Fienning is glad Red Clay switched to Klaviyo. The platform has helped her create a sustainable foundation for Red Clay’s recent growth.</p>
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</ul><p>Overall, Fienning is glad Red Clay switched to Klaviyo. The platform has helped her create a sustainable foundation for Red Clay’s recent growth.</p>
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<p>“I would 100% recommend Klaviyo,” she says. “It’s our highest-return marketing technology. It’s a way for us to expand the lifetime value of our customers without much cost, and it gives us an opportunity to grow our ecommerce store, which is our highest-margin sales channel. Klaviyo supports us in building a strong, sustainable business.”</p>
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<p>“I would 100% recommend Klaviyo,” she says. “It’s our highest-return marketing technology. It’s a way for us to expand the lifetime value of our customers without much cost, and it gives us an opportunity to grow our ecommerce store, which is our highest-margin sales channel. Klaviyo supports us in building a strong, sustainable business.”</p>
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<blockquote>I would 100% recommend Klaviyo. It’s our highest-return marketing technology, and it gives us an opportunity to grow our ecommerce store, which is our highest-margin sales channel. Klaviyo supports us in building a strong, sustainable business.</blockquote>Molly Fienning<p>Co-founder and CEO, Red Clay Hot Sauce</p>
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<blockquote>I would 100% recommend Klaviyo. It’s our highest-return marketing technology, and it gives us an opportunity to grow our ecommerce store, which is our highest-margin sales channel. Klaviyo supports us in building a strong, sustainable business.</blockquote>Molly Fienning<p>Co-founder and CEO, Red Clay Hot Sauce</p>
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<p><a>Get started</a></p>
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