“We couldn’t be happier about the results. They’re more than just an execution partner. They’re really thinking with you, setting strategy, great technical knowledge as well. Couldn’t recommend them enough, they’ve been crushing the targets pretty much every month since we started.” – Otto Mouton, Managing Director
FACTS
Client: Jimmy Joy
Industry: CPG
List Size: 100K+
ESP: Klaviyo.
RESULTS
- 147.7% increase in campaign revenue from Q4 2023 to Q4 2024
- 42.6% increase in flow revenue within the same time period
Client Insights
Jimmy Joy is a meal replacement brand focused on providing nutritionally complete products that are convenient, affordable, and sustainable. Their product line includes powdered meals, ready-to-drink shakes, and bars designed to deliver optimal nutrition with minimal preparation.
YOCTO began working with Jimmy Joy in December 2023 when the account was experiencing significantly low performance, particularly with campaign results. This case study outlines how YOCTO transformed Jimmy Joy’s email marketing program, resulting in remarkable growth during Q4 2024 compared to Q4 2023.
The Challenge
When YOCTO started working with Jimmy Joy, several challenges were hampering their email marketing performance:
- Performance Decline Due to Attribution Window Changes: We were seeing severe YoY revenue drops despite increased email deliveries (+102% deliveries, but -52% revenue YoY). Attribution window changes to a 2-day first-click model distorted performance comparisons, making it hard to find the real reason for the decline.
- Campaign Strategy & Segmentation Flaws: Campaign revenue had dropped by 85%, with a 16% drop in deliveries. The biggest segmentation issue was overlapping segments (eg. Non-buyers DE included in non-buyers EN) which meant users were receiving too many emails or the same emails more than once.
- Automation Strategy Errors: Custom property issues were blocking users from receiving crucial retargeting flows, leaving revenue on the table. The flow strategies were inefficient. For example:
#1 Winback Flow: Became the #1 revenue source due to backpopulation, not performance quality
#2 Welcome Flow: Overloaded with CTAs, poor structure, and failing to drive second purchases
#3 Post-Purchase Flow: Too short (only 8 days) and missing upsell/cross-sell opportunities
- Deliverability and Engagement Issues: High spam rates (0.024%) were signaling poor list hygiene or irrelevant content. We also noticed a drop in flow deliverability due to winback flows sending in large volumes to unengaged users. Overreliance on the winback flows were also masking poor performance from other flows, leading to missed opportunities.
- Sign-up Path and Acquisition Funnel Gaps: Important pages were excluded from the sign-up forms, resulting in low subscriber growth. There was no zero-party data collection, hampering personalization efforts.
Our process
YOCTO implemented a comprehensive strategy to address these issues and set Jimmy Joy up for success:
Account Consolidation & Attribution Refinement
We began by merging multiple Klaviyo accounts into one, leaving countries outside the EU in a separate account, creating a more streamlined and manageable email infrastructure.
Campaign Revitalization
We performed a thorough analysis of the customer journey and crafted a completely new segmentation strategy that ensured no overlapping segments occurred. With campaigns reaching the right audience at the right time, campaign revenue in Q4 2024 jumped by 147.7%.
Automation Strategy Optimization
We fixed the trouble-causing custom properties by updating flow structures and revamping the filtering strategy to make sure customers are unassigned from tags as soon as they no longer meet the necessary criteria.
We applied email CRO to optimize designs for better conversion and clearer messaging, and set A/B tests so we could get actionable data. These changes resulted in a 39.8% increase in unique conversions and a 42.6% increase in revenue.
Deliverability Enhancement
We prioritized the welcome flow and checkout abandon flow, making them the main revenue drivers. This led to an impressive improvement in engagement, improving deliverability. We achieved a 31.9% decrease in spam rate while continually growing the list.
Sign-up Path Optimization
We revised the complete sign-up strategy and setup to ensure proper visibility and information collection. Part of our strategy was introducing new pop-ups with micro-commitments and zero-party data collection.
We also performed A/B testing on these sign-up forms and implemented the ideas that led to better first-time customer conversion rates.
In late October 2024, we adopted a unique approach to growing the list, using pop-ups without incentives from October 28th to November 26th. Despite being BFCM season, this change helped to grow their list by 119.6%.
The Results
Jimmy Joy’s email marketing transformation yielded exceptional results:
Q4 Performance Overview
- Overall: €276,889.86 in attributed revenue (+94.9% vs same period in previous year)
- Campaigns: €175K (63.22% of revenue, +147.7% YoY)
- Flows: €102K (36.78% of revenue, +42.6% YoY)
Highlights
Email Campaign Growth
We completely revamped Jimmy Joy’s campaign strategy, resulting in a remarkable 147.7% increase in campaign revenue. By targeting the right segments with the right messaging, we were able to significantly boost performance while improving deliverability metrics.
Flow Revenue Optimization
Through strategic flow restructuring and optimization, we achieved a 42.6% increase in flow revenue. Flow engagement metrics showed impressive improvements with opens up by 75.1%, clicks up by 80.7%, and conversions up by 39.8%.
2025, here we come
Going forward, we plan to make every customer interaction with the brand feel relevant, personalized, and in tune with the customer’s stage in their journey. To do this, we plan to:
- Introduce iterative testing cycles and use performance insights to guide future campaign strategies
- Segment audiences more granularly by customer status (prospects and repeat customers)
- Leverage purchase data to personalize product recommendations
- Implement strategic A/B tests focused on optimizing conversion