CASE STUDY : ANNE VAUGHAN DESIGNS

Jewelry Brand Increases Email Revenue 62% and Nearly Triples Click-Through Rates Through Strategic Lifecycle and Platform Migration

A growing jewelry brand partnered with Joy Joya to transform sporadic, promotion-driven email marketing into a structured lifecycle strategy designed to deepen engagement and drive consistent revenue. By migrating platforms, refining list health, and introducing automation and segmentation, email evolved into a powerful driver of engagement — boosting click-through rates nearly 3x and increasing revenue by 62% within four months.
+62%

Increase in retail revenue attributed to email

+189%

Click-through rate increased from 1.69% to 4.89%

+70%

Retail open rate increase after migration and optimization

+500%

Wholesale email click-through rate

CLIENT

Design Gold Jewelry

PLATFORMS

Klaviyo + Shopify (migration from Omnisend)

AUDIENCE LANGUAGE

English

SCOPE

Migration, lifecycle strategy, automation build, campaign optimization

TIMELINE

Initial 4-month transformation, ongoing partnership

PRIMARY GOAL

Increase engagement and revenue through structured lifecycle marketing

The Challenge: Loyal Audience, Inconsistent Strategy

Before partnering with Joy Joya, the brand had a dedicated customer base but lacked a structured email marketing system. Campaigns were sent inconsistently, often centered around product launches or promotions, conditioning subscribers to engage primarily during sales periods.

Key challenges included:

  • Lack of strategic lifecycle automation
  • Email marketing disconnected from broader brand storytelling
  • Platform limitations restricting segmentation and analytics
  • Inconsistent engagement despite strong brand loyalty

The brand needed a cohesive strategy to build stronger relationships with subscribers and turn email into a reliable revenue driver.

Why Anne Vaughan Designs Turned to Joy Joya

The brand sought a strategic partner to refine its email marketing foundation and unlock growth opportunities through better structure, automation, and data-driven execution. Their goal was to create a more intentional customer journey — strengthening engagement while supporting both retail and wholesale channels.

The Strategy: Structured Lifecycle + Platform Upgrade

We designed a transformation around four core pillars:
1

Strategic Platform Migration

  • Migrated from Omnisend to Klaviyo to enable advanced segmentation and stronger Shopify integration
  • Established improved analytics and reporting visibility
  • Built infrastructure for scalable lifecycle marketing

    • 2

    List Health & Engagement Rebuild

  • Launched re-engagement campaigns to refine the subscriber base
  • Reduced retail list from 10,000 to 6,508 engaged subscribers
  • Improved open rates from 32% to 48% among active audiences

    • 3

    Automation-Driven Customer Journey

    Implemented five core automated flows, including:

  • Welcome Series
  • Abandoned Cart Recovery
  • Customer Winback
  • Lifecycle nurturing sequences

    • Generated additional automated revenue while strengthening customer relationships.

    4

    Consistent Campaign Strategy & Cross-Channel Alignment

  • Introduced structured campaign cadence aligned with brand storytelling
  • Integrated email with social media campaigns and live events
  • Enhanced wholesale communications, doubling revenue from Faire messages

    • Book an Intro Call

    Key Takeaways

    Consistency transforms engagement.

    Moving from sporadic campaigns to structured lifecycle communication dramatically improved performance.

    Platform matters.

    Migrating to Klaviyo unlocked advanced targeting and data insights that drove measurable growth.

    List quality drives results.

    Refining audiences increased engagement and allowed messaging to resonate more deeply.

    See More [Case Studies|Success Stories|Real Results]

    381% Lift in Conversions
    What started as “basic” automations became a polished lifecycle that customers actually responded to - higher opens, more clicks, and a surge in checkout conversions within days.
    Read The Case Study
    +3,700% Open Rate After a List Reset
    Their list looked big - but performance was buried. We cleaned aggressively, rebuilt deliverability, and turned a smaller list into a high-trust channel that drove real revenue.
    Read The Case Study
    Email Grew to 70% of DTC Revenue
    We moved the brand beyond “sale-only” sends and into consistent storytelling, segmentation, and lifecycle strategy - turning email into a primary driver of direct-to-consumer growth.
    Read The Case Study
    Clicks Nearly Tripled in 4 Months
    We rebuilt the system in Klaviyo - stronger segmentation, smarter automations, and a clear weekly rhythm - so email stopped being sporadic and started performing.
    Read The Case Study
    From Split Platforms to a Revenue System
    Campaigns and flows lived in different tools with little visibility. We unified everything in Klaviyo and built a full lifecycle engine that started generating revenue fast.
    Read The Case Study
    $111,952 From a First-Ever Welcome Flow
    A stagnant email channel became a six-figure revenue system in just four months - proving the right lifecycle strategy unlocks hidden growth fast.
    Read The Case Study
    62% Revenue Growth in Just 4 Months
    Sporadic promotions became a structured lifecycle engine. After migrating to Klaviyo and rebuilding segmentation and flows, clicks nearly tripled and email transformed into a consistent retail and wholesale revenue driver.
    Read The Case Study

    Want Results Like These?

    Start With an Intro Call

    Every brand you just read about started the same way - with a conversation. A chance for us to learn your business, hear what's been frustrating you, and see if there's a real fit before anyone commits to anything bigger. If there is, we go deeper from there. Here's how it works:

    1. Intro Call (30 min, free)
    We learn your brand, your customer, and your current setup. You tell us where you think the friction is, and we share what we can see from the outside.

    2. Roadmap Audit
    If we're a fit, we get into your Klaviyo account and take a careful look - what's working, what's not, and where the real revenue opportunities are. This is the part that takes time and focus, which is why it happens after the call, not during it.

    3. Your Email Revenue Roadmap
    A prioritized plan tied to your offers, margins, and customer journey - and a team to build it with you. Fastest wins for the next 30 days. Highest-ROI priorities for the next 90. Built for your business, not pulled from a template.

    Book an Intro Call