Harney & Sons achieves a 5.64% CVR and $2 revenue per email recipient with personalized search abandonment journeys

About Harney & Sons

For over 40 years, Harney & Sons has been dedicated to making fine tea an everyday luxury. What started as a passion project has grown into a globally recognized, family-run business, sourcing from the finest regions around the world and crafting a wide range of blends, from timeless classics to more contemporary creations.

The Challenge

Harney & Sons had access to rich behavioral data from their onsite experience, as well as valuable customer data in their CRM, but these signals remained largely disconnected and underutilized.
As a result, they lacked the ability to fully understand customer intent and act on it with precision in a coordinated way across touchpoints.

With advanced email marketing campaigns and personalized onsite experiences already in place, they saw an opportunity to connect the two to create more intelligent, highly relevant customer journeys that drive stronger results.

The Solution

To address this, Harney & Sons leveraged the Nosto integration for Klaviyo to connect real-time behavioral data captured by Nosto on their website with customer data stored in their Klaviyo CRM. This integration allowed the team to enrich customer profiles and activate those insights across both onsite and email, without custom development.

Re-engaging high-intent shoppers with search abandonment flows

With this foundation in place, they quickly identified abandoned search as one of their highest-value untapped behavioral signals and built an end-to-end re-engagement flow to move these customers further down the funnel.

When a visitor searches on site but leaves without converting, their search behavior is captured by Nosto and used to trigger a personalized re-engagement email through Klaviyo.

The email includes a personalized product recommendation block based on the visitor’s unique affinities, along with a dedicated call-to-action leading to a personalized shop—a dynamic landing page designed to extend the search experience and make it easy for the visitor to continue their journey.

This page dynamically adapts to each visitor and combines several layers of personalization:

A “continue browsing” section to pick up where they left off
A “try something new” block, surfacing products aligned with their affinities but not yet seen
A featured section, highlighting products they showed the strongest interest in
An accessories section, featuring cross-sell products tailored to their preferences
A “stock up” merchandising block, surfacing replenishment products based on previous purchases
Category-based product selections (e.g. iced tea, loose tea, sachets)
Educational and inspirational content, including blog articles and videos

Fallback logic ensures the experience stays relevant even for visitors with limited data, defaulting to curated best-sellers rather than generic content.

The result is a seamless, intent-driven discovery experience, where merchandising, content, and personalization work together to guide each visitor. Most importantly, the customer journey remains consistent from the initial onsite behavior to the email and back to the site, preserving and building on the user’s original intent.

“We’re able to recover opportunities we would have otherwise missed, drive incremental revenue, and do it all while maintaining the premium, curated experience that defines our brand.”

Emeric Harney, Marketing Director at Harney & Sons

The Results

Within the first months of activation, the search abandonment flow delivered results that challenged conventional assumptions about upper-funnel re-engagement.

$2 revenue per recipient generated from search abandonment flow

This flow is approaching the performance of cart abandonment flows, despite targeting visitors higher in the funnel who had shown intent but not yet reached the point of purchase. For a re-engagement program built on a signal most brands leave unactivated, this represents highly incremental revenue.

On the personalized landing page, recommendation blocks drive a 5.64% average conversion rate, a strong indicator that the continuity between the email and the onsite experience is working as intended.

“What’s really powerful for us is being able to connect what customers do on our site with how we engage them through our marketing campaigns. It allows us to create journeys that feel more personal, more consistent, and ultimately more relevant for each visitor.” – Emeric Harney, Marketing Director at Harney & Sons

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