Klaviyo success story · Coffee roaster with 100+ coffee shops and online subscriptions

How Coffee Beanery earned a 65x return by putting email and text on one platform.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

The family coffee company was emailing and texting the same customers at the same moment from two tools that did not talk to each other, and its loyal, older subscribers were getting annoyed. One platform, smarter forms and staggered flows fixed the cadence and grew revenue.

Business: Coffee Beanery
Market: United States and abroad
Goal: Stop over-messaging loyal subscribers

Roasted coffee beans in a burlap sack with a wooden scoop beside a cup of coffee

The results.

All figures cover Q4 2024, the first full quarter with Klaviyo email and SMS. Revenue growth compares Q4 2024 with Q4 2023.

65xreturn on Klaviyo spend
29%year-over-year growth in Klaviyo-attributed revenue
47%of online store revenue came from Klaviyo

Q4 2024; year over year for revenue growth. Klaviyo-attributed results as published by Klaviyo. Klaviyo does not state the attribution window or method.

The challenge.

Coffee Beanery has made specialty flavored coffee since 1975. The family business now has more than 100 coffee shops in the US and abroad and an online store built on subscriptions, with some subscribers who have been buying for more than 40 years.

Email ran on Klaviyo and texting on a separate tool, and the two did not coordinate. Customers often got an email and a text about the same thing at the same time. Many of them were older, long-standing buyers, and the over-messaging was making them unhappy, which put the repeat business at risk.

Two phones showing promotional text messages sent with Klaviyo SMS

What they did.

Email and SMS on one platform · Two-step sign-up forms · Email and SMS flows · Customer account hub

Moved texting next to email: Klaviyo SMS replaced the separate texting tool, cost less, and put both channels under one schedule.
Two-step forms that ask a question: Sign-up forms offered a special deal in exchange for the shopper’s favorite product type. In the past year the email list grew 27% and the text list 124%.
Segments by taste: Preference answers and purchase history were combined, so whole bean buyers hear about beans and pod buyers hear about pods.
Staggered email and text flows: Abandoned cart, shipping and refill reminder flows send email and text in a set order to people on both lists. Flow revenue grew 12% year over year in Q4 2024.
A customer account hub: A signed-in customer hub on the store lets customers see orders, rewards and support. It brought in more than $8,000 in just over two months.

Why it worked.

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

Fewer messages, more sales: Coordinating email and text cut the noise. Unsubscribes fell 39% year over year while revenue grew.
Ask, then personalize: One question on the sign-up form told the brand what each new subscriber wanted, from their very first email.
Loyal customers protected: For a business built on long-time subscribers, keeping them happy matters more than any single campaign.
Fewer tools, lower cost: Dropping a separate texting tool and a third-party form app saved money on top of the extra 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.

Set one cadence for every channel: We plan email and text together so customers hear from you at the right pace, managed through our Klaviyo email and SMS management.
Ask the right question at sign-up: A two-step form collects one useful preference, so every welcome and campaign starts personal.
Automate refills and reminders: For coffee, supplements, pet food and anything people run out of, replenishment flows bring customers back right on time.
Bring new subscribers in: Our Meta Ads management finds new customers who look like your best subscribers and sends them to your sign-up offer.