Client
ToniMay
Industry
Ecommerce, jewellery
Services
Klaviyo strategy, flows, campaigns & Black Friday
Year
2023
ToniMay is a jewellery brand with a large, engaged customer list. We took over their Klaviyo account in early 2023 – rebuilding their core flows, running their campaigns and planning their biggest sales event of the year, Black Friday Cyber Monday.
In November 2023, ToniMay turned over more than A$1 million in a single month – and Klaviyo drove 45% of it.
The challenge
ToniMay had a big audience – nearly 40,000 newsletter subscribers plus more than 28,000 shop subscribers – and email was already an important channel. But our first review found campaign unsubscribe rates well above similar brands, spam complaints on the browse abandonment flow, and a flow setup that needed rebuilding to get the most from Black Friday.
What we did
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- Rebuilt the core flows – welcome series, abandoned cart, abandoned basket, rewards program welcome and back in stock, optimised month by month.
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- Better segmentation – campaigns targeted by engagement and behaviour to bring unsubscribe and spam rates down.
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- Black Friday strategy – an early-access list, a dedicated BFCM sign-up flow and a campaign calendar built to peak across the sale.
- Monthly growth reviews – revenue, flow performance, deliverability, benchmarks and list growth, with clear recommendations for the month ahead.
Black Friday 2023 results
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- A$1.03 million in store revenue in November 2023
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- A$458K (45%) driven by Klaviyo – email and flows
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- Klaviyo revenue up 469% on October, with campaign revenue up 1,013%
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- 4,800+ shoppers joined the BFCM early-access list, and newsletter sign-ups rose 358% in a month
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- The BFCM sign-up flow generated A$32.4K on its own, with a 15% click rate
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- Abandoned cart flow revenue up 212% on the previous month
Against similar jewellery brands on Klaviyo, ToniMay’s November campaigns ranked in the 95th percentile for placed order rate, the 91st percentile for click-through rate and the 90th percentile for revenue per recipient.
From our first month
The results started early. In February 2023, our first month on the account:
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- Klaviyo drove 44% of total store revenue
- The welcome series converted at 13.3% – better than 91% of similar stores
Want results like this?
We build and manage Klaviyo for ecommerce brands across Australia and internationally – including high-stakes sales periods like Black Friday.
Start with a free Klaviyo audit, or see our Klaviyo email marketing services.
