Arms Of Eve achieves 62x Klaviyo ROI with data-driven approach

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Arms Of Eve is an Australian-born, fashion-forward lifestyle brand known for its ethical and affordable jewellery and accessories. Founded in 2017 by Kerryn Langer, the brand curates timeless pieces – mindfully crafted by accredited, ethical artisans – designed to celebrate the power of women and effortlessly stacked and styled. Since day one, Arms Of Eve has used Klaviyo to power smarter digital relationships.

Learn how Klaviyo helps Arms Of Eve better understand their customers

Challenge

When Arms Of Eve first adopted Klaviyo, they didn’t know where to start.

“We knew we needed to communicate with our customers, but I had no idea how in-depth email marketing was,” says Aaron Langer, co-founder and CEO at Arms Of Eve. “We heard of this thing called Klaviyo and we jumped on to it, but we didn’t really know what it was or the potential.” 

After building out foundational automations, like welcome and abandoned cart flows, Arms Of Eve recognised the revenue-driving potential of Klaviyo—and the need to take things to the next level. 

Solution

As Arms Of Eve continued to scale their business with Klaviyo, they recognised the importance of using customer data to personalise messages, nudge customers to take action, and optimise campaigns and flows to drive revenue. 

“Klaviyo makes it easy to spot patterns and understand your customer behaviour in different segments and demographics, and how different people shop your site,” Langer says.

Klaviyo makes it easy to spot patterns and understand your customer behaviour in different segments and demographics, and how different people shop your site

Today, Arms Of Eve uses this data in Klaviyo to provide customers with more relevant information and product recommendations, and optimise flows for opens, clicks, and conversions. 

“In our business we talk about Kaizen—it’s a Japanese philosophy that translates to ‘continuous improvement,’” says Langer. “We’re always asking ourselves, how do we make this better? Klaviyo allows us to understand where we can improve, and take action on those insights.”

Strategy 

As Arms Of Eve has scaled, their investment in Klaviyo has, too. In the last year, they’ve used their customer data to add personalisation to flows, better understand their customers, and set themselves up for sustained, long-term business growth with data-led improvements like:

• Personalising the welcome journey: With the help of their agency Evocative Media, Arms Of Eve revamped their welcome journey. New subscribers get personalized pop-ups highlighting a welcome offer, then messaging tailored to channel preference and on-site behavior. Changes like this have contributed to a 39.8% YoY increase in conversion value from flows.
• Heat mapping customer engagement: Arms Of Eve used data from Klaviyo to build a heat map of Australia showing both email engagement and purchase data by region. “This informed send times for our emails—you have that 3- to 4-hour time difference with the west coast that we hadn’t been considering before this,” says Ian Loo, digital operations manager at Arms Of Eve. “We started shifting send times back and saw improved open rates.”
• Building granular segments to understand loyalty levers: Like many brands, Arms Of Eve started out with 180-, 90-, and 30-day engaged customer segments. Then, they broke it down even further, with a 0- to 15-day engaged segment, a 16- to 30-day engaged segment, and so on, and coupled them with interest segments, like earrings or necklaces, based on website activity. The team uses these segments to identify when a customer is more likely to make a second purchase, then optimise sends to drive loyalty. 

By honing in on their customer data in Klaviyo, Arms Of Eve has continually improved their performance. In 2024, 20% of the business’s total revenue was attributed to Klaviyo. 

“Flows have become really essential to our business,” shared Langer. “They are key to the way we communicate with our customers and how we nudge them to take the next action. I don’t think there’s anyone else out there that can do what Klaviyo does in such an easy, succinct, and powerful way.” 

Flows have become really essential to our business. They are key to the way we communicate with our customers and how we nudge them to take the next action. I don’t think there’s anyone else out there that can do what Klaviyo does in such an easy, succinct, and powerful way.