How HexClad Achieved 2× Higher Opt-Ins and a 68% Lift in Flow Revenue with Alia
HexClad, the premium hybrid cookware brand trusted by chefs like Gordon Ramsay, needed a better way to grow its email and SMS lists across global markets. With stagnant opt-in rates, limited testing capabilities, and friction in the SMS confirmation process, their previous popup tool couldn’t keep up with the brand’s growth.
After switching to Alia, HexClad unlocked faster experimentation, smarter targeting, and a more premium signup experience—doubling email opt-in rates and driving significant revenue growth from lifecycle flows.
The Full Story in 60 Seconds
Alia is table stakes for any ecommerce brand that's serious about scaling. Even small percentage gains compound quickly, and Alia delivers best-in-class performance where it actually matters: the product, the user experience, the support, and the speed of insights we can act on.
CHALLENGES
Before switching to Alia, HexClad used Mailchimp to capture email and SMS subscribers. While functional, it acted more as a basic requirement than a meaningful growth driver.
Opt-in rates hovered around 5–6% across regions, and list growth had stalled for multiple quarters. For a global ecommerce brand operating under GDPR and other regional requirements, even small points of friction compounded quickly.
"We were constantly fighting the tool. Setting up triggers or testing anything beyond the basics took too much time, and diagnosing low performance was mostly guesswork."
Beyond performance issues, the platform created operational challenges:
Limited targeting and personalization: Popups couldn't adapt to visitor context, page type, or geography — resulting in generic experiences for every visitor.
Difficult testing workflows: Any experiment beyond the basics required significant manual setup, making meaningful iteration slow and inconsistent.
SMS confirmation drop-off: Friction in the opt-in flow caused significant fall-off before subscribers could complete SMS sign-up.
Off-brand experience: For a premium cookware brand focused on design and performance, the popup experience failed to meet HexClad's standards — and that mattered.
SOLUTION
HexClad migrated from Mailchimp to Alia to build a more intentional, performance-driven signup experience integrated with Shopify and Klaviyo.
"Alia felt tailor-made for the use cases we were trying to solve. From targeting and reporting to design and testing, it plugged directly into our stack and checked every box we cared about."
Here's what Alia enabled:
Smart Testing + Smart Triggering — HexClad began running multiple tests per week across messaging, design, and popup timing, enabling rapid experimentation and continuous optimization.
Multi-step popup funnels — Intent-aware flows aligned popup steps with lifecycle logic and user context, capturing higher-intent email and SMS subscribers.
Advanced targeting — Geography, page type, UTM parameters, and visitor behavior turned popups into personalized experiences instead of generic forms.
Postscript Onsite Opt-In integration — Subscribers could complete SMS signup directly within the popup experience, eliminating confirmation friction entirely.
Hands-on support and faster iteration — What previously took hours to configure could now be launched in minutes, significantly reducing operational overhead.
By combining Alia's high-performing popups with Postscript's compliant, mobile-first SMS flow, HexClad created a smoother opt-in experience — improving both SMS conversion and subscriber quality.
Higher Opt-In Rates and Accelerated List Growth
Key Performance Metrics
Email Opt-In Rate:
New Profiles:
Flow Revenue Lift:
Post-Signup Conversion:
"The impact was immediate. That drop-off essentially flipped, leading to much higher completion rates and better downstream engagement."
Additional Benefits
- Doubled Opt-In Rates: After switching to Alia, HexClad's email opt-in rates nearly doubled — transforming a stagnant acquisition channel into a reliable source of high-intent subscribers across all regions.
- Stronger Flow Revenue: Improved signup quality drove meaningful downstream performance — a 68% lift in evergreen flow revenue, a 33% increase in flow enrollment during sale periods, and a post-signup conversion rate that climbed from 7% to as high as 12%.
- SMS Friction Eliminated: Integrating Postscript's Onsite Opt-In directly into the Alia popup reduced SMS confirmation drop-off by 90%, significantly improving completion rates and subscriber quality downstream.
"With dynamic code generation and lifecycle-specific offers, we went from a very static approach to something far more intentional."
Your Success Story
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Join brands like HexClad using Alia's smart popups to double opt-in rates, eliminate SMS friction, and drive stronger revenue from lifecycle flows.
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