From Insights To Inbox: Alen Sees Up To 17X ROI

THE CHALLENGE

Segment Ninja is an innovative SaaS segmentation integration for Klaviyo users that leverages Claritas PRIZM® Premier segmentation. It allows CRM marketers to identify their highest-value customers to improve activation and revenue instantly. It leverages rich insights to drive acquisition campaigns with real demographic, lifestyle, and psychographic data. Alen, an innovator in HEPA air purification products, used Segment Ninja’s help to identify its best-performing customer segments so they could engage them in an acquisition email campaign and measure ROI with confidence and granular insight.

SOLUTION

Each of Alen’s e-commerce transactions captured in Klaviyo includes a USPS-validated delivery address. PRIZM® Premier segment codes were then appended to each address. Segment Ninja’s platform took this data and created a tree map visualization highlighting the brand’s top audience segments, including real-time generated personas built to assist creative and copywriting teams in customizing messaging. ​

Next, an email acquisition campaign was launched through Claritas, targeting the top three PRIZM Premier audiences Segment Ninja previously identified as highly desirable, high-value buyers. Essentially, they made up approximately 20% of their customers but drove 80% of revenue, known as Pareto Economics. A test campaign was run using Claritas’ opted-in consumer email network, operating outside of Klaviyo to enable compliant acquisition. Klaviyo captured the leads, buyer intent, and conversions. A matchback analysis showed 17xROI at the address level.​

The same top-performing audience segments were used by Alen’s media agency for OTT advertising campaigns. Preliminary results exceeded expectations, setting the stage in the future for more focused spending on acquisition campaigns and AI-powered insights.