Kind Face is a New Zealand-based home and lifestyle brand creating premium textile products with care and purpose. From Wisewool pillows to face masks and custom-made duvets, everything is handcrafted in their Auckland workroom using natural, traceable materials. The brand is loved for its calming aesthetic, ethical production, and warm customer service.
By early 2024, Kind Face had built a loyal customer base and a strong brand reputation. But their email marketing told a different story.
Kind Face’s Klaviyo account was underperforming. Several technical and strategic gaps existed, but the most critical issue was tone of voice.
It felt like the emails belonged to a different brand. The heart and care behind Kind Face simply weren’t coming through.
Our job was to realign email with the soul of the brand. Specifically:
We reviewed every live automation, campaign, form, and segment inside Klaviyo. We mapped out the customer journey, identified missing touch points, and developed a refreshed strategy that prioritised tone, timing, and relevance.
We replaced the old flow with a clean, four-part sequence that:
Their welcome flow's revenue per recipient reached $50.19
We scrapped the generic pop-up and built a high-converting version with:
To create a complete and consistent customer journey, we implemented several key automated flows in Klaviyo. Each one was written to sound like it came directly from the team at Kind Face. Calm, clear, and built to guide the customer without pressure.
Triggered when someone joins the newsletter list. This flow introduced the Kind Face story, values, and most-loved products in a warm, conversational tone. We tested different subject lines and content formats to determine winning combos.
Sent after an order was placed. This flow thanked customers, offered product care tips, and recommended other items that matched their purchase. It reinforced trust and helped turn a one-time buyer into a long-term customer while also collecting reviews and feedback.
Triggered when someone started checkout but didn’t complete it. This was a simple reminder written in a helpful tone. The design was clean and to the point, with clear copy and a single call to action.
A flow built to softly introduce relevant products depending what they purchased. These emails were framed as a helpful suggestion rather than a push for more sales.
With the launch of Do Not Disturb, Kind Face’s sleep-focused sister brand, we ensured both brands were strategically represented across the Klaviyo setup. This included:
This cross-brand integration not only increased awareness for the new product line but also improved overall average order value by presenting natural bundles and upsell opportunities.
We introduced a regular campaign rhythm, aiming for two emails per month. These included:
Each campaign was written to feel like a conversation, not a broadcast. All were segmented by engagement or customer type to stay relevant.
All these metrics are considered "Excellent" by Klaviyo in comparison with Kind Face's peers.
"Ando has been a game changer for Kind Face’s email marketing. He listens, communicates clearly, and makes sure every campaign sounds like us. The weekly reports are a huge help too. Real insights on what’s working and what’s not, minus the fluff. If you want someone who genuinely cares about your business and delivers results, Ando’s your man."
— Chris, Founder & CEO of Kind Face and Do Not Disturb
If your emails don’t reflect your brand’s tone, you're losing trust and therefore sales, both now and in the future. We help brands like Kind Face and Do Not Disturb connect with customers in a way that feels honest, human, and aligned.
Book a Free Strategy Call today.
P.S. If your emails aren’t pulling their weight, you’ll feel it in your numbers and your gut. Let’s sort it so your brand shows up properly in the inbox
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