Driving Flow Revenue Through Identity + Behavioral Personalization

RevAir's existing email flows faced three key challenges: creative skewed heavily toward Type 4 hair, leaving customers with Type 1, 2, and 3 hair types underrepresented. Zero-party hair type data was being collected but not meaningfully activated within flows. And abandonment flows relied on Klaviyo's native dynamic blocks, limiting educational depth and conversion optimization.

ATTN implemented a dual personalization framework. Layer 1 activated zero-party hair type data collected via popup, using show/hide functionality to dynamically tailor hero imagery, supporting creative, and educational messaging to each subscriber's specific hair type. Layer 2 rebuilt abandonment flows with custom HTML blocks paired with show/hide logic, replacing generic product modules with educational content based on the exact item each subscriber viewed, added to cart, or began checkout for — emphasizing product-specific benefits and reducing purchase hesitation.

• +136.7% Click-Through Rate Increase
• +75.3% Revenue Per Recipient Lift
• +53.1% Total Flow Revenue Lift