CASE STUDY : FENOMENA

Jewelry Brand Fenomena Sees 381% Lift in Attributed Conversions With Smarter Flow Refinement

Fenomena, a Colombian jewelry brand, partnered with Joy Joya to transform an existing set of underperforming automations into a refined, high-performing lifecycle. In just days after relaunch, open rates doubled or tripled across key flows, Klaviyo-attributed conversions surged by nearly 400%, and the customer experience became cleaner, faster, and more intentional.
3x

Higher open rates across key flows

+381%

Lift in Klaviyo attributed conversions

+435%

Overall placed order rate across live Flows

+169%

Increase in revenue from Abandonment Flows

CLIENT

Fenomena, a Colombian jewelry brand

PLATFORM

Shopify + Klaviyo

AUDIENCE LANGUAGE

Spanish

SCOPE

4 core flows rebuilt + new Post-Purchase + Win-back + Sunset

TIMELINE

6 weeks build, results measured 90 days after launch

PRIMARY GOAL

Improve abandonment recovery + lifecycle engagement

The Challenge: Turning Functionality Into Performance

Before partnering with Joy Joya, Fenomena had the foundations of a lifecycle strategy in place: four basic Klaviyo flows - Browse, Cart, and Checkout Abandonment, plus a Welcome Flow - all written in Spanish for their Latin American audience.

However, results lagged behind expectations. Open rates hovered in the low double digits, click rates were minimal, and conversions stalled. The existing flow designs were visually heavy and text-dense, lacking the clarity and urgency needed to drive action.

Even worse, no system was in place to sunset inactive subscribers - hundreds of disengaged profiles were quietly suppressing performance and hurting deliverability.

Why Fenomena Turned to Joy Joya

Fenomena had strong products and growing traffic - but their email + SMS systems weren’t converting consistently. They wanted a retention partner who could diagnose what was holding performance back and rebuild the lifecycle experience with strategy, clarity, and clean execution - so sales didn’t depend on last-minute campaign pushes.

The Strategy: Smart Refinement, Clean Design, Real Results

We built a transformation plan around three core pillars:
1

Smarter Creative and UX

  • Simplified every layout for mobile-first reading
  • Reduced visual clutter to make the jewelry the hero
  • Rewrote and reorganized copy for clarity and brevity
  • Moved CTAs higher for faster clicks and conversions

    • 2

    Lifecycle & Deliverability Health

  • Implemented a Sunset Flow to remove nearly 800 disengaged profiles
  • Strengthened sender reputation and list quality
  • Adjusted pop-up logic to deliver discount codes via email
    • (Subtly increasing engagement and deliverability)

    3

    Expanded Automation Coverage

  • Rebuilt all four core flows from the ground up
  • Added a Post-Purchase Flow to educate and reinforce loyalty
  • Introduced a Customer Win-Back Flow (75-day trigger) to re-engage lapsed customers

    • Book an Intro Call

    Key Takeaways

    Small refinements deliver big impact.

    Simplifying what already exists can drive exponential gains.

    Design and deliverability go hand in hand.

    Clean layouts and a healthy list are as critical as great copy.

    Email can evolve fast.

    With the right strategy, even legacy flows can become top revenue drivers in days.

    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.
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    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.
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    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.
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    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.
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    $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.
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    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