How Joyfolie achieves an ROI of 25X with Black Crow

Unapologetically feminine and decidedly unique–that’s Joyfolie. Over a decade ago, the brand began with handcrafted, high quality footwear. As their customer base expanded, so did their product line, now offering a curated collection of premium clothing and accessories for women and girls. Take one look at their Instagram and you’ll see that Joyfolie doesn’t just have customers, they have fans.

More Revenue from SMS browse abandonment
Meta ROAS Improvements
New Subscriber Revenue

The challenge

Building on the tremendous rate of growth they’ve already achieved over the past few years, Joyfolie aimed to surpass $30 million in revenue by the end of 2024. Hitting this milestone required an ambitious growth strategy and efficient customer tracking across channels.

Our solution

During the trial period, Joyfolie tested Smart ID in Klaviyo to address email subscriber loss caused by ongoing cookie degradation. This switch to server-side tracking increased abandonment email audience size by 88%, and boosted overall Klaviyo revenue by 10% in less than 30 days. The brand has since adopted Smart ID across their marketing stack, resulting in 193% more SMS browse abandonment revenue and improved Meta ROAS by 5%. Joyfolie has since enabled Predictive Offer, which is on track to generate $26K of new subscriber revenue in the first month alone.

With the addition of Black Crow, the percentage of our email revenue that is attributed to flows is much higher. Before it was in the 30s, and now it's actually closer to 50% . . . I think the numbers kind of speak for themselves. You can quote me on that. It's pretty amazing.

Neil Popkin, Director of Marketing

The future

Armed with Black Crow AI, Joyfolie has generated significant revenue from existing marketing efforts—without requiring any additional time or resources from their already busy marketing team. As the team concentrates on achieving their ambitious 2024 growth targets, they plan to lean heavily on their proven partnership with Black Crow.

Results in 30 days


Increase in abandonment email audience size


Boost in Klaviyo revenue

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