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RevAir
Built in KlaviyoKlaviyo Master Platinum partner
Case study · Email personalization

One email. Four hair types.

Driving flow revenue through identity and behavioral personalization.

RevAir was already collecting hair type at signup and rich behavioral signals on site. We put both to work inside their flows, without collecting a single new data point, and click-through rate more than doubled.

ClientRevAir ChannelEmail PlatformKlaviyo TimeframeFirst 6 months of flows
Click-through rate across flows
+136.74%

More than double the clicks once every email matched the subscriber's hair type.

Revenue per recipient
+75.3%

Every email sent earned more once it matched the subscriber and the moment.

Total attributed flow revenue
+53.1%

Relevance-driven creative and intent-based education compounding across the lifecycle.

Before vs. after, indexed

Indexed: before = 100, after = the same metric six months in.

The challenge01

The data was there. The flows weren't using it.

RevAir had access to both zero-party customer data and rich behavioral signals, but neither was fully activated within flow creative or conversion moments. Their existing flows faced three key challenges:

  • Creative skewed heavily toward Type 4 hair, leaving customers with Type 1, 2 and 3 hair feeling less represented.
  • Zero-party hair type data was being collected but not meaningfully used within flows.
  • Abandonment flows relied on Klaviyo's native dynamic blocks, limiting educational depth and conversion optimization.

The result was missed opportunity across both engagement and revenue-driving moments.

The strategy02

A two-layer personalization framework.

The most effective lifecycle programs don't rely on a single data source. We paired identity-based personalization with behavioral intent, so every email would feel personally relevant and conversion-focused at the same time.

Layer 1 · Relevance

Who they are

Zero-party data · hair type popup

RevAir collected self-reported hair type via popup. We activated it inside automated flows with show/hide logic, so each subscriber received content aligned to their hair type.

  • Hero imagery
  • Supporting creative
  • Educational messaging
Layer 2 · Conversion

What they did

Behavioral data · abandonment logic

We rebuilt the abandonment flows with custom HTML blocks and show/hide logic. Instead of generic product modules, subscribers saw an educational block for the exact item they engaged with.

  • Viewed
  • Added to cart
  • Began checkout
Why it worked03

The right data at the right moment.

Layer 1 made subscribers feel seen: every hair type was represented, which built emotional connection to the brand. Layer 2 met high-intent shoppers with product-specific benefits and educational context that reduced hesitation and articulated value clearly.

Together, relevance-driven creative and intent-based education created a compounding performance effect across the lifecycle, and gave RevAir far more creative control than native blocks ever could.

  • Email
  • Klaviyo
  • Zero-party data
  • Show/hide logic
  • Custom HTML
Layer 1 · Identity

Pick a hair type.

This is the same welcome email. What a subscriber sees depends on the answer they gave in the popup.

Type 1 hero: a woman with straight blonde hair, copy reads the Reverse-Air dryer that dries, straightens and smooths in one step Type 2 hero: a woman with wavy blonde hair, copy reads dries, straightens and smooths Type 3 hero: a woman with curly dark hair, copy reads dries, stretches and smooths Type 4 hero: a woman with coily hair, copy reads dries, stretches and smooths
Show/hide logic
Popup answer
Type 1 · Straight
Hero shown
Type 1 creative
Promise
Dries, straightens, and smooths

Even the copy follows the hair: "straightens" for Types 1 and 2, "stretches" for Types 3 and 4. Before this, flow creative skewed heavily toward Type 4 hair.

Layer 2 · Behavior

The abandonment block, rebuilt.

Custom HTML blocks with show/hide logic replaced Klaviyo's native dynamic block, so every abandoner sees education about the exact product they left behind.

  • Viewed
  • Added to cart
  • Began checkout
BeforeNative dynamic block
Before: a generic product module showing the dryer, product name, price and a Return to Cart button
  • Product name and price only
  • No reason to come back
  • Limited creative control
AfterCustom HTML block
After: a branded block for the Reverse-Air Dryer listing three benefits, reduces drying time by up to 70 percent, preserves hair's overall health, made for all hair types, with a Return to Cart button
  • Product-specific benefits
  • Educational context to reduce hesitation
  • Clear value articulation, on brand

The right data at the right moment.

"Personalization isn't just about using more data, it's about using the right data at the right moment. We saw an opportunity to move beyond one-size-fits-all flow creative by activating the zero-party data RevAir had already collected to speak directly to each individual subscriber. By combining identity-based personalization with behavior-driven education, we made every email feel more relevant at the moment it mattered most. That balance of relevance and intent ultimately drove meaningful gains in engagement, conversion, and revenue."

Miranda MattsonDirector of Lifecycle & Retention Marketing, ATTN Agency
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