ONYX Cookware x Alvas.ai

When Melina Amorsen joined ONYX Cookware as a Senior Email Specialist in Feb 2024, to scale up the company’s automated emails, she had one trick in her sleeve.

She’d been working with Alvas in her past job, and she knew how to utilize AI to provide a better customer experience at scale.

ONYX approach was simple, they needed to start personalizing the messages and customer journey.

To solve the problem, Melina introduced Alvas.

With her years of experience, she knows how to develop strategies to create the best-performing automations. However, given the scale and size of ONYX Cookware, the potential of AI was ready to be used.

In setting up the Browse Abandonment flow, they used the standard template in Alvas as a starting point.

Using the template, they achieved about 80% of what they wanted the AI to write. It included key elements like appropriate text lengths, a strong focus on the individual, and an acceptable tone of voice, but it was missing a few details.

Specifically, Alvas didn’t create the perfect subject line for them, and there was too little focus on the products in the texts that Alvas generated.

With that in mind, they started changing the prompts. The primary objective was to create a unique, distinct, and compelling subject line tailored for each individual.

They would tweak the subject line prompt slightly, generate a new example, and review what Alvas produced.

Based on the results, they’d make another small adjustment, generate a fresh example, and evaluate the AI's output again.

This process was repeated several times until they crafted a prompt that worked perfectly for ONYX Cookware.

They then applied this approach to all the different text categories within Alvas.

In the end, they ended up changing 90% of the standard template. However, having that initial template as a starting point allowed them to experiment with prompts and work with Alvas more creatively and efficiently.

After having created the first version of prompts, they started a split test inside Klaviyo.

50% of emails would be sent without using the newly created AI, and 50% would be using the Alvas email.

The results came in, and it was impressive:

Conversion Rate increased by 60%

Revenue Per Email Sent was 61%

Which resulted in a 21x Return On Investment

That was on the first flow they set up - their Browse Abandoned flow.

Following that, they implemented their Added to Cart and Abandoned Cart flows and are now preparing to integrate Alvas into their German setup.

Fortunately for the ONYX Cookware team, Alvas has made scaling to different markets incredibly easy. They can duplicate the emails across different Alvas accounts, allowing them to transfer effective prompts to the German account with just two clicks.