Subscription coffee · Klaviyo SMS
Turning campaigns into a channel for a coffee subscription
Twelve weeks of segmentation, cadence control, and a rebuilt welcome journey moved campaign conversion from 0.4% to 1.7%.
- 4.3×
- campaign conversion
- 12 weeks
- measured window
- Illustrative
- anonymized engagement
01
Why was the list not converting?
The brand sent the same weekly offer to monthly subscribers, gift buyers, and one-time purchasers. Clicks looked acceptable, but the message rarely matched the customer's next likely purchase. Campaign conversion stayed at 0.4%, and opt-outs reached 0.61% per send because frequency increased without adding relevance.
02
How did the program change?
We separated active subscribers from replenishment prospects and gift buyers, then built a calendar around roast drops, delivery timing, and replenishment windows. A new welcome journey asked one preference question before promoting a subscription. Suppression rules kept recent purchasers and people already in an automation out of broad campaign sends.
03
What did the twelve-week window show?
Campaign conversion rose from 0.4% to 1.7%, campaign click-through reached 10.6%, and opt-outs fell from 0.61% to 0.34%. SMS accounted for 14% of revenue by week twelve. The conversion and click figures sit inside Klaviyo's current good-performance bands, while the lower opt-out rate returned to Postscript's published range.