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Original
2026-01-01
Modified
2026-03-10
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<p>43%</p>
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<p>43%</p>
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<p>QoQ growth in email revenue from bookings in Q1 2024, first full quarter with flows</p>
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<p>QoQ growth in email revenue from bookings in Q1 2024, first full quarter with flows</p>
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<p>17%</p>
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<p>17%</p>
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<p>of Klaviyo-attributed booking revenue from flows in first 30 days of flow revenue</p>
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<p>of Klaviyo-attributed booking revenue from flows in first 30 days of flow revenue</p>
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<p>5x</p>
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<p>5x</p>
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<p>more staff could use email platform unassisted after switch to Klaviyo</p>
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<p>more staff could use email platform unassisted after switch to Klaviyo</p>
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<p><a>Naturopathica</a>pioneered clean skincare when esthetician and herbalist Barbara Close founded the brand in 1995 as a modern apothecary shop. Naturopathica makes plant-based skincare products with ingredients from Aloe vera to Manuka honey-each one<a>Leaping Bunny</a>-certified cruelty free-and operates 4 East Coast spa locations, with more coming soon.</p>
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<p><a>Naturopathica</a>pioneered clean skincare when esthetician and herbalist Barbara Close founded the brand in 1995 as a modern apothecary shop. Naturopathica makes plant-based skincare products with ingredients from Aloe vera to Manuka honey-each one<a>Leaping Bunny</a>-certified cruelty free-and operates 4 East Coast spa locations, with more coming soon.</p>
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<h2>Learn how Naturopathica’s spa personalized their marketing with Klaviyo and Boulevard</h2>
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<h2>Learn how Naturopathica’s spa personalized their marketing with Klaviyo and Boulevard</h2>
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<h3><strong>Challenge</strong></h3>
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<h3><strong>Challenge</strong></h3>
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<p>Personalized email marketing had worked for the ecommerce side of Naturopathica’s business. They wanted to create a similar experience for their spa patrons.</p>
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<p>Personalized email marketing had worked for the ecommerce side of Naturopathica’s business. They wanted to create a similar experience for their spa patrons.</p>
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<p>But their tech stack wasn’t ready for that.</p>
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<p>But their tech stack wasn’t ready for that.</p>
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<p>The spa ran email marketing with a bare-bones tool. Basic segmentation posed such a challenge that they sent all emails to the same list: everyone who had booked an appointment in the past 2 years.</p>
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<p>The spa ran email marketing with a bare-bones tool. Basic segmentation posed such a challenge that they sent all emails to the same list: everyone who had booked an appointment in the past 2 years.</p>
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<p>Measuring impact was difficult, too. Their email tool didn’t track email opens or clicks, and the built-in reporting was hard to access and digest without a robust background in performance marketing.</p>
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<p>Measuring impact was difficult, too. Their email tool didn’t track email opens or clicks, and the built-in reporting was hard to access and digest without a robust background in performance marketing.</p>
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<p>To ramp up personalization-and quantify its success-Naturopathica needed more modern, user-friendly software.</p>
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<p>To ramp up personalization-and quantify its success-Naturopathica needed more modern, user-friendly software.</p>
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<h3><strong>Solution</strong></h3>
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<h3><strong>Solution</strong></h3>
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<p>Klaviyo was the natural choice.</p>
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<p>Klaviyo was the natural choice.</p>
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<p>“I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation,” says Courtney Darling, VP of ecommerce and creative at Naturopathica. “It really opened things up for us.”</p>
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<p>“I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation,” says Courtney Darling, VP of ecommerce and creative at Naturopathica. “It really opened things up for us.”</p>
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<blockquote>I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation. It really opened things up for us.</blockquote>Courtney Darling<p>VP of ecommerce and creative, Naturopathica</p>
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<blockquote>I’ve been using Klaviyo for 6+ years now, and it’s the best platform for flexibility, design, and segmentation. It really opened things up for us.</blockquote>Courtney Darling<p>VP of ecommerce and creative, Naturopathica</p>
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<p>The migration was straightforward. Klaviyo’s “amazing”<a>Boulevard integration</a>pulled in their spa’s booking history in an “instant data sync,” Darling recalls.</p>
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<p>The migration was straightforward. Klaviyo’s “amazing”<a>Boulevard integration</a>pulled in their spa’s booking history in an “instant data sync,” Darling recalls.</p>
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<p>Segmentation was immediately easier for the Naturopathica team to set up, and performance data more digestible. The team could see when emails drove ecommerce revenue, spa revenue, or both.</p>
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<p>Segmentation was immediately easier for the Naturopathica team to set up, and performance data more digestible. The team could see when emails drove ecommerce revenue, spa revenue, or both.</p>
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<p>The number of team members who can use Klaviyo unassisted is 5x the number who could use their prior platform without help, Darling reports.</p>
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<p>The number of team members who can use Klaviyo unassisted is 5x the number who could use their prior platform without help, Darling reports.</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 starting with Klaviyo, Naturopathica has personalized the email experience for spa patrons with 3 new tactics:</p>
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<p>Since starting with Klaviyo, Naturopathica has personalized the email experience for spa patrons with 3 new tactics:</p>
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<ul><li><strong>Timely automations:</strong>Naturopathica launched a Klaviyo flow that sends right after a customer completes an appointment, with personalized aftercare tips. Another flow sends on a customer’s birthday, with a celebratory discount code.</li>
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<ul><li><strong>Timely automations:</strong>Naturopathica launched a Klaviyo flow that sends right after a customer completes an appointment, with personalized aftercare tips. Another flow sends on a customer’s birthday, with a celebratory discount code.</li>
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<li><strong>Campaigns targeted to engaged subscribers:</strong>Because they weren’t able to track opens and clicks in their prior platform, Naturopathica initially defined “engaged subscribers” as people who booked an appointment in the last 6 months. But thanks to Klaviyo’s more granular performance metrics, they plan to build an engaged segment based on inbox activity.</li>
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<li><strong>Campaigns targeted to engaged subscribers:</strong>Because they weren’t able to track opens and clicks in their prior platform, Naturopathica initially defined “engaged subscribers” as people who booked an appointment in the last 6 months. But thanks to Klaviyo’s more granular performance metrics, they plan to build an engaged segment based on inbox activity.</li>
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<li><strong>Geotargeted blocks within emails:</strong>The Naturopathica team now promotes their brick-and-mortar spas in ecommerce campaigns with Klaviyo’s<a>dynamic blocks</a>. These ensure that a “book an appointment” CTA button, for example, is only visible to customers near a spa location.</li>
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<li><strong>Geotargeted blocks within emails:</strong>The Naturopathica team now promotes their brick-and-mortar spas in ecommerce campaigns with Klaviyo’s<a>dynamic blocks</a>. These ensure that a “book an appointment” CTA button, for example, is only visible to customers near a spa location.</li>
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</ul><p>Ultimately, Klaviyo opened up new personalized marketing horizons for Naturopathica.</p>
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</ul><p>Ultimately, Klaviyo opened up new personalized marketing horizons for Naturopathica.</p>
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<p>“It’s great using Klaviyo for personalization-it makes people realize, ‘Hey, they paid attention to me,’” Darling says. “I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.”</p>
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<p>“It’s great using Klaviyo for personalization-it makes people realize, ‘Hey, they paid attention to me,’” Darling says. “I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.”</p>
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<blockquote>It’s great using Klaviyo for personalization-it makes people realize, ‘Hey, they paid attention to me.’ I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.</blockquote>Courtney Darling<p>VP of ecommerce and creative, Naturopathica</p>
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<blockquote>It’s great using Klaviyo for personalization-it makes people realize, ‘Hey, they paid attention to me.’ I’ve used Mailchimp, Listrak, and Bluecore, and none of them compare to Klaviyo.</blockquote>Courtney Darling<p>VP of ecommerce and creative, Naturopathica</p>
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<p>See why brands like Payot power smarter digital relationships with Klaviyo</p>
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<p><a>Get started</a></p>
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