Box2's has higher conversions after switching from Klaviyo

Brick-and-mortar to online only

Box2 started in 1982 as a physical women's fashion store in Brighton, England, but after customers from all over the UK showed interest in their clothes, they eventually expanded to several physical stores nationwide - but a number of circumstances including COVID-19 and less flexibility when running franchises eventually led them to close the stores and move on to being an exclusively online business. 

They sell women's plus-size clothes and their customers primarily range from +45 all the way up to 90 years of age! 

What's unique about their customers is that they are super trusting and loyal shoppers: if they receive an email from Box2, they're excited and want to shop.

The team behind Box2 is small; they're 4 people in total: the founder Nicky Smith, a dedicated customer supporter, the marketing assistant Emma Smith, and then Ingrid Schimmel who's the commercial director. It was Ingrid and Emma who ultimately decided to switch from Klaviyo to Drip in the start of 2024. 

More and higher-spending VIPs

“Klaviyo was very restrictive, and Drip offered a more diverse approach to our email marketing. Drip provided us with a better setup for segmentation and gave us the opportunity to target our customers on a more personal level," Ingrid explains. 

Box2 wanted to work more intensely with segments and felt that it was a slow and difficult process to get them set up and experiment in Klaviyo: 

"It just felt unnecessarily difficult to get done in Klaviyo. In Drip, you can easily play around with everything without actually making any changes or messing everything up. It's also just a lot quicker to run experiments" Ingrid says. 

After migrating, Ingrid and Emma set up their VIP (more than 5 orders) and super VIP (more than 10 orders) segments and both customer groups have continued to grow. 

"I looked this morning and the amount of engaged subscribers is growing in Drip. What's even better is that they're also spending more than they did in Klaviyo."

The best emails are even better in Drip

Today, Box2 sends single emails 2-3x a week and has 3 active workflows: abandoned cart, welcome, and one that adds a subscriber to their Facebook custom audience. Both campaign emails and workflows are outperforming the numbers they were seeing in Klaviyo. 

Their best performing sale email in Klaviyo had a 10.37% click rate and a 0.63% conversion rate. In comparison, their best performing sale email in Drip had a 15.27% click rate and a 1.31% conversion rate.

That's a 107.9% increase in conversion rate! 

"I'm obviously very happy with those results, and it's not that we've done anything significantly different in Drip than we did in Klaviyo, so that can probably be put down to Drip performance" Ingrid says. 

Needless to say, Emma and Ingrid haven't looked back since they decided to make the move from Klaviyo to Drip: 

"We're very happy with what Drip gets us in terms of numbers - of course we always strive to do better - but we're happy with everything. Next step for us will be to set up even more segments and give our customers a super-personalised experience, and I'm sure that'll reflect on our numbers, too", Ingrid concludes. 

What those numbers will look like will be interesting to see, as a whopping 66.2% of Box2's revenue is attributed to Drip!

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