How Good Wash Day Moved From Klaviyo to a Simpler Email Setup
Good Wash Day founder Carla Saull now has an idea for a campaign and can have it live an hour later. Until a few months ago, her email setup was costing her £250 or more a month, and Klaviyo had warned her she was heading for a higher pricing tier, despite 680 profiles being excluded. List size had become a pricing decision, and Carla wanted to manage her emails herself, which would also cut the monthly cost.
An expensive setup that needed specialist help
Carla has already moved from Flodesk to Klaviyo because of deliverability concerns. Ultimately, Klaviyo turned out to be too complex for a business of Good Wash Day’s size, and building templates, flows and campaigns took a lot of time and effort. She hired a freelance specialist, but this added £500 a month on top of her Klaviyo subscription.
Carla decided to take email management back in-house, but as a busy founder it was hard to find the time and mental bandwidth to run software as complex as Klaviyo alone. Email marketing had always been her biggest sales channel, but sends dropped sharply, and that directly affected revenue.
A move built around her existing brand and customers
Carla had used Judge.me Reviews for over five years, and had a lot of faith in the company and trust in the support team. Even so, the thought of another migration was daunting. When she was invited to try Judge.me Email, the team helped her get started.
Her brand had a place in the new app
They recreated her existing email designs in the Template editor, so she could see her brand carry over before committing. Carla created her Judge.me emails from those templates and after ten days of testing one campaign, while keeping the rest in Klaviyo, she felt confident enough to commit fully and turn Klaviyo off.
Her Shopify customers were the starting point
Judge.me Email uses Shopify as the source of truth for customer data, so there is no separate list to import and keep in sync. Her Klaviyo customers were already syncing into Shopify, and the team helped her check the setup.
Using Shopify’s Sidekick, Carla built 14 customer segments in under an hour, grouped by location, loyalty, gifting behavior and previous purchases
A towel purchase gave her the next message
Using these segments, Carla set up a campaign for towel buyers who hadn’t bought headbands, and another for those who hadn’t bought face cloths. She sent a different campaign to subscribers who had never ordered, and introduced new products, including La Pochette. Previous purchases made it easy to choose a complementary product for each audience, and gave existing customers a reason to hear from her again. She’s planning to send a campaign to her most loyal customers, offering complimentary gift wrap with any order.
Local stockists, local sales
Good Wash Day now supplies stockists in the US, Canada and the EU. Carla created segments to include customers in each location to let them know they could buy locally. This drove sales to the new stockists, which shows demand and makes a reorder more likely.
Towel care had its own follow-up
Her welcome flow offers a hair-care guide. The post-purchase flow carries towel-aftercare advice, and abandoned checkout replaces Shopify’s native version. Practical advice runs alongside her promotions in the same app, with analytics showing the attributed results.
What changed
Carla sent about 19,300 emails in the dashboard’s last 30 days, across cross-sell offers, product launches and customer follow-ups.
Judge.me Email costs a flat $15 a month (with a free version available). Before, she was paying £250 or more a month for Klaviyo, plus £500 for her email specialist. The setup is simple enough that email no longer needs a block of time set aside. “The barrier to entry for sending emails has vanished,” Carla says. “I can have an idea for a campaign and it can be live an hour later.”
Email revenue has increased, partly because Carla is motivated to send more emails, and has the time to get creative with her segments and campaigns. Email marketing costs have fallen by more than 90%. Results are easy to see after each send, and the Judge.me team is there when she needs them.
“It’s the third email platform I’ve set up and it’s by far the simplest.”
Carla Saull, founder of Good Wash Day
