Success with Klaviyo: Increased placed order value by nearly 14%

Light Partner, a leading supplier of audio, lighting, and rigging equipment, faced the need to modernize their email marketing. With guidance from MCB, they chose Klaviyo as the platform to streamline their email marketing and consolidate all communication in one place. The goal was to create more engaging newsletters and automate email flows to improve both open rates and conversions. By implementing Klaviyo, Light Partner has achieved positive results and a more user-friendly solution that supports their broad customer base.

Automated email flows strengthen customer loyalty

To enhance their email marketing, Light Partner switched from eMarketeer to Klaviyo. While eMarketeer served its basic functions - offering courses and setting up forms - a more modern solution was needed. Klaviyo has enabled the use of automated email flows in a more efficient and advanced way. This has particularly strengthened communication with their B2B customers, who make up the majority of sales.

With automated email flows like abandoned cart flows, interest-based flows, post-purchase flows, back-in-stock flows, and various brand-specific campaigns, Light Partner has seen an increase in open rates, click-through rates, and conversions.

At the same time, Klaviyo makes it easy for Light Partner to customize email content and continuously adjust flows based on subscriber behavior. This has led to higher engagement, more orders, and increased satisfaction among recipients, who now receive more relevant offers and information.

Advanced segmentation and efficient pop-up management

With the implementation of Klaviyo, Light Partner has gained significantly better options for automating their email marketing and targeting content based on subscriber behavior. Thanks to Klaviyo's advanced segmentation capabilities, they can, for example, segment their recipients based on specific criteria such as purchase history, website interactions, and product interests. This ensures that each customer receives relevant and personalized content.

Customer service with abandoned cart, back-in-stock, and post-purchase flows

The goal is to reach customers at critical moments in their purchasing journey - doing so can lead to increased sales and higher conversion rates, as Light Partner has experienced. Automated flows, such as the abandoned cart flow, encourage potential customers to complete their purchases and send internal notifications if the abandoned cart reaches a certain value. Back-in-stock flows inform interested subscribers when out-of-stock items are available again, and post-purchase flows provide guidance and tips for products already purchased, enhancing the customer experience.

Additionally, a flow is activated when a subscriber shows repeated purchase signals without completing an order, while another flow assists when a new user needs to register on Light Partner’s website. This ensures automated customer service.

Targeted segmentation for improved precision

Segmentation allows Light Partner to deliver specific brand flows to relevant customer segments that have shown interest in certain products. For example, repeated visits to a high-intent brand trigger an automated flow that provides additional knowledge and information about the brand, educating recipients and guiding them in their buying journey toward the right product.

Engaging and converting pop-ups

Light Partner also uses Klaviyo's pop-up feature to engage visitors on their shop, for instance, through newsletter sign-ups and access to exclusive content such as their knowledge base. The various pop-ups are strategically set up to maximize conversions without negatively impacting the overall user experience on the website.

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Klaviyo is fast, easy, and user-friendly to work with. The system has provided us with a wide range of additional options, allowing us to make much better use of our email marketing. This is also reflected in the positive results!

We are very pleased with the collaboration with Louise from MCB’s marketing department. She is highly proactive with new initiatives and quickly spots opportunities we should test. She is both quick to respond and ensures the improvements we request are made effectively.

LightPartner

CLAUS JENSEN

Marketing at Light Partner

Measurable results from automated email flows

The automated workflows, such as abandoned cart, welcome, and back-in-stock, have significantly boosted both open and click-through rates. Summing up the results from all flows during the period from September 1, 2023, to August 31, 2024, we observe an open rate of approximately 63%, a click rate of about 9%, and a placed order rate of over 2%.

The abandoned cart flow alone achieved an open rate of over 58%, a click rate of over 10%, and a placed order value of nearly 14%. These are impressive figures, all well above average levels!

Meanwhile, the back-in-stock flow delivered an open rate of over 77%, a click rate of more than 27%, and a placed order value exceeding 13%, resulting in several completed purchases.

This solid increase in engagement is reflected across all the set-up flows. The welcome flow has an open rate of over 60%, while interest-based flows show click rates of up to 19%.

There is, therefore, a steady influx of new customers retained through effective flows. And the consistent results demonstrate how Light Partner now successfully captures customers' attention, creates sustained value, and, importantly, drives additional sales through their email marketing strategy. The positive response is also reflected in the very low unsubscribe rate of 0.02%, indicating that recipients appreciate the more targeted and relevant emails.

Klaviyo strengthens engagement and sales activities

The plan is now to expand the use of Klaviyo - there are many opportunities and plenty of potential. For example, more automated flows for brands will be set up, and additional newsletters will be sent out. The weekly newsletter, sent to approximately 2,000 recipients, combines sales campaigns, product news, and courses, providing prospective customers with insights into larger and more complex products. It also offers exclusive access to new courses and deals. Early access and unique rewards have proven to be strong motivators for loyal customers.

Emails are also used to raise awareness about Light Partner’s events, held 5-6 times a year. The newsletter is the most effective channel for attracting sign-ups for both courses and events, which are further supported by complementary efforts on social media.

This demonstrates the central role of the newsletter in the company’s marketing strategy.

The Migration to Klaviyo

The transition to Klaviyo, thanks to the strong collaboration between Light Partner and MCB, has been seamless, with no impact on the recipient experience.

Light Partner provided all the content and graphics for the emails. They hold the technical knowledge of the products and already had a substantial amount of material. MCB then handled the setup of the Klaviyo account, technical integrations, tracking, automated flows, and an email template.

In addition to enhancing automated flows, Light Partner has also received a graphical upgrade for the visual aspect of their emails.

Furthermore, Klaviyo has made it possible to adjust the email frequency, allowing subscribers to receive more emails without feeling overwhelmed, which supports stronger communication with both existing and new subscribers.

Although the platform is new, Light Partner has quickly learned to work with Klaviyo, making it easy for them to manage campaigns, update subject lines, and optimize flows.

Who is Light Partner?

With over 30 years of experience, Light Partner is a leading supplier of equipment for the theater, event, and television industries. The company specializes in offering high-quality audio, lighting, and rigging solutions to a wide range of customers - from theaters and TV productions to hotels and gyms, as well as rental companies that provide equipment for festivals, concerts, and events.

While the majority of sales are conducted offline and primarily targeted at B2B customers, Light Partner also operates a webshop focusing on consumables like tape, lighting, and photography supplies for both B2C and B2B customers. These are often products with a slightly lower order value.

At Light Partner, service is a core value. The experienced team in Herning is always ready to assist customers with advice and support - whether or not it concerns equipment from Light Partner. Most of the staff have been in the industry for over 10 years, so they know how to help get a job done.

This dedication to customer service, combined with high-quality standards and specific sustainability efforts, has made Light Partner a trusted industry partner and earned them thousands of satisfied customers.