CBD Brand Drives Email Revenue Growth with Klaviyo & Four13

Koi CBD Case Study

CBD Wellness Brand Achieves 143% Email Revenue Growth with Klaviyo and Four13

The Project Brief

Koi CBD, a recognized name in the cannabinoid space, is known for quality-first products, rigorous testing, and transparency. Founded in 2015, the brand grew fast. By 2021, it had launched full-spectrum and Delta-8 products, earned 14,000+ customer reviews, and built solid repeat-purchase momentum through its Subscribe & Save program.

As the brand expanded, the demands of its direct-to-consumer (DTC) channel became more complex. Koi operated multiple eCommerce sites, each with its own customer data and engagement needs. But Koi’s existing setup in HubSpot couldn’t keep up.

Visibility into shopper behavior was limited, and the team lacked the tracking needed for more reliable automations and reporting. At the same time, managing those storefronts from a single platform was becoming increasingly difficult.

To create a better customer experience, Koi needed a more scalable retention strategy. That meant finding a platform that could centralize data from multiple eCommerce sites, better capture shopper behavior, and sustain lasting growth. That platform was Klaviyo.

Visit Website

The Solution

Klaviyo gave Koi CBD a platform better suited to the needs of its DTC
business. With Four13 leading the migration, the brand gained sharper segmentation, more targeted email flows, and cleaner event tracking. This built a more capable setup for long-term performance.

Key Improvements

Seamless Platform Migration

Four13 helped transition lifecycle marketing for Koi’s DTC business to Klaviyo. The migration gave the brand a stronger framework for data, segmentation, and automation—making it easier to execute future campaigns, flows, and ongoing engagement.

Multi-Site Klaviyo Integration

One of the biggest wins of the project was Four13’s custom solution to integrate multiple eCommerce sites into a single Klaviyo account. This gave Koi one centralized place to manage customer data, segmentation, and email marketing across its storefronts—eliminating silos and creating a unified view of its customer base.

Streamlined Event Tracking

With Klaviyo’s native integration, every critical eCommerce event—from Added to Cart and Checkout Started to Order Placed and Refunded—was tracked automatically. Clean, reliable data replaced manual workarounds, driving more precise campaigns and automations.

Access to Advanced Platform Capabilities

With the migration complete, Koi gained access to Klaviyo's sophisticated segmentation tools and pre-built automation templates. The platform's native capabilities enabled advanced customer segments based on purchase behavior, product preferences, and engagement patterns, along with automation flows for abandoned cart recovery, post-purchase follow-ups, and subscriber retention.

The Results & Impact

Revenue Growth

After migrating to Klaviyo, Koi CBD’s DTC email revenue grew by 143% year over year, with campaigns driving the majority of conversions.

Operational Efficiency

By consolidating multiple eCommerce sites into a single Klaviyo account, Koi simplified the management of its DTC efforts. The move to a platform optimized for lifecycle marketing also cut back on time-consuming manual tasks. As a result, the team had more capacity to focus on campaign strategy and creative development.

Platform Scalability

Klaviyo’s eCommerce-native system provided the infrastructure and data foundation to support business expansion, whether through new products, markets, or regulatory changes in the cannabinoid industry.

Powered for the Long Run

Koi found its flow with Klaviyo and Four13. What started as a push for stronger performance became a scalable email marketing foundation built to support every new chapter.

OUR work