Building a High-Touch Email Strategy for Lisa Robin Jewelry
First 90 days of the retainer, May through July 2026.
The Challenge
Lisa Robin sells high-consideration fine jewelry, including engagement rings and wedding jewelry, where the customer journey is longer and more consultative than a typical e-commerce purchase. Email therefore needed to do more than promote products: it needed to educate, build trust, surface high-intent shoppers, and keep the brand present throughout a longer decision cycle.
The opportunity was to create a more intentional retention program across campaigns, quizzes, browse behavior, and SMS, while protecting deliverability through tighter audience targeting.
The goal was to create a more intentional email and SMS program that could support the entire customer journey while improving the way campaigns, behavioral automations, and high-intent audience segments worked together.
Before and After
Our Approach
1. Built campaigns around high-intent audiences
Rather than treating the entire list as one audience, campaigns were focused on confirmed subscribers, highly engaged customers, and high-intent shoppers. This gave Lisa Robin a more intentional segmentation strategy and allowed campaigns to focus on subscribers most likely to engage with product, educational, and editorial content.
2. Put greater emphasis on education and product storytelling
Fine jewelry is a high-consideration purchase, so the campaign strategy needed to help customers make decisions rather than simply push products. Content such as the Diamond Guide and editorial campaigns gave customers more context around products, design, and the buying process while keeping Lisa Robin top of mind throughout a longer consideration window.
3. Expanded lifecycle marketing around customer intent
We strengthened automated touchpoints around behaviors that indicated purchase intent. Engagement Ring Quiz and Wedding Quiz flows helped nurture shoppers actively researching major purchases, while Browse Abandonment created another automated touchpoint for customers demonstrating interest in specific products. Instead of relying only on scheduled campaigns, these flows gave Lisa Robin an always-on way to continue the conversation.
4. Integrated SMS into the customer journey
SMS added another high-intent channel to the lifecycle strategy. The mobile Welcome Series created a more direct way to engage new subscribers and complement the email program, giving Lisa Robin multiple ways to reach customers based on their behavior and preferences.
The Results: First 90 Days
During the first 90 days of the retainer, Lisa Robin established a more structured retention program across campaigns, lifecycle flows, quizzes, browse behavior, and SMS.
Campaign Performance
Campaigns consistently delivered strong engagement across both educational and product-led content, reinforcing the importance of segmentation and intent-based messaging. The May 21 campaign achieved a 60.94% open rate, while “The Fable” campaign followed closely with a 59.1% open rate, demonstrating consistent performance across storytelling-led content. The Diamond Guide educational campaign also performed strongly, reaching a 54.38% open rate, highlighting how educational content can effectively support product discovery in a high-consideration purchase category.
Lifecycle Flow Performance
Behavioral and intent-based automations played a key role in capturing and nurturing high-intent shoppers throughout the 90-day period. The Browse Abandonment flow was particularly effective, achieving a 53.49% open rate and a 5.81% click rate, showing strong engagement from users actively exploring products but not yet converting. Similarly, the Wedding Quiz flow delivered a 41.60% open rate, indicating that interactive, intent-capturing experiences were successful in driving deeper engagement.
Deliverability & List Health
Deliverability remained strong throughout the period, supporting consistent inbox placement and engagement across both campaigns and automations. The unsubscribe rate held low at 0.153%, while the spam complaint rate remained minimal at 0.019%, indicating a healthy and well-engaged subscriber base.
Performance Snapshot
| Area | Metric | First 90 Days |
|---|---|---|
| Overall | Campaign share of attributed email revenue | 71.39% |
| Overall | Open rate | 74.1% |
| Campaigns | Average open rate | 59.8% |
| Campaigns | Total recipients | >999% |
| Campaigns | Average conversion rate | 0.008% |
| Flows | Open rate | 29.79% |
| Flows | Click rate | 2.41% |
| Deliverability | Bounce rate | -56.7% |
| Deliverability | Spam complaint rate | 0.019% |
| Deliverability | Unsubscribe rate | 0.153% |
Key takeaway: Lisa Robin built a more complete retention system for a long-consideration purchase journey. Campaigns became the primary attributed email revenue driver in June, while quiz, browse, and SMS automations gave high-intent shoppers additional opportunities to engage as they moved closer to purchase.
“eCora has been excellent to work with for our Klaviyo email marketing. They came in and completely unraveled flows that weren’t performing and turned our email results around. What stands out most is how well they understand brand voice — for a luxury brand, that’s not easy to get right, and they nailed it from the start. They’ve recently added social media to their offering for us, and the same premium, on-brand image is coming through there too. Highly recommend if you need a team that actually understands luxury branding, not just email metrics.”
The Outcome
By combining stronger audience segmentation, educational campaigns, behavioral automation, quiz-driven lifecycle marketing, and SMS, Lisa Robin created a more intentional owned marketing program around the way customers actually shop for fine jewelry.
Instead of relying solely on promotional campaigns, the brand now has multiple touch points designed to educate customers, recognize purchase intent, and continue nurturing shoppers throughout a longer decision cycle. The first 90 days created the foundation for a retention strategy that can continue to become more personalized as Lisa Robin learns more about customer interests and behavior
