How We Achieved 800% Email ROI
By transforming Joanne’s Journals’ email programme with smart segmentation, full-funnel automations, strategic campaigns, and list health measures, we turned an underperforming channel into a high-performing growth engine — delivering 8x ROI and up to 50% of revenue from email.
About Joanne’s Journals
Joanne’s Journals is a UK stationery brand creating luxury, customisable planners and premium accessories. The brand champions calm, clarity and creativity, backed by an active community that loves planning beautifully and staying organised.
The Problem
- A small husband and wife team with consistent sales and an engaged audience, but no bandwidth to manage email in a structured way. Klaviyo had no flows set up either..
- Little revenue from campaigns due to inconsistent sending and no calendar or themes to guide output.
- Deliverability was deteriorating because of spam and bot sign-ups and the absence of list hygiene.
- Poor open and click rates caused by batch-and-blast sending to the entire list with no segmentation or intent signals.
The Strategy
- Segmentation built for intent and lifetime value
Created advanced segments around buyer intent, activity windows and lifecycle stage, including engaged 30/60/90 day cohorts, VIPs, recent purchasers, category interest, and re-engagement groups. - Lifecycle automations rolled out end to end
Implemented and tested the full flow stack: Welcome, Browse Abandonment, Abandoned Cart, Abandoned Checkout, Post-Purchase First Order, Post-Purchase Cross-sell and Win-back. Each flow included clear value props, social proof, and on-brand creative. - Consistent, planned campaigns
Introduced a content calendar tied to launches and seasonal moments. Campaigns were optimised for clicks and conversion with strong hooks, benefit-led copy, skimmable layouts and clean CTAs. - Deliverability and list health
Cleaned the list, removed risk addresses, set up sunsetting for unengaged profiles, tightened form settings and added bot-prevention. Warmed sending gradually per segment to restore inbox placement.
For Joanne's Journals, we put together a robust strategy that includes:
- Targeted audience groups built for value.
- End-to-end automations across journeys.
- Strategic campaigns tied to moments
- Healthy lists for stronger deliverability.
STRENGTH IN NUMBERS
Results
55% +
open rates across core engaged segments
2.0% +
click rates on average for campaigns and flows
20%
conversion rate on the Welcome Flow
8.0x
average monthly ROI on email programme spend
50%
email-attributed revenue during key periods
