Blueland’s mission is to reduce single-use plastic waste by providing innovative cleaning solutions that are eco-friendly and refillable. By eliminating the need for single-use plastic bottles, Blueland aims to promote a more sustainable approach to cleaning that is also powerfully effective and convenient. They utilize subscriptions to further their sustainability efforts and offer a refill program.
Blueland implemented Recharge in 2020. The company sought to optimize their subscription model, provide better value to customers, and streamline their communication processes. By integrating Recharge with Klaviyo, Blueland aimed to enhance their subscription experience, improve customer retention, and increase the average order value (AOV) of their customers.
“[These are] strategies people should be using to not only grow their subscriber base, but also increase its value. And the data is all available from Recharge to Klaviyo. You just have to learn how to leverage it.”
Senior Manager of Retention, Blueland
Blueland aimed to build brand trust through consistency, engagement, and data-driven personalization across all communication channels with their customers. To set themselves up for success, they wanted to ensure this personalization was showcased beyond the initial purchase to ensure timely and relevant communication. Through the use of Klaviyo triggers that integrated with subscriptions powered by Recharge, Blueland identified mitigating passive churn as a significant area of opportunity. They aimed to recover this lost revenue and reduce churn by implementing effective communication strategies with Recharge’s Klaviyo integration.
By using Recharge’s integration with Klaviyo, Blueland gained a fuller picture of how users engaged with their brand through transactional emails and website interactions. This integration enabled them to access real-time Recharge data within Klaviyo for advanced segmentation, which enabled them to inform customers in the right ways and at the right time, enhancing the overall experience.
They leveraged the integration to streamline their communication flows by utilizing Quick Actions to provide a frictionless experience for customers. This allowed them to access their subscription account seamlessly and reduce customer support ticket volume.
To address passive churn, Blueland utilized Recharge's automated retry feature for failed charge processing. They also designed specific email flows in Klaviyo based on different error reasons, such as declined cards, expired cards, and insufficient funds. This targeted approach increased open rates and click-through rates, recovering significant amounts of revenue.
They recognized that subscription cancellations were not the end of the customer lifecycle. They ensured clear communication with customers about their cancellation, offering peace of mind and instructions on reactivation if desired. By sending cancellation emails specific to each cancelled item in a subscription kit, Blueland was able to build brand loyalty and trust.
Blueland observed impressive engagement metrics with their messages well above industry benchmarks. Transactional emails, which highlighted the importance of subscription-related communications, achieved a 79% open rate and a 14% click-through rate. Cancellation emails, with clear instructions and reactivation options, achieved an above-average open rate of 70% and a 1.1% click-through rate. With their Charge Failed flow, they were able to recover $2.41 per recipient from subscribers who were going to otherwise passively churn out. Lastly, with the use of Quick Actions to direct customers to add products to their next order, Blueland was able to increase customer AOV.
All of these combined have laid down the foundation to allow them to iterate on their data and continue improving. By addressing challenges related to branded emails, passive churn, and customer support, Blueland has achieved impressive engagement metrics, reduced operational overhead, and improved the AOV of their customers—and they only continue to iterate on optimizing the customer experience to grow their brand and customer base.
“It's been really great to see the leaps and bounds that the team has been making to make [these campaigns possible with Klaviyo]. My number one priority as a marketer is that our marketing tech stack speak to each other and thus amplify their individual impact."
Senior Manager of Retention, Blueland