Jenni Kayne’s luxury email secret: more revenue from fewer messages

Jenni Kayne is a luxury apparel and home brand known for chic, California-inspired designs in timeless neutrals. Since 2002, the retailer has grown into a household name, with a thriving online store and 20+ brick-and-mortar locations.

In 2023, Jenni Kayne wanted to elevate their branding to match their quality and price point. That meant rethinking how they used email.

Historically, the team had succeeded with a high-volume approach, sending Klaviyo campaigns as often as 3x a day during the holiday season.

But for a premium feel—and a stronger click rate—retention director Melissa Smith wanted to reduce send frequency. While still growing revenue.

Create a dialogue with consumers with hyper-personalized messages

Smith’s team pivoted to a more restrained, personalized email strategy. They sent subscribers one targeted campaign per day, maximum, and ramped up creative personalization.

To ensure emails feel relevant, Jenni Kayne sends different campaigns to apparel and home shoppers. Smith distinguishes the two audiences with Klaviyo segments based on purchase and browsing history, and zero-party interest data from email sign-up forms.

By implementing this strategy, Jenni Kayne was able to reduce email sends while still increasing email revenue 14.5% YoY—without sacrificing the luxury feel of their brand.

Get similar results 

Your business can grow your zero-party data and leverage that information in hyper-personalized messages, too. Here’s how:

• Read the full Jenni Kayne x Klaviyo case study 
• Learn how to to collect zero-party data with Klaviyo forms