Homes Alive Pets (HAP) is a multi-brand retailer with stores across Canada and a growing eCommerce presence, bringing top-quality pet products to customers.
Need to Know
- Homes Alive Pets partnered with Northern in 2024 to launch SMS as a new engagement channel, focusing on account setup, list growth tactics, and strategic flow and campaign management.
- Leveraging Klaviyo’s advanced SMS list growth tools and segmentation capabilities, our team drove opt-ins while using real-time data to personalize messaging, optimize targeting, and measure performance with greater precision.
Brief
As HAP’s email program matured, it sought to maximize brand presence and deepen customer loyalty through a more direct, personalized engagement channel. Expanding into SMS allowed them to drive stronger connections and boost conversions. Northern made this vision a reality by developing a targeted SMS strategy that fostered rapid list growth and delivered messaging that captured attention and accelerated sales.
Strategy
Ramping Up
Northern implemented a multi-channel approach to accelerate SMS list growth, leveraging SMS smart opt-in on site, opt-in keywords, and SMS subscribe links. This multi-channel approach helped convert existing email subscribers to the channel and new prospects from other channels, driving significant opt-in growth within the first 90 days.
Following a phased approach, Northern developed a tailored welcome experience for existing email profiles and new subscribers. This automation quickly became one of the top five revenue-generating flows within the account. With 98% of text messages read within 90 seconds, this series effectively captured peak interest and guided subscribers further down the funnel.

To capitalize on the rapid SMS list growth, Northern implemented a refined segmentation strategy, targeting subscribers based on preferences, behavioural data (such as purchase frequency and recency), engagement, and on-site activity. This approach was crucial in maximizing the effectiveness of HAP’s first targeted SMS campaigns, ensuring messages reached high-intent shoppers. By delivering highly relevant messaging to these tailored segments, revenue per recipient (RPR) was 1,752% above the industry median, reinforcing SMS as a powerful revenue driver—especially for high-intent audiences.

Flow Integration
Northern strategically integrated SMS into HAP’s top-performing email automations, including abandonment flows, to capture consumer attention and increase conversion rates. This approach allowed email and SMS to complement each other by filtering subscribers based on their preferred channel.
Leveraging SMS within these key automations led HAP to surpass critical benchmarks, driving owned channel revenue growth. As a result, SMS flow engagement and conversion rates continue to outperform industry benchmarks by more than double.

The Results
- Campaign revenue per recipient (RPR): 1,752% higher than the industry median
- SMS Welcome Series conversion rate: 219% higher than industry benchmarks
- 34% year-over-year owned revenue growth for the period
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