Every Man Jack makes 12.4% of Klaviyo revenue with AI-powered predictive analytics
Every Man Jack makes personal care products for men’s hair, skin, and beards, in nature-inspired scents like sandalwood and sea salt. The brand began in California’s Marin County, a hub for clean, outdoorsy living—and it shows in their products, made with natural ingredients and packaged in 50% recycled plastic.
In the 15+ years since Every Man Jack started, it’s scaled to epic proportions: Today, it brings in $100M+ in annual revenue via an owned ecommerce store and retail partners like Target and Whole Foods. To drive repeat online sales and burnish the overall brand, the team turns to Klaviyo.
Learn how Klaviyo became a non-negotiable with its AI and 300+ pre-built integrations
When Troy Petrunoff joined Every Man Jack as senior retention marketing manager, the brand used an AI-powered platform for email.
But it was more like the tool did their email marketing…without them. “It felt like we didn’t have control,” Petrunoff says.
For example: The platform had a flow encouraging customers to reorder, and it sent after 45 days without a purchase—even though Every Man Jack’s customers typically run out after 75 days.
The timeline wasn’t customizable.
Plus, automated email sequences were hard to build. A/B testing was opaque and confusing. The brand needed a more empowering, flexible software.
Petrunoff had already switched a previous employer to Klaviyo, and he convinced Every Man Jack to do the same.
Klaviyo gave them more control, especially over AI usage.
Klaviyo’s AI-powered predictive analytics generate personalized predictions about each Every Man Jack subscriber.
So he can set his reorder flow send on—or slightly before, or after—each customer’s unique predicted next order date.
And Petrunoff can evaluate the impact of Klaviyo’s AI with more granular data—on which customers got which version of an A/B test, or how much revenue an AI-based segment generated.
When he sends a campaign to a segment of subscribers with high predicted lifetime value, for example, they make the most purchases, he says.
“I trust and value Klaviyo AI because it saves me time, it helps me leverage our customer data to personalize our email timing and strategies, and most importantly, I maintain complete control over how and when it’s used,” Petrunoff says.
Today, Petrunoff is leaning on Klaviyo’s AI and ecosystem of integrations to create a hyper-personalized experience for DTC shoppers.
The goal: to differentiate Every Man’s Jack Shopify storefront from the big-box retailers that carry their product.
Key tactics he’s using include:
- AI-powered re-stock reminders: Soon, they’ll start sending those reminders in a Klaviyo flow (complete with links to a pre-filled Rebuy cart), triggered by the customer’s predicted next order date.
- Quiz-based personalization: Every Man Jack’s scent recommendation quiz collects first-party data and saves it to respondents’ Klaviyo profiles via the Digioh integration, so the team can segment by preference.
- Branded, Klaviyo-powered order updates: Every Man Jack sends order updates through Klaviyo, using the Wonderment integration. The high click rate on these ultra-relevant emails boosts the brand’s overall sender reputation—unlike Shopify order updates.
“Klaviyo’s integrations and AI allow me to weave a very intricate web,” says Petrunoff. “I’ve switched two companies to Klaviyo, and I’m at the point where Klaviyo is a requirement for me if I were to move companies again.”