Jimmy Joy Sees 7x ROI with Klaviyo WhatsApp - Klaviyo UK
2026-03-10 23:33 Diff
https://www.klaviyo.com/uk/customers/case-studies/jimmy-joy

30%

of Klaviyo attributed revenue from WhatsApp within early-access BFCM campaign

23%

YoY growth of Klaviyo attributed revenue over last 12 months

82x

Klaviyo ROI over last 12 months

Jimmy Joy makes plant-based meal replacements for people who want to eat healthily without spending extra time in the kitchen. Since founding in 2014 with simple, nutritionally complete shakes, the brand has grown to offer a variety of ready-to-drink meals, bars, and powders that can be prepared in minutes.

Today, Jimmy Joy serves a community of over 250,000 people across 88 countries, and uses Klaviyo to power their customer data and growth. Just last month, the company reached a major milestone by shipping its 50 millionth meal worldwide.

Learn how Jimmy Joy uses WhatsApp to supplement email and power high-impact customer moments with Klaviyo

Challenge

Jimmy Joy had worked with Klaviyo Elite Partner and CRM agency YOCTO for years to build a high-performing email program in Klaviyo that was the backbone of their marketing strategy.

“YOCTO exceeded our targets every year,” says Otto Mouton, commercial director of Jimmy Joy.

But email inboxes are increasingly crowded. In 2025, with Black Friday around the corner, the team was curious about diversifying their CRM strategy with a newer, mobile-first messaging channel like WhatsApp, their customers’ preferred channel for marketing and service communications.

Yet they struggled to find the right WhatsApp provider for their needs. Options were either too expensive, too limited, or not compatible with strict European privacy requirements.

“When your customers are telling you that their preferred channel is WhatsApp, and you don’t have WhatsApp, that is a problem,” says Mouton.

Solution

When Klaviyo introduced WhatsApp, Jimmy Joy joined immediately, persuaded by Klaviyo’s ease of use and the efficiencies of channel consolidation.

“Within 24 hours, I was on a call discussing the program,” says Mouton. “It finally felt like the right solution.” They activated WhatsApp in late summer 2025 and used Klaviyo pop-ups and dynamic email blocks to begin collecting high-intent subscribers ahead of peak season. Within a few months, they’d built a small but highly engaged list, positioning the channel as an exclusive space for loyal customers.

Jimmy Joy saw WhatsApp as a premium, additive channel that offered a way to reach their most loyal customers with more intimacy and immediacy.

“I really see WhatsApp as that extra personalization layer on top of email,” says Mouton. “You want to be in touch with your most valuable customers, who trust you not to abuse WhatsApp as a spam channel. The reward for that trust is that you give them additional perks.”

When BFCM arrived, Jimmy Joy used WhatsApp and email together to deliver a unified, omnichannel experience: email drove broad awareness, while WhatsApp delivered early access and time-sensitive offers to customers most likely to act quickly.

The impact was immediate. Their Black Friday WhatsApp CTRs exceeded 22%, while they regularly see open rates between 60% and 90%. In a single WhatsApp BFCM campaign, they achieved a 78x ROI, underscoring the power of the channel when used for early access and exclusive offers.

“When used correctly, WhatsApp amplifies exclusivity better than any other channel. That sense of ‘early access’ and privilege is one of the strongest conversion drivers we see—and WhatsApp delivers it at scale without losing intimacy,” explains Bobi Jonceski, Senior Lifecycle Strategy Consultant, YOCTO.

Overall, WhatsApp drove nearly 30% of Jimmy Joy’s Klaviyo-attributed revenue during their Black Friday early-access campaign, even though it reached less than 5% of their total marketing list. 

Strategy

With WhatsApp and email consolidated in Klaviyo and data unified across channels, Jimmy Joy has been able to grow their WhatsApp channel strategically from day one. Their approach focuses on:

  • Growing a high-intent WhatsApp list: Using targeted popups, Jimmy Joy collects WhatsApp consent from existing email subscribers who haven’t yet signed up. They also use dynamic email blocks within their email campaigns to target WhatsApp sign-up CTAs, positioning it as a premium channel with early access and exclusive perks. Next, they’ll add WhatsApp consent collection to their primary on-site pop-ups and their checkout experience.
  • Rewarding WhatsApp subscribers during high-volume moments: For Black Friday, Jimmy Joy offered WhatsApp subscribers an exclusive 30% discount offer, and excluded them from email sends highlighting a smaller, 25% discount offer with Klaviyo segmentation. The WhatsApp campaign performed disproportionately well, and drove nearly half the revenue of email under the same attribution window—despite a much smaller subscriber list.
  • Building cross-channel automations across key journeys: Jimmy Joy is adding WhatsApp alongside email in their welcome flow and abandonment flows, ensuring timely, channel-appropriate touchpoints as customers move through their purchase journey.

Using Klaviyo, the team now orchestrates email and WhatsApp in concert, saving WhatsApp for the moments that matter most: early access, product drops, and seasonal campaigns. WhatsApp has already proven its marketing value, and Jimmy Joy sees it becoming a service channel too, to reduce email tickets and live chat volume.

“WhatsApp adds this depth and immediacy that email simply can’t replicate. For our most valuable customers, WhatsApp is a game-changer.”