Client Profile & Project Overview

Divi is a DTC hair care brand best known for its flagship hair serum. 

Divi partnered with Prismfly to improve email-driven revenue from one-time and subscription orders. This uncovered missed opportunities in personalization, segmentation, and automation.

Their biggest hurdle was a lack of personalization within existing Klaviyo flows. 

Strategy & Approach

Prismfly kicked off with a full audit of Divi’s Klaviyo flows. 

From there, the team built new journeys tailored to customer behavior and product intent to ensure messaging matched why someone browsed or bought.

Email flows were segmented by the problems each product solved, such as hair thinning or volume concerns. 

Tooling was also evaluated for impact, with only high-value solutions added to the stack.

To add personalization, the team segmented existing email flows based on the solution each product addressed. 

For example, customers who bought the serum received messaging around hair thinning, while shampoo buyers saw content focused on volume.This resulted in higher engagement and increased revenue.

Results and Outcome

• +202% revenue from browse abandonment
• +19% orders from personalized flows
•  A new one-year milestone flow achieved a 69% open rate and an impressive click rate. 

These results not only improved customer engagement but also demonstrated the tangible revenue impact of tailored email strategies.

Beyond the numbers, these results also helped strengthen customer trust by making every interaction feel more relevant and personalized.

What Worked, and Why

Relevance is king. When content matches intent and highlights the right product as a solution, results follow.

This same intent-based personalization approach can be applied to any DTC brand looking to boost engagement.

Smart tooling recommendations and intent-based personalization made every message feel timely and worth clicking—key to stand out in a competitive industry.