MOMA: Providing sustenance to MOMA’s Klaviyo CRM setup

MOMA: Providing sustenance to MOMA’s Klaviyo CRM setup, ready for scaling their DTC channel

THE CLIENT

Founded in 2006, MOMA has been on a mission to make oats more extraordinary with their range of porridge and oat milks found on trains, in cafés, and on supermarket shelves across the UK. With an existing strong retail presence, MOMA set their sights on scaling their Direct-to-Consumer (DTC) channel to better engage its customer base and meet growing demand.

They partnered with Get Better to help elevate their CRM and email marketing performance, shifting to a high-performance CRM system designed to support sustainable long-term DTC growth.

THE CHALLENGE

Although MOMA had been using Klaviyo internally, limited resources and technical constraints were holding back performance. Key flows were either misfiring or missing entirely, while their campaign strategy lacked rhythm and segmentation, leading to missed engagement and revenue on the table.

With the retail business running at full speed, there simply wasn’t the bandwidth in-house to give the email channel the attention it needed. MOMA needed a partner to take control of the setup, guide their strategy, and deliver results across both campaigns and automations.

Our goal was to build a fully functional and scalable Klaviyo account, providing support on data capture and design, to segmentation, testing, and reporting.

THE SOLUTION

1. Rebuilding & Optimising Key Flows

Audit-Driven Flow Fixes & Enhancements
We began with the prioritisation based on the in-depth audit provided by the Get Better team of MOMA’s existing flows based on revenue opportunity and customer journey alignment. This included rebuilding and optimising:

Welcome Series; designed to make a stronger first impression and convert subscribers into first-time buyers
Abandoned Cart; segmented by Checkout vs. Add to Cart triggers to maximise recovery.
Customer Winback; flow to encourage reactivation from lapsed customers.
Sunset Flow; to remove disengaged users and improve deliverability over time.
Back in Stock; tailored to capture high-intent purchase behaviour.

We also introduced missing journeys that better reflected MOMA’s growing product range and subscription business, including:

Post-Purchase Flow; split across one-time and subscription customers to improve retention.
Browse Abandonment; journey to recapture browsing intent.
Subscription-specific flows and Review requests; structured around product lifecycle touchpoints.

Every flow was built with attention to brand tone, content clarity, and email accessibility, including dark mode, inbox optimisation and device responsiveness.

2. Taking Full Ownership of Campaigns

Campaign Strategy & Execution
We developed a campaign strategy rooted in consistency and customer relevance. That meant:

Creating dark-mode-optimised, flexible email templates aligned with MOMA’s brand.
Building out a structured weekly rhythm of 1–2 campaigns, balancing across the Get Better 3 pillars on content.
Segmenting audiences by behaviour and lifecycle stage to improve engagement and deliverability.

A/B Testing & Creative Refinement
We implemented a clear A/B testing roadmap across subject lines, send times, CTA placement, and offer types—feeding learnings directly into ongoing creative and strategy development.

3. Customer Hub Implementation Success

Utilising new tools for an exciting alternative channel
As Klaviyo continues to develop in its quest to be the first B2C CRM, MOMA were willing to be one of the first clients to implement some of the new tools at its disposal, one of which is Customer Hub.

Strategic Goals to improve the D2C channel
When implementing the Customer Hub, we set out clear strategic goals that we looked to achieve with the MOMA team:

Increase conversion rates across key customer segments
Boost repeat purchases and upsell opportunities
Surface underutilised site areas to drive deeper engagement
Encourage subscription adoption for long-term value

Adopting these shared goals and values helped us shape the structure and scope of implementation for the Customer Hub.

The short time period to map, plan and set out strategic, curated implementation meant we were able to drive real-world results through uplifted interactions, value-driven structure to create more LTV in a relatively short period of time for the project setup.

4. A Strategic & Embedded Partnership

Acting as an Extension of the Team
Working side by side with the MOMA team, we provided both executional firepower and strategic guidance. We also supported training and documentation to help the internal team build long-term confidence in the platform.

Data-Driven Optimisation & Reporting
Monthly reporting and insights gave full visibility into performance across:

Open and click rates
Campaign vs. flow revenue
Engagement and list health
Deliverability metrics

This structure allowed us to iterate quickly and ensure all email activity was aligned with MOMA’s broader business goals.

THE RESULTS

Within a short-period, MOMA’s Klaviyo account transformed from a lightly maintained system into a structured, high-performing CRM engine.

The flow infrastructure is now firing consistently, campaigns are going out weekly, and MOMA has regained confidence in their ability to drive retention through email. By blending technical fixes with strategic execution, we’ve created a system built to scale, and one that the team can build upon long term. Here are some of the impressive stats from our time working with MOMA so far:

FLOWS:

Total recipients increased by 556.16% YoY (Jan to Aug) which allows the account to send to a bigger pool of engaged profiles which will drive long term success.
Strong revenue growth of 312.52% YoY, indicating a strong and effective flow optimisation to drive higher customer trust, engagement and customer lifetime value.
Overall revenue across all flows increased by 441.45% on average after 8 months of working together.

CAMPAIGNS:

Total campaign recipients increased by 1188.93% since working together which resulted in an impressive average of 58.69% open rate across campaigns in 2025.
Click rates increased by 29.63% throughout the year with an outstanding 6.14% click rate on the first month of working together.
Campaign performance delivered more than 10x higher revenue YoY, representing a remarkable +1,389.75% increase.

CUSTOMER HUB

The Customer Hub outperformed the Shopify baseline AOV, seeing an increase of 6.3% which demonstrates the ability it has to guide high-intent customers toward larger baskets & repeat purchases.
The “Subscribe & Save” block proved especially effective at converting engaged users into subscribers quickly, reinforcing the value of timely, benefit-driven messaging. 4.1% of all accounts clicking, with 56% converting as a product subscriber within 24 hours.
4.5% of all accounts clicked through to the MOMA Journals (Blogs), highlighting the importance of nurturing and providing education for high-value customer relationships, which in turn creates strong engagement.

Why Klaviyo Customer Hub Works

Conversion Uplift: By surfacing personalised product recommendations and “Buy It Again” prompts, the Hub captures high-intent users and nudges them toward checkout.
Repeat Purchase Acceleration: Returning customers are guided to add complementary products, increasing basket size and overall AOV.
Subscriber Growth: Strategic content placement like “Subscribe & Save” converts engaged users into long-term subscribers, boosting LTV.
Content Discovery: Blocks like Moma Journal and MomaWay help expose brand storytelling and deepen emotional connection with customers.

OUR TAKE

This project shows how even iconic brands can struggle to translate retail success momentum into online DTC performance, especially when CRM becomes an afterthought. Our work with MOMA proves that the right support and structure can unlock fast results, without needing to overhaul the brand or team.

Thanks to the amazing team at MOMA, we were able to work closely with them to work as an extension of their team, providing the confidence, clarity, and capability they needed to activate the full potential of their email channel.

What MOMA said

"Our email and CRM channel has grown and become much more streamlined since working with Get Better team, with consistent analysis helping us stay reactive and improve both flows and general campaigns. Their ongoing monitoring plus support across CRM management, retention, analytics and SMS has made the whole channel more effective. It has been great to see the results build over 12 months, and I would definitely recommend them to other businesses" -Emma Hurst, Digital Marketing Manager at MOMA Foods.

WHAT’S NEXT?

We’re continuing to support MOMA through monthly catchups and reporting, ongoing campaign strategy, and future exploration of Klaviyo’s forever-developing B2C CRM tools, SMS, and deeper segmentation. We’re excited to continue supporting MOMA with their DTC goals and ambitions moving forward.