Haverhill

Virginia Nussey — Wed, 16 Jul 2025 19:30:09 +0000

Apparel Case Study

How Haverhill Jewelry Cut Spam 90% & Unlocked $52k in 30 Days with a Klaviyo Detox Powered by Customers.ai

Haverhill, a fast-growing DTC jewelry brand known for its personalized, American-made designs, watched its email performance quietly deteriorating by early 2025. Spam complaints were up. Flow revenue was softening.

That’s when Kody Nordquist and the team at Nord Media ran a deliverability audit with Customers.ai. Their surprising discovery and fixes led to 3x higher revenue per email, 90% drop in spam complaints, and added $52,500 incremental revenue in 30 days.

The Challenge

Like many Klaviyo users, Haverhill had installed a legacy website visitor ID tool to enrich their email list. The tool matched anonymous visitors to emails, but inaccurately. The problem wasn’t obvious at first. Open rates were decent, and flows seemed to be converting.

But behind the scenes:

66% of total spam complaints came from profiles created by the visitor ID tool
Domain reputation fell from 71% (OK) to 50% (Bad)
Klaviyo began throttling sends to protect sender reputation

The toxic data had slipped in unnoticed, inflating segments and quietly poisoning flows.

The Fix: Customers.ai Data Detox

With guidance from Nord Media and a deep-dive audit from Larry Kim, CEO of Customers.ai, the team initiated a full Klaviyo detox. No changes were made to Haverhill’s flow logic or campaign creative—only the identity data pipeline was overhauled.

What changed?

The legacy ID tool was removed
Customers.ai was installed for accurate identity resolution
Segments were rebuilt around verified, high-intent contacts
Inactive or suspicious profiles were suppressed

Within weeks, the results were dramatic:

Spam complaints dropped 90%
131% increase in Browse Abandoned revenue
$52k incremental flow revenue in 30 days

The Results

$52k

Incremental Flow Revenue in 30 Days

21x

Return on Investment

3x

More Revenue per ID vs. Revenue Roll

3x

Higher Identity Match Accuracy vs. Revenue Roll

6x

Fewer Spam Complaints vs. Revenue Roll

Andrej Strojin, CEO, Haverhill

“Watching our email performance decline was incredibly frustrating, but we didn’t realize how much poor data was to blame. Customers.ai turned that around almost overnight with no changes to our flows, just better data. The impact on revenue was immediate. In one month, CustomersAI has generated nearly half the revenue that Revenue Roll generated in over five months.”

Why Customers.ai Worked

Most visitor ID tools promise high match rates—but few deliver high-quality matches. In contrast, Customers.ai focuses on accuracy, not volume, and backs performance with measurable outcomes.

In Nord Media’s tests across clients, Customers.ai delivered:

3x higher identity match accuracy

3x more revenue per ID

6x fewer spam complaints

Kody Nordquist, Founder, Nord Media

“We leverage Customers.ai high-accuracy identity resolution with our clients and the results have been undeniable: Higher flow revenue, fewer complaints, and a much clearer view of who’s actually shopping.”

See the difference of accurate visitor ID data on your DTC revenue.

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