CASE STUDY
Email Marketing
Jaz Flowers moved from Squarespace to Klaviyo with Picos in June 2026. We warmed the list, launched eight automated flows and now run a segmented campaign calendar written in Jaz’s own voice. Three months in, email is a sales channel, not a newsletter.
Jaz Flowers
Jaz Flowers is an Australian beauty brand known for its bold colour cosmetics, playful personality and social-first following. Founded by performer-turned-creator Jaz Flowers, the brand grew out of a viral TikTok presence during the pandemic into a fast-growing cosmetics line, building a community around confidence, self-expression and a good dose of cheeky fun.
The problem
Jaz Flowers has a loud, loyal community on social and a list full of fans, but email ran out of Squarespace with no automation and no segmentation. Every subscriber got the same send, and there was no journey for new fans, abandoned carts or repeat buyers. The brand had the attention. It needed a channel built to turn it into orders.
The Solution
Picos moved Jaz Flowers onto Klaviyo and warmed the list with engaged-first sends, then launched eight flows: Welcome, Browse Abandonment, Add to Cart, Abandoned Checkout, Post-Purchase, Next Best Purchase, Winback and Sunset. Campaigns run on a calendar built around launches and moments like ‘Christmas in July’ and Race Day. Every send is segmented by engagement and purchase history, from VIPs and repeat buyers to new subscribers.
The Result
In the first three months on Klaviyo, email drove more than 900 orders. Segmentation did the heavy lifting: segmented sends earned 178% higher open rates than sends to the wider list, and campaigns now average a 64% open rate with a 9.4% click rate.
