THE BRAND
Rose-Hip Vital is an Australian-owned family business that offers natural supplements for dogs, horses, and humans. Their rosehip powder products are backed by scientific research and loved by loyal customers and some who have been buying canine products for over a decade.
THE OPPORTUNITY
As a multi-species supplement brand, Rose-Hip Vital needed a more dynamic email marketing platform that could support complex segmentation and messaging. A particular challenge arose with long-time customers purchasing across categories, like a loyal dog supplement buyer who decides to try the human range for themselves. These moments required nuanced messaging, balancing education and personalisation. At the same time, the brand was migrating from Ontraport to Klaviyo, and was concerned that the transition might impact revenue.
Our main goal was to protect performance during the October Long Weekend Sale, a key moment in RHV’s calendar. But instead of just maintaining last year’s performance, we grew revenue by 25%, proving Klaviyo’s more advanced features and Andzen’s personalisation strategies didn’t just work, they delivered.
THE STRATEGY
Andzen led the end-to-end migration and strategic overhaul of Rose-Hip Vital’s email marketing program, ensuring the platform switch didn’t just protect performance, it actively enhanced it.
Cross-category personalisation
Custom logic was developed to identify when a customer purchased from a new category for the first time. This triggered flows that acknowledged their history (e.g., years of canine purchases) while providing targeted education for their new product journey (e.g., human supplements).
Domain warming with zero historical data
Andzen led the end-to-end migration and strategic overhaul of Rose-Hip Vital’s email marketing program, ensuring the platform switch didn’t just protect performance, it actively enhanced it.
Education-first flows for new category buyers
First-time human supplement buyers received tailored educational flows to help them build confidence, understand the product benefits, and establish new habits.
RESULTS
The technical complexity of building logic for cross-category personalisation, especially when combined with a migration, made this a significant strategic and operational challenge.
KLAVIYO Performance
| METRIC | RESULTS |
|---|---|
| October Campaign Revenue | +27% YoY |
| BFCM Campaign Performance | +54.2% YoY |
| Welcome Flow – Conversion Rate | 37.68% Above Benchmark |
| Abandoned Checkout Flow – Conversion Rate | 8.79% Above Benchmark |
| Form Submissions – Conversion Rate | 8% Above Benchmark |
Despite early concerns about potential revenue loss, the outcome was anything but uncertain. With a sharp email strategy and seamless Klaviyo integration, Andzen helped Rose-Hip Vital turn risk into reward, driving growth, unlocking new revenue streams, and proving that strategic change can pay off in a big way.
INDUSTRY
Pets & Health Supplements
PLATFORMS
Klaviyo CRM
OPPORTUNITY
Rose-Hip Vital needed a more sophisticated email platform to support cross-category personalisation and safeguard revenue during a critical sale while migrating from Ontraport to Klaviyo.
SOLUTION
Andzen executed a full Klaviyo migration with advanced segmentation, cross-category triggers, and education-first flows – boosting revenue by 25% during a key campaign.
RESULT
- October Campaign Revenue: +27% YoY
- BFCM Campaign Performance: +54.2% YoY
- Welcome Flow – Conversion Rate: 37.68% Above Benchmark
- Abandoned Checkout Flow – Conversion Rate: 8.79% Above Benchmark
- Form Submissions – Conversion Rate: 8% Above Benchmark
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