How Hunter & Gather Increased Klaviyo Flow Revenue By 258%
Using Octane AI and Klaviyo, Hunter & Gather built a personalization engine centered on providing value and better experiences for customers—resulting in 29% of total revenue from owned channels.
About Hunter & Gather
Founded by British couple Amy and Jeff Webster, Hunter and Gather Foods is an ecommerce brand with a mission to provide food that is nutrient-dense, natural, free from refined sugars, grains, and inflammatory fats. Each product and ingredient is meticulously sourced, tested, and tasted to ensure the best quality with clean recipes—free from fillers and unnecessary extras.
Their commitment to sustainability, the environment, and transparency makes it unquestionably clear why they are a favorite in consumers' shopping carts. Hunter & Gather's focus on innovation doesn't stop with its product line and its environmental stance. They are also leaders in the zero-party data movement, which emphasizes collecting data from customers in a privacy-friendly way and delivering value in return.
Company Info
The Challenge
Hunter & Gather came to Blend Commerce to improve the performance of their email marketing and increase the percentage of their owned and returning revenue. Upon auditing their existing Klaviyo setup, it became clear they were missing critical flows and segments that kept them from performing above the benchmarks expected for their industry.
The Solution
Implementing an Octane AI quiz to gather zero-party data about particular diet preferences of Hunter & Gather's subscribers helped them grow their email list and create a personalized shopping and email experience for customers. Within the quiz, shoppers answer a series of questions regarding their specific diet and then receive personalized product recommendations that best suit their needs and preferences.
Diet Preference Quiz
The quiz asks customers about their dietary lifestyle—whether they follow keto, paleo, carnivore, or another approach. It then captures their health goals, taste preferences, and product interests. This creates a complete profile that powers personalization across email, SMS, and on-site experiences.
Klaviyo Integration
Blend Commerce synced their Octane AI quiz answers directly to Klaviyo, enabling them to use the zero-party data collected to personalize emails and product suggestions. Every quiz response flows into Klaviyo properties and segments, powering sophisticated automation flows.
Diet Preferences
Capture keto, paleo, carnivore, and other dietary preferences
Personalized Flows
Email flows tailored to individual customer goals and preferences
Smart Segmentation
Create powerful segments based on quiz responses in Klaviyo
Better Attribution
Track revenue from personalized campaigns and quiz completions
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The Full Story
Hunter & Gather knew they had more potential with Klaviyo. When they partnered with Blend Commerce, the goal was clear: transform their email marketing from a basic channel into a personalization engine that would drive significant owned revenue.
Setting Ambitious Goals
When Blend Commerce began working with Hunter & Gather, they established clear, measurable objectives for the engagement:
- Increase owned revenue to 25% of total business revenue
- 10% of owned revenue should originate from automated flows
- Reduce unsubscribe rate to maintain list health
- Gain 1,000 new email subscribers each month
These weren't small ambitions. For a food and beverage brand competing in the crowded health and wellness space, hitting these benchmarks would require more than just better email design—it would require a fundamentally different approach to customer understanding.
“We've been blown away by the results that Hunter and Gather have achieved with Octane AI. It truly has been a game-changer for their email marketing program.”
–Adam Pearce, CEO at Blend Commerce
The Zero-Party Data Advantage
The key insight was that Hunter & Gather's customers have incredibly specific dietary needs. Whether someone follows a strict ketogenic diet, practices paleo eating, or is on a carnivore protocol—they need products that align with their lifestyle.
Without knowing these preferences, Hunter & Gather was sending generic emails to their entire list. A vegan subscriber might receive promotions for bone broth, while a keto customer might miss out on their perfect MCT oil recommendation.
The Octane AI quiz changed everything. By asking the right questions upfront, Hunter & Gather could immediately understand what each customer cared about and deliver relevant content from the very first email.
A 21.38% Quiz Conversion Rate
One of the most impressive results from the quiz implementation was the conversion rate. The quiz converts at 21.38%—meaning more than one in five people who take the quiz go on to make a purchase.
This isn't just about collecting data. The quiz itself acts as a conversion tool, guiding customers through a consultative experience that helps them discover the right products for their specific needs.
“The quiz is a significant conversion booster. One in five customers taking the quiz completes a purchase—that's the power of personalization in action.”
–Blend Commerce Team, Agency Partner
Personalizing the Entire Customer Journey
With quiz data flowing into Klaviyo, Blend Commerce built out a sophisticated email program that leverages zero-party data at every touchpoint:
- Welcome flows that immediately reference the customer's stated diet and goals
- Product recommendations filtered by dietary restrictions and preferences
- Educational content tailored to their health journey
- Win-back campaigns featuring products aligned with their original quiz responses
The result is an email experience that feels like it was built just for that customer—because in many ways, it was.
Exceeding Every Goal
Remember those ambitious targets Blend Commerce set at the beginning of the engagement? Hunter & Gather didn't just meet them—they crushed them:
- Owned revenue: 29% (target was 25%)
- Revenue from flows: 51% (target was 10%)
- Unsubscribe rate: 0.36% (well below industry average)
- New subscribers: 6,500+ in six months
The 258% increase in Klaviyo flow revenue wasn't a lucky spike—it's the natural result of sending the right message to the right person at the right time.
“There is no question: personalization equals revenue. Hunter & Gather proved that when you take the time to understand your customers, they reward you with their loyalty and their purchases.”
–Blend Commerce, Case Study Summary
Key Takeaways
Hunter & Gather's success offers several lessons for other ecommerce brands looking to transform their email marketing:
- Zero-party data is a superpower. When customers tell you exactly what they want, use that information everywhere.
- Quizzes convert. A 21.38% conversion rate proves that customers appreciate a consultative buying experience.
- Flows beat campaigns. 51% of owned revenue from automated flows shows the power of always-on personalization.
- Integration matters. The Octane AI + Klaviyo combination enables seamless data flow and sophisticated automation.
The Results
Revenue from their email flows increased by 258%, with overall owned revenue reaching 29% of total business revenue. There is no question: personalization = revenue.
Owned revenue increased to 29%, exceeding the 25% target by a significant margin.
More than one in five quiz takers completed a purchase.
Revenue from email flows increased by 258% compared to the previous period.
Collected over 6,500 new subscribers in just 6 months.
"We've been blown away by the results that Hunter and Gather have achieved with Octane AI. It truly has been a game-changer for their entire email marketing program and customer experience."
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