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Original
2026-01-01
Modified
2026-03-10
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<p>231.7%</p>
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<p>231.7%</p>
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<p>QoQ growth in SMS click rate after strategy update</p>
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<p>QoQ growth in SMS click rate after strategy update</p>
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<p>33.7%</p>
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<p>33.7%</p>
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<p>QoQ growth in SMS placed order rate after strategy update</p>
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<p>QoQ growth in SMS placed order rate after strategy update</p>
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<p>35%</p>
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<p>35%</p>
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<p>QoQ growth in revenue per SMS message after strategy update</p>
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<p>QoQ growth in revenue per SMS message after strategy update</p>
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<p><a>Fast Growing Trees</a>is the largest online nursery, and a pioneer of the farm-to-backyard business model. From the widest selection of unique products to the simplest delivery and continued plant support, their one-stop shop makes growing easy. Since 2005, the team has connected 1.8M+ customers with live trees.</p>
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<p><a>Fast Growing Trees</a>is the largest online nursery, and a pioneer of the farm-to-backyard business model. From the widest selection of unique products to the simplest delivery and continued plant support, their one-stop shop makes growing easy. Since 2005, the team has connected 1.8M+ customers with live trees.</p>
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<p>To stay in touch with their rapidly-growing customer base, Fast Growing Trees relies on a powerful marketing automation platform: Klaviyo.</p>
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<p>To stay in touch with their rapidly-growing customer base, Fast Growing Trees relies on a powerful marketing automation platform: Klaviyo.</p>
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<h2>Why Fast Growing Trees pared down their SMS strategy-and stuck with Klaviyo</h2>
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<h2>Why Fast Growing Trees pared down their SMS strategy-and stuck with Klaviyo</h2>
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<h3><strong>Challenge</strong></h3>
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<h3><strong>Challenge</strong></h3>
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<p>Fast Growing Trees was looking to grow their SMS marketing channel.</p>
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<p>Fast Growing Trees was looking to grow their SMS marketing channel.</p>
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<p>“When I started, we weren’t really using it as a strategic channel or testing within it,” explains Sydney Brodo, senior marketing manager of lifecycle and loyalty.</p>
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<p>“When I started, we weren’t really using it as a strategic channel or testing within it,” explains Sydney Brodo, senior marketing manager of lifecycle and loyalty.</p>
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<p>Fast Growing Trees sent 4-5 MMS campaigns per week to their 180-day engaged segment, with creative mirroring email campaigns.</p>
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<p>Fast Growing Trees sent 4-5 MMS campaigns per week to their 180-day engaged segment, with creative mirroring email campaigns.</p>
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<p>An MMS send, which can include an image or GIF, costs 3x what a plain-text SMS send costs, because it takes more data to send an image or a GIF with a text message.</p>
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<p>An MMS send, which can include an image or GIF, costs 3x what a plain-text SMS send costs, because it takes more data to send an image or a GIF with a text message.</p>
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<p>SMS was quickly becoming a high-spend channel, and it was time to iterate on strategy.</p>
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<p>SMS was quickly becoming a high-spend channel, and it was time to iterate on strategy.</p>
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<h3><strong>Solution</strong></h3>
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<h3><strong>Solution</strong></h3>
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<p>The team decided to start by A/B testing MMS vs. SMS campaigns. The results surprised them.</p>
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<p>The team decided to start by A/B testing MMS vs. SMS campaigns. The results surprised them.</p>
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<p>SMS, the less expensive option, drove the best engagement by far-about 10x the expected click rate on some sends, Brodo recalls, for a third of the price.</p>
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<p>SMS, the less expensive option, drove the best engagement by far-about 10x the expected click rate on some sends, Brodo recalls, for a third of the price.</p>
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<p>Fast Growing Trees started sending primarily SMS messages to a smaller list of subscribers-60-day engaged, as opposed to 180-day, a decision rooted in Klaviyo’s<a>segment-level campaign reporting</a>.</p>
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<p>Fast Growing Trees started sending primarily SMS messages to a smaller list of subscribers-60-day engaged, as opposed to 180-day, a decision rooted in Klaviyo’s<a>segment-level campaign reporting</a>.</p>
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<p>They also cut the frequency of their SMS campaigns, reserving them for urgent, last-chance messaging.</p>
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<p>They also cut the frequency of their SMS campaigns, reserving them for urgent, last-chance messaging.</p>
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<p>Since the strategy shift at the end of June 2023, their revenue per SMS message has grown 35% QoQ.</p>
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<p>Since the strategy shift at the end of June 2023, their revenue per SMS message has grown 35% QoQ.</p>
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<h3><strong>Strategy</strong></h3>
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<h3><strong>Strategy</strong></h3>
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<p>Armed with their new SMS approach, Fast Growing Trees started rolling out a more<a>personalized strategy</a>across email and SMS.</p>
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<p>Armed with their new SMS approach, Fast Growing Trees started rolling out a more<a>personalized strategy</a>across email and SMS.</p>
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<p>Prospects often discover the brand’s site by googling a specific plant, so Fast Growing Trees increasingly customizes messaging to reflect subscribers’ horticultural interests.</p>
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<p>Prospects often discover the brand’s site by googling a specific plant, so Fast Growing Trees increasingly customizes messaging to reflect subscribers’ horticultural interests.</p>
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<p>That means testing out approaches like:</p>
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<p>That means testing out approaches like:</p>
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<ul><li><strong>Two-way SMS:</strong>Fast Growing Trees recently added an SMS to the end of their post-purchase flow, asking which product category the customer plans to buy from next. Respondents get a link to the relevant category page, and Brodo can segment based on that response in future sends.</li>
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<ul><li><strong>Two-way SMS:</strong>Fast Growing Trees recently added an SMS to the end of their post-purchase flow, asking which product category the customer plans to buy from next. Respondents get a link to the relevant category page, and Brodo can segment based on that response in future sends.</li>
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<li><strong>First-purchase anniversary flow:</strong>This hybrid email-and-SMS flow celebrates a customer’s first purchase, pulling in a photo of the plant they bought and its name, and encouraging them to buy again.</li>
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<li><strong>First-purchase anniversary flow:</strong>This hybrid email-and-SMS flow celebrates a customer’s first purchase, pulling in a photo of the plant they bought and its name, and encouraging them to buy again.</li>
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</ul><p>Optimizing and personalizing their owned marketing in this way all starts with customer data-email and SMS engagement data and purchase data, centralized in Klaviyo where it’s easy to analyze and act on.</p>
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</ul><p>Optimizing and personalizing their owned marketing in this way all starts with customer data-email and SMS engagement data and purchase data, centralized in Klaviyo where it’s easy to analyze and act on.</p>
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<p>“We would’ve had a really hard time generating our pre-built SMS reports on our own,” Brodo says. “The pre-built dashboards are very user-friendly. Klaviyo is the best for people who don’t have as many of the do-it-yourself analytics skills.”</p>
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<p>“We would’ve had a really hard time generating our pre-built SMS reports on our own,” Brodo says. “The pre-built dashboards are very user-friendly. Klaviyo is the best for people who don’t have as many of the do-it-yourself analytics skills.”</p>
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<blockquote>We would’ve had a really hard time generating our pre-built SMS dashboards on our own. Klaviyo is the best for people who don’t have as many of the do-it-yourself analytics skills.</blockquote>Sydney Brodo<p>Senior marketing manager of loyalty and retention, Fast Growing Trees</p>
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<blockquote>We would’ve had a really hard time generating our pre-built SMS dashboards on our own. Klaviyo is the best for people who don’t have as many of the do-it-yourself analytics skills.</blockquote>Sydney Brodo<p>Senior marketing manager of loyalty and retention, Fast Growing Trees</p>
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