A Klaviyo rebuild that proved the commercial value of Email and SMS channels.
Sector
B2B
Services
CRM
Technologies
Klaviyo
Primary Pop-up Submit Rate
Reduction in Unsubscribes
ROAS from New Flows
The Challenge
The Challenge
Sweet Squared is a leading distributor of professional beauty products, proudly representing premium brands in nails, waxing, skincare, lashes, and foot care across the UK and Ireland. With a mission to empower beauty professionals through high-quality products and expert training, Sweet Squared is dedicated to supporting the success of salons and beauty experts.
But while paid media campaigns and on-site performance were both holding up well, Sweet Squared’s email and SMS programmes were not scaling at the same high rate. List sprawl, legacy segments, and inconsistent flows meant these vital owned channels weren’t living up to their true potential, nor were they supporting B2B customers with the right level of relevance and control.
As channel diversity became more strategically important – due to a shifting focus on leveraging first party data – Sweet Squared needed a strategic partner who could transform email and SMS from a supporting tactic into a reliable, well-governed growth channel.
Sweet Squared trusted Glass Atlas to stabilise and strengthen their Klaviyo setup within a strict three-month window. The priority was not volume, but foundation: creating a clean, scalable lifecycle system that could compound over time.
Work focused on three key areas:
- Account hygiene and governance. We consolidated or removed more than 110 legacy lists and retired over 30 outdated segments. This reduced complexity, improved deliverability, and gave the team a clearer operating model.
- Subscriber experience and control. We reworked sign-up forms to clarify value exchange, refresh creative, and introduce optional SMS capture. We also introduced a new preference centre, giving subscribers more control over how and when they were contacted while enabling cleaner segmentation for B2B use cases.
- Lifecycle foundations. We built or rebuilt core flows to establish a dependable baseline across the customer journey, including Welcome, Browse Abandonment, Abandoned Cart, Back in Stock (SMS), Winback, and Sunset flows. We designed these as modular building blocks rather than one-off executions for scalability and replicability purposes.
The Solution
The Solution
The Results
All in all, the work we delivered improved not only performance, but resilience, too. Clearer value exchange drove more qualified sign-ups, new flows delivered strong direct returns, and improved account hygiene reduced churn, leaving the channel in a healthier, more sustainable state.
Beyond the numbers, Sweet Squared gained confidence that Email and SMS could operate as dependable growth channels. The account is now easier to manage, easier to extend, and better aligned with long-term retention goals.
Primary Pop-up Submit Rate
Reduction in Unsubscribes
ROAS from New Flows
In just a few months, the Glass Atlas team delivered clear improvements in performance. Higher engagement, fewer unsubscribes, and meaningful revenue from new flows convinced us that email and SMS could be a reliable growth channel for our future.
