Jordan Craig grows email revenue 54% after switching to Klaviyo

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Jordan Craig is a men’s streetwear brand founded in New York in 1989. Through the decades, their design team has crafted modern designs from quality fabrics, for everything from cargo pants to varsity jackets—all while adapting gracefully to the roller coaster economy and maintaining an attainable price point.

Learn how Klaviyo’s integrations, analytics, and push notifications help Jordan Craig make data-driven decisions

Challenge

“We’re very data-driven at Jordan Craig,” says Rob Varon, the brand’s director of marketing.

The team likes to make every marketing decision—about segmentation, email frequency, and everything in between—based on data.

But with their former email marketing platform, it wasn’t easy to access performance data in an actionable format. Jordan Craig chose the platform for its easy integration with a core element of their tech stack—but that convenience cost them when it came to analytics.

They could only look at the performance of an individual send—they couldn’t pull holistic data on sends over time. They had to request that from support.

We wanted to create a very personalized experience, but we were very limited.

“To not have that data was a fundamental challenge,” says Varon. “It made us rely on our gut more.”

But even executing on their gut instincts was challenging. The platform’s segment and flow builders were rudimentary. Deliverability was weak. It wasn’t that their emails got flagged as spam once delivered—they never reached inboxes in the first place.

“We wanted to create a very personalized experience, but we were very limited,” Varon says.

To build deeper relationships with their 1.5 million email subscribers, Jordan Craig needed a new platform, built for personalization at scale.

Solution

The team started evaluating other marketing automation platforms, keeping 3 core criteria in mind: price, integrations, and analytics.

Pricing was comparable across all the options. But despite competition from other providers, Klaviyo won out, with the most pre-built integrations—350+—and the most robust data infrastructure.

“In evaluation, we looked at how much data we could store in each platform,” Varon says. “Some only store data for 6 months, some store for a year. Klaviyo stores data forever.”

In evaluation, we looked at how much data we could store in each platform. Some only store data for 6 months, some store for a year. Klaviyo stores data forever

Klaviyo also made it easier to act on all that data, with intuitive flow- and segment-building interfaces.

Migrating from their old platform went smoothly, and Jordan Craig promptly saw a lift in performance—especially flow performance.

“We were able to build highly personalized flows very early on, and they started converting immediately,” says Varon.

In their first 6 months with Klaviyo, their flows drove 30% of their revenue.

Strategy

Today, Jordan Craig has centralized and activated their data in Klaviyo, leaning into complex flows and the integrations and analytics that gave Klaviyo its competitive edge in evaluation. For instance, they’ve started:

• Multi-channel flows: In April 2024, Jordan Craig started sending not only email via Klaviyo, but also push notifications for their new mobile app. The team updated 38 of their flows to send via either push or email, A/B testing each automation to ensure dual subscribers get messages on the top-performing channel. “I can’t overstate how valuable it is to have multiple channels together in Klaviyo,” Varon says.
• Integration-augmented sends: Jordan Craig has added new integration-enabled elements to their lifecycle marketing, such as updates on t-shirt and sock subscriptions triggered by Klaviyo’s Appstle integration. Subscribers can also add products featured in emails directly to their cart with the Zaymo integration, which drives substantial incremental revenue, Varon reports.
• Email cadences driven by Klaviyo analytics: By looking at campaign performance by segment, a “really valuable” Klaviyo analytics feature, Jordan Craig has gained insight into ideal email cadence for each of its 40+ segments. Now, for example, they send daily to customers for 2 weeks on either side of their AI-generated predicted date of next order—and see strong conversion from that.

Having their data from email, push, and integrations centralized and actionable in Klaviyo has been a major revenue driver. Jordan Craig saw 54% YoY growth in email revenue in their first 6 months with Klaviyo. In their first November with Klaviyo—the most important month of the year for the brand, Varon says—they saw 64% YoY growth in email revenue.

“Ultimately, Klaviyo is allowing us to build that personalized experience,” says Varon. “It makes it so that whatever action a customer takes, there’s an appropriate reaction. This level of personalization and optimization is definitely leading to revenue lift. “

Ultimately, Klaviyo is allowing us to build that personalized experience. It makes it so that whatever action a customer takes, there’s an appropriate reaction. This level of personalization and optimization is definitely leading to revenue lift.