Consolidation Over Fragmentation

Retention Marketing • SMS

Hyperlite

Hyperlite

Hyperlite

The brief

Hyperlite Mountain Gear was running email and SMS on separate platforms. The split created friction on both sides: customer identity wasn't unified across channels, retargeting couldn't account for a subscriber's full history, and new subscribers could receive two different welcome offers depending on which channel they signed up through. Hyperlite wanted one platform, one customer record, and one consistent journey from first touch to purchase.

Full Bleed Image

The approach

Full Channel Consolidation
Roswell migrated Hyperlite's SMS program onto Klaviyo, bringing email and SMS under a single platform for the first time.

Unified Identity
With both channels on one platform, every subscriber's email and SMS activity fed the same profile, giving retargeting logic access to a customer's full history instead of a partial view.

Consistent Customer Journey
By migrating both channels onto a single platform, Hyperlite was able to offer one consistent welcome code instead of two competing offers, maintaining the brand's premium feel and reducing discounting while creating a better customer experience.


The execution

Platform Migration
Roswell moved SMS onto Klaviyo alongside Hyperlite's existing email program, consolidating flows, campaigns, and subscriber data into one system.

Flow and Campaign Rebuild
Roswell rebuilt SMS touchpoints natively inside Klaviyo so flows could reference a subscriber's combined email and SMS behavior instead of treating each channel in isolation.

Post-Migration Refinement
Roswell monitored performance closely through the transition and adjusted send cadence and segmentation as the unified data set matured.

67%

increase in flow revenue YoY

The results

Revenue & Performance Growth

  • Klaviyo-attributed revenue rose sharply following the migration
  • 35% increase in total email revenue year over year
  • 67% increase in flow revenue year over year, the channel most dependent on unified customer data
  • 17% increase in campaign revenue year over year

Operational Improvement

  • Eliminated the duplicate welcome offer issue created by running two separate platforms
  • Gave the retention team one dashboard, one data set, and one system for building and reporting across both channels