Billion Avenue Grew Attributed Email Revenue by 222% in 90 Days

Billion Avenue started with a strong brand, a loyal audience, and an email channel doing almost none of the work it was capable of. There were no flows, no list growth system, and no way to segment or personalize.

By building the full lifecycle from scratch and validating each decision against the brand's own existing email rather than against theory we grew attributed email revenue by 222%, lifted email to more than a third of all attributed revenue, and nearly quadrupled the conversion rate of the single most important automation in the account.

Industry

Gem And Jewellery Industry

Focus

Email in Klaviyo

Brand Intro

Billion Avenue is a Belgian jewelry brand based in Antwerp, known for bold, sculptural earrings and a strong, clearly defined visual identity. Following a full rebrand, the label built a loyal following of repeat buyers roughly half of its customers return supported by a highly engaged audience and a founder with a strong personal presence behind the brand.

Despite that demand and loyalty, email was barely being used as a revenue channel. There was no lifecycle automation, no structured list growth, and no system in place to convert the brand's considerable organic attention into predictable repeat revenue.

The designs we made

These are some of the designs we crafted.

The challenge

Before working with us, Billion Avenue faced several growth blockers on the email side:

No structured list growth system, and a sign-up button that customers physically could not find on the site
Campaigns sent reactively and ad-hoc, without a strategy, cadence, or design system behind them
A highly loyal customer base (≈50% returning) with no post-purchase, cross-sell, winback, or VIP logic to nurture it
No segmentation, meaning no way to personalize based on what customers actually wanted

As a result, a brand with genuinely strong organic demand and an unusually loyal audience was leaving significant repeat revenue on the table and every result had to be manually earned, campaign by campaign.

We have implemented:

We rebuilt Billion Avenue's email setup around one principle: prove every decision with data, not opinion.

What We Implemented

Complete flow architecture built from scratch Welcome, Abandoned Cart, Abandoned Checkout, Browse Abandonment, Post-Purchase, Cross-Sell, Winback, Sunset, VIP, Back In Stock, and Review Request
Optimized desktop and mobile pop-ups, plus an embedded newsletter form
A conversion-focused email design system built in Figma, sliced into reusable Klaviyo templates
Segmentation and deliverability filters, sending only to engaged subscribers
Structured A/B testing across flows, pop-ups, and creative direction
A shared campaign calendar and reporting dashboard, so strategy and results lived in one place

The result

Results

+222% attributed email revenue (Aug–Sep 2025 vs. prior period)
28.33% → 33.84% email's share of attributed revenue
4.3% → 16% Welcome Flow placed-order rate our email vs. theirs, head-to-head. A 3.7× lift.
+116.3% flow revenue month-over-month (+177.3% YoY)
11.3% / 9.7% pop-up submit rate, mobile / desktop roughly double the 2–5% desktop benchmark
75–80% campaign open rates, against a ~40% norm

The results we got

Revenue

Attributed email revenue grew +222%
Email's share of attributed revenue went from 28.33% to 33.84% from a quarter to a third
Baseline recorded before our engagement began

Flows

Flow revenue +116.3% month-over-month
Welcome Flow +314.7%
Back In Stock +206.6%
Review Request +172.1%
Flow deliveries +570.8% year-over-year

Pop-Ups

11.3% submit rate on mobile
9.7% submit rate on desktop

Typical desktop submit rates sit between 2% and 5%. Billion Avenue came in at nearly double that.

Why This Matters

With opt-in rates near 10% on desktop, far more site visitors now enter the email ecosystem at all. And because a properly built Welcome Flow sits behind those pop-ups, the list growth doesn't just add names — it converts at 16%.

This means: