Klaviyo success story · Skincare brand with day spas

How Naturopathica grew booking revenue from email 43% in its first full quarter of automated flows.

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

The skincare brand runs four East Coast spas, and every spa email went to one list of everyone who had booked in two years. Connecting the booking system to Klaviyo made aftercare, birthday and nearby-spa emails possible, and booking revenue from email rose 43% quarter over quarter.

Business: Naturopathica
Market: East Coast spas and US online store
Goal: More spa bookings from email

Quiet spa treatment room with a made-up massage table by a window

The results.

Booking revenue growth compares Q1 2024, the first full quarter with flows, with the quarter before. The flow share covers the first 30 days of flow revenue. Staff use is compared with the previous email platform.

43%quarter-over-quarter growth in email revenue from bookings
17%of Klaviyo-attributed booking revenue from flows
5xmore staff could use the email platform unassisted

Q1 2024 against Q4 2023; first 30 days of flow revenue. Klaviyo-attributed results as published by Klaviyo. Klaviyo does not state the attribution window or method.

The challenge.

Naturopathica was founded in 1995 by an esthetician and herbalist as a modern apothecary. It makes plant-based, cruelty-free skincare and runs four spas on the East Coast, with more on the way. Personalized email already worked well for its online store, and it wanted the same for spa guests.

The spa side ran on a bare-bones email tool. Segmenting was so hard that every email went to one list: everyone who had booked in the past two years. The tool did not track opens or clicks, and its reports were hard to use without a performance marketing background.

Klaviyo personalized send time setting with a sending window

What they did.

Email flows · Booking system integration · Location-based email content

Connected the booking system: Klaviyo was linked to the spa’s booking platform, which brought in booking history right away and showed whether each email drove online sales, spa bookings or both.
Aftercare the moment the visit ends: A flow sends personalized aftercare tips right after each appointment, and another sends a birthday discount code.
Engaged guests first: Campaigns went to guests who had booked in the last six months, with segments based on opens and clicks planned now that those are tracked.
Spa promotions by location: Online store campaigns now include the spas, and a book an appointment button appears only for customers who live near a location.
A platform the whole team can use: Five times as many staff can now work in the email platform without help, so the spas no longer depend on one specialist.

Why it worked.

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

Right after the visit is the best moment: Aftercare tips arrive while the treatment is fresh, which builds trust and sets up the next booking.
Personal beats one list for everyone: A guest who booked last week and one who visited two years ago need different messages. Segments made that possible.
Two businesses selling each other: Product customers learn about the spa near them, and spa guests hear about products, so each side brings customers to the other.
Measurement changed the plan: Seeing opens, clicks and booking revenue showed which emails filled appointments, so effort went to what worked.

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.

Connect your booking software: We link your booking system to your email and text platform, so every appointment can trigger the right follow-up.
Build the appointment flows: Confirmation, aftercare, rebooking reminders, birthday offers and win-back for lapsed guests, set up and run through our Klaviyo email and SMS management.
Send the right guests to the right location: For multi-location spas, salons and clinics, offers and booking buttons are matched to each customer’s nearest location.
Be found when people search: Guests search for spas and treatments near them before they book. Our SEO services and Google Business Profile work put you in that search.