How Lords & Labradors Became a Top 2% Klaviyo Account Globally
Hyper segmented customer lifecycles and SMS flows turned retention into a revenue driver, placing the brand in the top 2% of Klaviyo accounts globally.
Lords and Labradors sells to some of the most passionate customers in DTC: pet owners. Its email program was not built to match that passion. Generic campaigns went to everyone, so retention was a channel the brand ran rather than one that grew the business.
Turning Pet Owner Passion Into Revenue: How Lords and Labradors Joined the Top 2% of Klaviyo Accounts
Pet owners buy with their hearts. They care about quality and about the small moments that make their animals happy, and they come back to brands that understand that. For a DTC pet products brand like Lords and Labradors, that passion is a huge retention opportunity. The challenge was building a CRM program that could actually capture it.
Growth Shop rebuilt CRM around the customer, not the calendar. The result was a retention engine that placed Lords and Labradors in the top 2% of Klaviyo accounts globally.
The Growth Trajectory
Retention went from a channel the brand ran to one that grew the business. CRM revenue grew 74% year on year. The SMS list grew 570x and SMS revenue grew 329%, turning SMS into a second owned revenue channel alongside email.
Together those results placed the brand in the top 2% of Klaviyo accounts globally, a clear sign that its owned channels had become a real growth driver rather than a box to tick.
GS IQ Root Cause Analysis
Our first step with any brand is a Root Cause Diagnosis: a structured, data led review of what is holding growth back. For Lords and Labradors, the diagnosis showed that customers were ready to engage more deeply. The program simply was not built to meet them.
One Message for Everyone
Generic campaigns went to the whole list. A first time buyer and a loyal repeat customer received the same message, so neither got one that truly fit where they were.
A Calendar, Not a Customer Journey
Sends were planned around the marketing calendar rather than the customer’s journey. Messages went out because it was time to send, not because the customer was ready to hear them.
An Untapped Owned Channel
SMS had not been built into the lifecycle, leaving a direct, high attention channel largely unused with one of the most engaged audiences in DTC.
Passion Without a Plan
Pet owners have natural moments of high engagement, but nothing in the program was timed to them, so the brand was leaving lifetime value on the table.
Growth Shop rebuilt the program from the ground up, with every flow anchored to revenue and lifetime value.
Engineering Lords and Labradors’ Breakthrough
Hyper Segmented Customer Lifecycles
Generic campaigns were replaced with customer lifecycles segmented by behavior, so every message matched where the customer was in their journey. New customers, repeat buyers and customers drifting away each received communication built for them.
SMS as a Second Owned Channel
We built SMS into the lifecycle as a second owned channel, with dedicated flows that complement email rather than repeat it. List growth was designed into the customer journey, and the SMS list grew 570x while SMS revenue grew 329%.
The Pet Owner Passion Cycle
Messaging was timed to the moments pet owners care most about, maximizing lifetime value and turning retention into a revenue driver. Instead of selling at customers, the brand showed up when they were most ready to buy.
Measuring CRM Against the Business
Every flow and campaign was judged on the revenue it drove, not on opens and clicks alone, so the team kept investing in what worked and cut what did not. That discipline is what grew CRM revenue 74% year on year.
Specialized Excellence Across Every Growth Function
Growth Shop deployed senior CRM specialists rather than generalist account managers, so every part of the retention engine had an expert behind it:
CRM Strategists
Designed the hyper segmented lifecycle architecture that matched every message to the customer’s journey.
SMS Specialists
Built the SMS program from list growth to flows, turning it into a second owned revenue channel.
Content Strategists
Wrote messaging that speaks to pet owners the way they talk about their own animals.
Lifecycle Analysts
Tracked revenue by flow and segment so effort went where it paid back most.
The Growth Shop Magic
Retention became a growth engine, placing Lords and Labradors among the top 2% of Klaviyo accounts globally.
Final Note
Lords and Labradors shows what happens when retention is built around the customer: passionate pet owners hear from the brand at the moments that matter to them, and owned channels become a genuine growth engine.
