Klaviyo success story · Southern food brand shipping nationwide

How Callie’s Hot Little Biscuit grew flow revenue 157.8% with a loyalty program built from email flows.

Name: Overtop Media Digital Marketing
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Points apps never caught on with its customers, so the Charleston biscuit brand built loyalty from its own order data instead. Automated emails tell shoppers what their next order unlocks, and revenue from flows more than doubled year over year.

Business: Callie’s Hot Little Biscuit
Market: Charleston, South Carolina, shipping across the US
Goal: More orders per customer each year

Golden buttermilk biscuits piled in a blue bowl on a red table

The results.

Compared with the same period a year earlier, measured since the loyalty flows launched in June 2023.

157.8%year-over-year growth in revenue from flows
62.5%year-over-year growth in Klaviyo-attributed revenue
77.2%year-over-year growth in placed order rate on flows

Year-over-year comparison since June 2023. Klaviyo-attributed results as published by Klaviyo. Klaviyo does not state the attribution window or method.

The challenge.

Callie’s Hot Little Biscuit started in 2005 with a family biscuit recipe and grew into a Charleston food brand that ships fresh-baked biscuits, biscuit mixes and pimiento cheese across the country. For years its emails read like notes to friends and family: news from the bakery, a pie contest, little else. Competitors were sending polished, shoppable emails, and the brand’s old email tool did not even connect to its Shopify store.

The bigger issue was frequency. The average customer ordered about twice a year. The team had tried points-based loyalty apps, but customers never took to them, and the brand was paying for software that was not moving repeat orders.

Klaviyo segment builder creating a VIP segment from an AI prompt

What they did.

Email flows · Loyalty program built on flows · Shopify purchase data

Moved email onto the store data: The brand switched to Klaviyo email marketing, connected to Shopify, so every order and every product view could shape what a customer received next.
Started with the basics: In the first year the team set up a welcome series and an abandoned cart flow, saw the lift, and kept building. More than 20 flows now run on their own.
Loyalty without a loyalty app: Using only purchase data and automated flows, a second order in a year triggers a message that the next order earns V.I.B. (Very Important Biscuiteer) status. A third order triggers a message that the next one ships free.
Rewards that grow with the customer: The incentive to place the next order changes and grows with each customer’s order total for the year, so the best customers always have something new to reach for.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

The reward arrives at the right moment: The message lands right after an order, when the customer is happiest with the brand, and tells them exactly what the next order earns.
No app to download, no points to track: Customers did not have to join anything or learn a points system. The program simply showed up in their inbox, which is why it worked where the apps had not.
Built on order data the brand already had: Every rule runs on Shopify purchase history, so the program cost nothing extra to run and needed no new data collection.
Flows keep selling every day: A campaign sells once. A flow works for every customer who reaches the trigger, which is how a small team turned email into steady repeat revenue.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Klaviyo email and SMS management.

Map your repeat-purchase moments: We look at how often your customers buy and where they drop off, then decide which order, which day and which reward should trigger each message.
Build the core flows first: Welcome, abandoned cart, browse and post-purchase flows go live first, set up as part of our Klaviyo email and SMS management, before any loyalty logic is layered on.
Turn loyalty into automated tiers: Your best customers get status and perks by email and text, based on what they actually buy, without a separate loyalty app to pay for.
Fill the top of the list: Flows only work on the people who join your list. Our Meta Ads management brings in new shoppers for the welcome flow to convert.