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From Promotions to Primary: How Jones Road Beauty Drove 32% More Orders From Klaviyo Campaigns
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Background
Jones Road Beauty is a clean cosmetics brand founded by Bobbi Brown, built on the philosophy that the world doesn’t need more beauty products, it needs better ones. The brand focuses on clean, high performance, multi purpose makeup designed to work across all skin types and tones while being simple and intuitive to use.
Launched in 2020, Jones Road has quickly scaled into a major DTC player by leaning into the “no-makeup makeup” movement, emphasizing effortless application, minimal routines, and skincare like formulas. Its curated product lineup and strong founder led brand identity have helped it grow rapidly, surpassing $100M+ in revenue within a few years.
Results
32%
Overall increase to campaign conversion rate
28%
Overall increase to campaign click rate
By improving inbox placement, Jones Road Beauty turned its email channel into a more powerful and reliable revenue driver, ensuring more customers saw, engaged with, and purchased from its campaigns. After implementing the Inbox Placement Optimizer, Jones Road Beauty saw strong uplifts in key email metrics.
Challenge
Even for high growth brands with strong product market fit and loyal audiences, email performance is heavily dependent on inbox placement. Many campaign emails get filtered into the Gmail promotions tab or spam folder, where visibility, open rates, and engagement drop significantly.
For Jones Road Beauty, this meant that product launches, restocks, and campaign messaging were not always reaching their full audience. When emails don’t consistently land in the primary inbox, even the best creative and offers can underperform, limiting clicks, conversions, and revenue.
Solution
To address this challenge, Jones Road Beauty implemented Maverick’s Inbox Placement Optimizer across its campaign emails.
The tool makes it significantly more likely that emails land in the primary inbox of clients like Gmail instead of being filtered into promotions or spam. That means Jones Road’s campaigns are more likely to appear where subscribers actually check their email. More visibility → more opens → more clicks → more revenue.
Implementation was seamless: the integration was quick and simple and once set up the tool would automatically optimize campaigns and flows in the back with no more work required from the customer. No changes were required to copy, creative, or workflow, instantly improving inbox placement and campaign performance.