Smile Sensible is a tech-first oral care firm delivering high-quality dental merchandise on to prospects’ doorways. From custom-fitted evening guards to skilled tooth whitening kits and electrical toothbrushes, Smile Sensible has served practically a million prospects with round 50,000 orders yearly.
Based in 2012 by a staff with over 30 years {of professional} dental expertise, they’ve grown from a DTC model right into a strategic associate for dental places of work and insurance coverage suppliers.
We sat down with Brendon Alaniz, Undertaking Supervisor at Smile Sensible, to be taught extra in regards to the enterprise and the way they’ve grown so efficiently.
- Used automation to extend income by 47% from 2023 to 2024.
- Have earned a 39x ROI on their Klaviyo funding.
- Energy 1:1 messaging with over 50 {custom} profile properties.
- Drove a 36% repeat buyer fee by means of e mail and SMS advertising and marketing.
As Smile Sensible scaled, so did the calls for on their operations and buyer expertise. Their custom-built ecommerce platform and manually managed advertising and marketing efforts started to pressure underneath the load of rising order volumes and more and more advanced buyer journeys.
With out the proper methods in place, they risked bottlenecks in achievement, missed engagement alternatives, and stalled development. They wanted an answer that might:
- Scale with their development whereas nonetheless supporting the distinctive wants of their enterprise.
- Automate advertising and marketing at scale, enabling dozens of workflows to run easily with out handbook oversight.
- Ship personalised, segmented experiences that might deepen buyer relationships, with out creating extra work for the staff.
Smile Sensible migrated from their custom-built platform to WooCommerce in 2019.
“Customized code gave us management, but it surely was onerous to scale. Woo allow us to transfer sooner with out giving up customization.”
— Brendon Alaniz, Undertaking Supervisor at Smile Sensible
Having evaluated Shopify and Magento, they discovered that WooCommerce was the platform that was versatile sufficient to help advanced options like:
- Three-way delivery logistics.
- Affiliate relationships with dentists, hygienists, and dad or mum/sub-affiliates.
- Customized-branded product landers for B2B2C companions.
- 3D mannequin uploads from dentists for lab providers.
WooCommerce’s mature plugin ecosystem, steady structure, and deep integration capabilities gave Smile Sensible the muse to help their aggressive development technique.
In 2020, Smile Sensible added Klaviyo to their WooCommerce stack to totally combine and automate their advertising and marketing actions. By doing so, they:
- Shifted from handbook campaigns to AI-powered, segmented automations.
- Launched SMS and e mail flows triggered by behaviors and dentist referrals.
- Collected 150+ {custom} profile properties to energy 1:1 messaging.
- Used types and survey flyers to counterpoint buyer profiles post-signup.
They constructed Shine and Shine Professional, two membership experiences with absolutely custom-made touchdown pages, product catalogs, and fee constructions. Additionally they enabled dentists to add 3D fashions and advocate merchandise on to sufferers.
Since integrating Klaviyo and launching extra automated workflows, income pushed by way of automations continues to develop, with a 47% YoY enhance in automation-driven income between 2024 and 2025.
The underside line? Smile Sensible created a 39x ROI on their Klaviyo funding.
What’s sensible in regards to the integration between Woo and Klaviyo?
The WooCommerce and Klaviyo integration helped Smile Sensible acquire detailed buyer information, ship extra related messages, and routinely remind prospects when it’s time to reorder. Examples embody:
- Customized touchdown pages based mostly on insurance coverage suppliers, collected by way of Klaviyo type popups.
- Dentist advice flows utilizing personalization tags.
- Product replenishment reminders based mostly on Klaviyo’s AI-predicted reorder timing.
- SMS variations of key flows like win-backs and cart abandonment.
- One-question survey flyouts to counterpoint viewers segmentation over time.
“Personalization means understanding the client’s wants earlier than they do—and delivering the proper product, on the proper worth, on the proper time. With Klaviyo and WooCommerce, we’ve constructed a system that adapts in real-time based mostly on who the client is, who their dentist is, and what they’ve instructed us they care about.”
— Brendon Alaniz, Undertaking Supervisor at Smile Sensible
Smile Sensible isn’t standing nonetheless. The corporate is evolving to energy curated oral care merchandise and routines for thousands and thousands of People nationwide. By combining their D2C enterprise with integrations for insurance coverage and dental well being professionals, Smile Sensible is pioneering preventative care initiates which are bettering well being.
Their firm is concentrated on inside development whereas creating a know-how suite that aids dentists, insurance coverage, and trade professionals in a mission to assist People take again management of their oral well being — whereas persevering with to make each buyer expertise really feel private at scale.
Vanessa has spent her profession writing useful issues for folks throughout the tech area. Outdoors of labor, she enjoys coaching for triathlon, rotating by means of hobbies, and exploring new locations each city and pure. She has two fluffy cats, maintains a number of succulents, and has far too many books on her TBR shelf.
