Klaviyo success story · Women’s clothing boutique with stores, a website and an app

How The Willow Tree Boutique grew email revenue 44.6% by letting AI predict when shoppers will buy.

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

A women’s boutique that started as one shop in Northeast Alabama began sending its campaigns to segments built from AI predictions: who is due to buy again, who spends the most. Campaign revenue rose 53.1% in six months, and the boutique had its best Black Friday ever.

Business: The Willow Tree Boutique
Market: Northeast Alabama, selling online across the US
Goal: Send each shopper the right campaign at the right time

Patterned women’s blouses on wooden hangers on a boutique clothing rack

The results.

Revenue growth compares 2023 with 2022. Campaign growth compares the second half of 2023, the first six months using predictive analytics, with the first half. The segment share covers 90 days.

44.6%year-over-year growth in Klaviyo-attributed revenue
53.1%half-over-half growth in revenue from Klaviyo campaigns
17.1%of Klaviyo-attributed revenue from predictive segments

Full year 2023; H2 2023 against H1 2023; 90 days for predictive segments. Klaviyo-attributed results as published by Klaviyo. Klaviyo does not state the attribution window or method.

The challenge.

The Willow Tree Boutique opened in 1992 as a single women’s clothing shop in Northeast Alabama. It now has several storefronts, an online shop launched in 2019 and a free live-selling app, and a loyal email list with plenty of data on how each subscriber shops.

Segmenting by engagement was easy. Segmenting by how much and how often people bought was not. Price-conscious shoppers were getting emails about pieces far outside their budget, and occasional shoppers were getting more messages than they wanted.

Klaviyo customer analytics cards with lifetime value and purchase trends

What they did.

Email campaigns · AI predictive analytics · Predictive segments

Started with one predictive segment: In June 2023 the boutique began using Klaviyo’s AI predictive analytics. The first segment was customers whose predicted next order date fell within 30 days either side of the send.
Premium pieces to proven spenders: Campaigns for higher-priced clothing went to segments of customers with a predicted lifetime value over $500 or an average order over $150.
Wider reach without blasting: Predictive segments were combined with the usual engaged segments, so campaigns reached more people without feeling like spam.
A wider net for the holidays: For Q4 2023 the purchase-frequency rule widened from customers who order less than 30 days apart to less than 60 days, which helped deliver the boutique’s highest-revenue Black Friday and Cyber Monday ever.

Why it worked.

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

Timing beats volume: Reaching a shopper when she is due to buy again makes one email do the work of five.
Price matched to the person: Sending premium pieces only to people who buy at that level lifts sales and stops putting off everyone else.
Fewer unwanted emails: Occasional shoppers hear from the boutique less often, which keeps them subscribed and listening for the messages that matter.
The data was already there: The predictions came from purchase history the boutique already had, so the gain came from using its data, not from buying more traffic.

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.

Segment by value and timing: We build segments from predicted next order date, lifetime value and order size, so every campaign goes to the people most likely to act on it.
Plan the calendar around them: Launches, restocks and sales are matched to the right segment, with campaigns written and sent through our Klaviyo email and SMS management.
Scale up for peak season: Before Black Friday and the holidays we widen the right rules and grow the list, so the biggest weeks reach the most likely buyers.
Use the same data in ads: Your best-customer segments can shape your ad audiences too. Our Meta Ads management uses them to find more shoppers like your best ones.