Comfy Koalas
Revolutionising Klaviyo revenue per recipient by 7.6x, achieving a remarkable 656% surge compared to the industry benchmark, Comfy Koalas, headquartered in Sydney, is a trailblazing sustainable brand specialising in premium eco-friendly nappies and wipes.
The company is dedicated to cultivating a healthier world for infants, with sustainability and customer convenience at the core of its business ethos. Utilising a subscription-based model, Comfy Koalas recognises the need for a seamless experience for parents, while maintaining a commitment to environmental responsibility.
Challenges Faced by Comfy Koalas:
- Reducing subscriber churn
- Migrating single-purchase customers to subscribers
- Introducing new products to parents at the appropriate stage in their nappy journey
- Creating a loyal brand following via a consistent and engaging tone of voice (TOV)
Analysis and Focus Areas:
- Focus #1: Constructing a retention workflow strategy featuring relevant upsells.
- Focus #2: Enhancing the relevance of communications in alignment with the parenting stage of the segment.
- Focus #3: Identifying churn triggers and implementing personalised experiences and offers to mitigate churn over time.
Strategic Approach:
Implementing a segmented approach targeting customer groups based on preferences, purchase history, and engagement levels, we crafted personalised and relevant content. From onboarding to subscription reactivation, an email flow strategy was devised to guide customers through their journey, reinforcing Comfy Koala’s brand values.
Utilising flow maps to identify gaps and opportunities in the email journey, we refined and optimised the customer experience at every touchpoint.
Subscription retention was identified as pivotal for enhancing customer engagement and loyalty. Leveraging Klaviyo’s advanced features, additional flows were strategically implemented, and segmentation was employed to deliver a highly targeted email strategy with personalised and compelling content at each subscription stage.
Results Achieved:
- 25% uplift in email open rate
- 27% increase in email click-through rate
- Increased flow conversion rate by 368%
- Revenue per recipient increased by 656%
- 4% increase in month 1 subscription retention compared to the three preceding months.
The substantial improvement in open rates and click-through rates validates the success of our targeted email strategy. The increase in revenue per recipient reflects the efficacy and profitability of our email marketing efforts, showcasing the financial returns from each individual engaging with the brand’s emails.
Zuzy, Email Marketing Manager at Hello Earth, remarked, “The success we have delivered to Nat and Comfy Koalas is a testament to our data and insights-led strategic approach to email marketing. I have enjoyed utilising Klaviyo’s advanced features to benefit Comfy Koalas, which aligns with our commitment to our Klaviyo Partner status.”
Nat, Founder of Comfy Koalas, expressed, “Hello Earth, Hello Transformation! A strategic and thoughtful approach to sustainable growth.” Sharing a year and a half of collaboration with Hello Earth, Nat emphasised the positive impact on long-term sustainable growth, praising the team's genuine approach and commitment to shared values, fostering a warm and collaborative environment within their own team. This collaborative spirit contributes to overcoming challenges swiftly and effectively, creating alignment critical to a productive and fruitful partnership.
Natalie Tsirimokos
- Founder -
"Hello Earth excel with Meta's latest product developments, they quickly utilise new platform features such as CAPI, Advantage+ Shopping, ads for Reels placements and more to benefit their clients.
Hello Earth successfully combine Creative Strategy and Meta Media Buying. All of their media buyers are Creative Strategy certified, and they deliver creatives in house with our team of creative strategists and designers."
Emma Mathews
Head of Industry, Global Business Group, Meta
