Working with Carlson, Absolute Web focused on three things:
Carlson Labs
Nutritional Supplements, on Shopify
Platforms and Integrations:
See all our PartnersWhen Absolute Web took over the Klaviyo account in early 2026, Carlson had a mature email program and a loyal customer base. What it did not have was much working in the background.
The automations had been built years earlier and left largely untouched, so the program leaned on campaign volume to make its number, and flows were carrying well under half of revenue. The larger gap was the lack of the SMS channel. For a brand selling daily-routine supplements on predictable refill cycles, text was the obvious missing piece.
- Lifecycle strategy
- Klaviyo flow architecture
- Email and SMS production
- Segmentation
- Monthly reporting
“We had a strong email program in place, but SMS was an opportunity we knew we were missing. Adding it to our lifecycle strategy gave us another way to connect with customers and quickly became an important part of our retention program, driving incremental revenue alongside email.”
Mike Paravola Marketing Manager, Carlson LabsClient Overview
Carlson Labs has been making Norwegian-sourced fish oil and vitamins since 1965. Third-party tested, IFOS certified, still run by the founding family. Customers purchase these products on predictable schedules, which is exactly the profile lifecycle marketing is built to reward.
+10%
of Klaviyo-attributed revenue now comes from SMS, on about 2% of total send volume
~5x
the revenue per recipient of email, inside the same automated flows
+75%
growth in automated lifecycle flow revenue, year over year
The Solution
Absolute Web rebuilt the program around automations first, then launched SMS inside those automations rather than beside them. The sequencing mattered more than the tactics. Nothing went out by text until there was a list worth sending to, so the first phase was capture rather than campaigns.
Once the list had scale, SMS went into the flows where purchase intent is highest and timing does most of the work. Each message is sequenced against its paired email rather than fired independently, so subscribers on both channels get one coordinated sequence instead of the same message twice.
That is where the economics showed up. Across the same flows and the same period, SMS earned roughly five times the revenue per recipient of email, at more than five times the conversion rate. The welcome text on its own converts at close to 11%.
The Strategy
01
Building the list before building the sends.
Text opt-in was added to the signup path and post-purchase touchpoints with its own incentive rather than bolted onto the existing email offer. Quiet hours, opt-out language and consent capture were configured before the first message went out.
02
Rebuilding the core automations.
Welcome, cart and checkout abandonment, browse abandonment, post-purchase, replenishment and back-in-stock were rebuilt over three months. Most of the work was subtraction: shorter delays on high-intent triggers, underperforming messages removed rather than rewritten, and first-time buyers split from repeat buyers so each audience received the right message. Subscribe & Save runs through every flow as the retention lever it already was.
03
Reporting on revenue per recipient.
Total revenue often favors whichever flow has been running the longest. Measuring on revenue per recipient made it possible to compare a flow launched last quarter against one running since 2023, and it is what turned the early SMS numbers into a decision to invest further rather than a pleasant surprise at quarter end.
Results
Comparing the four months since the rebuilt program went live against the same period a year earlier:
SMS produces more than 10% of Klaviyo-attributed revenue from roughly 2% of total send volume, in a channel that did not exist a year ago.
Automated lifecycle flow revenue is up around 75%, and flows now carry more than half of lifecycle revenue, crossing the threshold Klaviyo treats as a strong automation program.
Revenue per recipient roughly doubled in the rebuilt cart and checkout flows, on roughly a quarter fewer sends.
New subscriber capture is up roughly four and a half times, combining email list growth with a text list built from nothing.
MAKE IT HAPPEN
