J&Co Jewellery achieves 38x Klaviyo ROI by strengthening relationships with engaged customers

---

J&Co Jewellery started as a hobby jewellery brand in 2014, selling on US marketplaces. Since then, founder and CEO Jenny Kwang has expanded the brand into Canada and Europe, launching an online store in 2016 and wholesale operations in Australia and Japan in 2018.

Learn how Klaviyo helped J&Co Jewellery segment and target customers more effectively through email

Challenge

As J&Co Jewellery expanded globally, the team quickly realised that their existing email marketing was no longer going to work. Their blanket approach—sending every email campaign to everybody on their subscriber list—risked coming across as generic, irrelevant, and potentially spam to so many customers in different markets around the world.

The brand also had limited insight into which campaigns were working and which weren’t, which hampered the team’s ability to improve the quality of their marketing.

As a result, J&Co Jewellery was struggling to drive engagement and generate meaningful revenue from email campaigns.

Solution

After partnering with Singapore-based Shopify agency 360and5, J&Co Jewellery decided to switch its email marketing platform from Mailchimp to Klaviyo.

By capturing data on customer location and engagement (for example, clicks on campaigns), Klaviyo makes it easy to segment customers based on their behaviours and characteristics.

“The ability to send triggered emails to customers segmented by their last engagement has been pivotal in building customer relationships,” says Jenny Kwang, founder and creative director at J&Co Jewellery.

J&Co Jewellery can also use Klaviyo to schedule email campaigns for different times to suit different time zones.

And with Klaviyo’s robust A/B testing, the team can experiment with different types of campaigns and gain detailed insights into what’s working and what’s not—from subject lines to imagery and email length.

Strategy

To establish more meaningful connections with their audience, J&Co Jewellery now uses Klaviyo segmentation in multiple ways to drive revenue, including:

• Engaging recent subscribers: Klaviyo’s ability to identify customers who signed up in the last 90 or 180 days enables J&Co Jewellery to create specific campaigns relevant to its newest audiences.
• Offering exclusive deals: Thanks also to Klaviyo’s customer segmentation, the team now promotes exclusive offers only to loyal customers with at least 3 prior purchases, helping drive revenue from those most likely to buy again.
• Spinning up personalised discount campaigns: When customers view a product on the website but don’t go on to buy it, J&Co can now send an email containing a limited-time discount and relevant, personalised product recommendations.

These tactics have helped J&Co Jewellery drive engagement. The brand’s email click rate has grown 112% YoY, and they’ve achieved 38x ROI in Klaviyo.

“We’ve barely scratched the surface of what Klaviyo has to offer, and I would definitely recommend Klaviyo to other brands,” says Kwang. “There’s an endless number of new integrations, and Klaviyo makes it so easy for anyone of any level to learn and use. This year, the plan is to explore even further personalisation for customers.”