RAD Roller Increased Klaviyo Conversions 86% With a Stronger Email & SMS Strategy
Klaviyo email and SMS performance through segmentation, rebuilt lifecycle flows, educational content, and an Attentive-to-Klaviyo SMS migration.
The Challenge
RAD Roller has been a major player in the recovery and mobility space for more than a decade, building strong brand recognition and seeing significant growth through Amazon. But there was a major opportunity to turn its large owned audience into a stronger direct-to-consumer growth channel.
Email campaigns were being sent sporadically, limiting engagement and contributing to deliverability issues. Lifecycle flows needed to be rebuilt around the customer journey, and SMS was being managed separately through Attentive at a higher platform cost.
The goal was to create a more consistent, integrated email and SMS program that could activate RAD Roller's existing audience, improve deliverability, and support sustainable DTC growth.
“We found that longer-form, educational content was what drove the most quality engagement for RAD. We loved the challenge of finding a way to give tons of information while making it easy to understand and visually interesting.” - Evan Corliss, Founder @ eCora
Our Approach
1. Redesigned campaigns around education
We refreshed RAD Roller's email creative and shifted the campaign strategy toward educational content, product use cases, recovery tips, and helpful information. Promotional messaging remained part of the mix, but the brand had more reasons to show up in the inbox than simply asking for a purchase
2. Rebuilt segmentation to improve deliverability
We implemented a new engagement-based segmentation strategy to focus sends on subscribers most likely to interact while creating a more intentional approach for less-engaged contacts. This allowed RAD Roller to increase campaign reach while improving key list-health metrics.
3. Rebuilt lifecycle flows around the customer journey
We rebuilt and optimized RAD Roller's core Klaviyo flows with updated creative, stronger messaging improved timing, and more intentional segmentation. Rather than treating flows as isolated automations, each message was designed around where the customer was in the buying journey.
4.Migrated SMS from Attentive to Klaviyo
We consolidated SMS into Klaviyo to reduce unnecessary platform costs and create a more integrated customer experience. Bringing email and SMS into the same ecosystem made it easier to coordinate channel strategy around customer behavior instead of running two disconnected programs.
The Results
RAD Roller was able to substantially increase the reach and consistency of its lifecycle marketing program while improving engagement, automation performance, and deliverability.
Campaign Performance
Campaign performance improved significantly as RAD Roller adopted a more consistent, education-led email strategy. Campaign reach increased 110.04%, while email open rate increased 26.00% and click rate increased 31.87%. Overall, Klaviyo-attributed conversions increased 85.81%, showing that expanding reach through stronger content and smarter segmentation translated into meaningful customer action.
Lifecycle Flow Performance
Rebuilt lifecycle flows drove stronger engagement and purchase behavior throughout the customer journey. Email flow click rate increased 15.71%, while placed order rate increased 95.88%. Flows also accounted for 58% of Klaviyo-attributed conversions, making lifecycle automation a major contributor to RAD Roller’s DTC growth.
Deliverability & List Health
RAD Roller more than doubled campaign reach while simultaneously improving key deliverability metrics. Email bounce rate decreased 58.34%, spam rate decreased 19.05%, and unsubscribe rate decreased 10.11%. The combination of greater reach and healthier engagement demonstrates the impact of scaling email through engagement-based segmentation rather than simply increasing send volume.
Performance Snapshot
| Area | Metric | Year to Date |
|---|---|---|
| Overall | Attributed revenue | +85.81% |
| Campaigns | Email open rate | +26.00% |
| Campaigns | Email click rate | +31.87% |
| Campaigns | Campaign reach | +110.04% |
| Flows | Email click rate | +15.71% |
| Flows | Conversion rate | +95.88% |
| Flows | Klaviyo-attributed conversions | +58% |
| Deliverability | Bounce rate | -58.34% |
| Deliverability | Spam complaint rate | -19.05% |
| Deliverability | Unsubscribe rate | -10.11% |
| SMS | Click rate | +139.97% |
Key takeaway: RAD Roller more than doubled campaign reach while simultaneously reducing bounce, spam, and unsubscribe rates. That combination shows the value of scaling send volume through smarter segmentation rather than simply sending more email.
“eCora’s been super helpful for us....Running a mix of digital strategies can be confusing, difficult, etc....But eCora has helped clean everything up for us, streamlined everything, and doubled our email revenue in a short period of time!”
The Outcome
By combining stronger creative, educational content, smarter segmentation, rebuilt lifecycle flows, and an integrated SMS strategy, RAD Roller turned Klaviyo into a much stronger DTC growth channel.
The brand was able to reach more of its audience while improving deliverability, increase engagement across both campaigns and automations, and consolidate email and SMS into a more efficient customer experience. Instead of relying primarily on marketplace growth, RAD Roller now has a stronger owned marketing engine designed to build direct customer relationships and drive repeatable DTC growth.
