How Handmade Sellers Can Achieve Explosive Growth Like Jones Road Beauty

Learn the Tactics That Drove 167% YoY Growth and Apply Them to Your Handmade Business

During Black Friday and Cyber Monday (BFCM) 2023, Jones Road Beauty achieved a staggering 167% year-over-year growth in Klaviyo-attributed revenue. Leveraging Klaviyo’s powerful email and SMS tools, they attributed 38.4% of their total BFCM revenue to these efforts. For handmade sellers, this case study provides actionable insights into how targeted strategies and optimized marketing tools can fuel significant growth.

Here’s what Jones Road Beauty did—and how handmade sellers can apply similar tactics.

1. Segmentation for Personalized Campaigns

Jones Road Beauty segmented their audience based on customer behaviors and preferences, ensuring every email or SMS was tailored to the recipient. By delivering relevant messages, they boosted engagement and increased conversions.

How Handmade Sellers Can Apply It:

• Segment Your Audience: Break your customer list into categories, such as first-time buyers, repeat customers, and lapsed buyers.

• Targeted Messaging: Send personalized offers, such as a discount for first-time buyers or an exclusive sneak peek at new products for loyal customers.

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Action Item: Use Klaviyo’s segmentation tools to create at least three audience segments and tailor messaging to each group.

2. Early Campaign Launches with Exclusive Offers

Jones Road Beauty started their BFCM campaigns early, offering exclusive access and discounts to VIP customers. This approach not only drove sales but also built excitement and urgency.

How Handmade Sellers Can Apply It:

• Start Early: Launch holiday promotions before BFCM to capture early shoppers and beat the competition.

• Create VIP Experiences: Offer early access or exclusive bundles to your most loyal customers.

Action Item: Schedule a VIP-only email campaign a week before your main holiday promotion, emphasizing exclusivity and limited-time offers.

3. Leveraging Automated Flows for Maximum Efficiency

Jones Road Beauty utilized automated email flows to engage customers at every stage of their journey, from welcome emails to post-purchase follow-ups. These flows helped them maintain consistent communication without additional manual effort.

How Handmade Sellers Can Apply It:

• Welcome Series: Create an automated series for new subscribers, introducing them to your brand and highlighting best-sellers.

• Abandoned Cart Emails: Remind customers about items they left behind and offer an incentive to complete their purchase.

• Post-Purchase Thank Yous: Send personalized thank-you emails with product care tips or upsell recommendations.

Action Item: Set up three automated flows in Klaviyo: a welcome series, an abandoned cart flow, and a post-purchase follow-up.

4. SMS Marketing for Immediate Engagement

SMS played a pivotal role in Jones Road Beauty’s strategy, enabling them to reach customers directly with time-sensitive offers. They crafted concise, compelling messages that drove clicks and conversions.

How Handmade Sellers Can Apply It:

• Add SMS to Your Strategy: Use SMS for last-minute sales, exclusive discounts, or restock alerts.

• Be Concise: Keep messages short and include a direct call-to-action (e.g., “Shop Now” or “Claim Your Discount”).

Action Item: Collect phone numbers from your email list and launch a simple SMS campaign with an exclusive holiday offer.

5. Data-Driven Decision Making

Jones Road Beauty used Klaviyo’s analytics to monitor campaign performance and optimize on the go. They identified what worked and doubled down on those tactics to maximize results.

How Handmade Sellers Can Apply It:

• Track Metrics: Use Klaviyo’s reporting tools to monitor open rates, click-through rates, and revenue per email.

• Adjust Based on Data: If a campaign underperforms, test new subject lines, offers, or visuals to improve results.

Action Item: Review your Klaviyo analytics weekly during the holiday season to refine your strategy and improve ROI.

Applying Jones Road Beauty’s Strategies to Your Handmade Business

Jones Road Beauty’s success with Klaviyo during BFCM 2023 proves that smart, data-driven marketing strategies can lead to extraordinary growth. Handmade sellers can achieve similar results by focusing on segmentation, early campaigns, automation, SMS marketing, and data analysis.

Start small: implement one or two of these strategies, then expand as you see results. With Klaviyo’s tools, you can personalize your marketing, engage your audience, and scale your handmade business like never before.