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 in 30 Days
3x
Higher Identity Match Accuracy vs. Revenue Roll
15x
More Revenue per ID vs. Revenue Roll
5x
Fewer Spam Complaints vs. Revenue Roll
“We found that one of the most common sources of toxic data in Klaviyo is your website visitor ID tool. It doesn’t always look broken. Flows might still be converting, but behind the scenes, your sender reputation is eroding. Bad identity data silently poisons your Klaviyo account, triggering automations to the wrong people, inflating complaint rates, and crushing deliverability when it matters most.
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. Customers.ai is the only visitor ID solution we’ve seen that backs performance with real proof, not inflated match rates or vague reporting.”
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
15x more revenue per ID
5x fewer spam complaints