How Twillory Increased Revenue by 35% in 24 Hours With Smarter Lead Quality

For most ecommerce brands, growing an email list isn’t the challenge. Getting the right contacts into it is. You might be adding hundreds of subscribers every month, but if they’re low-intent or unengaged, your flows underperform, unsubscribes rise, and ROI stalls.

That’s exactly where Twillory found themselves. The premium menswear brand was already using Tie to capture new subscribers and fuel their Klaviyo flows. List growth looked good on paper, but the team wanted higher-quality leads who would engage and convert faster.

When Tie rolled out its AI-powered ID Graph update, Twillory didn’t change a single email flow. Yet within 24 hours, they saw results that proved quality beats quantity:

• 35% more revenue per new shopper
• 22% lower unsubscribe rate
• 27% drop in spam complaints

"Tie's AI update transformed our lead quality overnight. Within 24 hours, we saw 35% more revenue per shopper added to Klaviyo and 22% lower unsubscribe rates—all without changing a single email flow."

About the brand

Twillory is a premium men’s apparel brand best known for its performance dress shirts and professional wear. The company combines modern fits with traditional craftsmanship, serving professionals who want style, comfort, and function in their everyday wardrobe.

Challenges: Maximizing ROI from existing lead volume

Twillory had no trouble growing its email list. Using Tie, the brand was already adding hundreds of new subscribers to Klaviyo every month, fueling automated flows like welcomes, abandoned carts, and post-purchase sequences.

But volume alone wasn’t enough. The team noticed clear gaps:

• Inconsistent lead quality: Some subscribers engaged right away, while others never opened a single email.
• Manual fixes fell short: Efforts like segmentation, behavior scoring, and suppression rules helped, but couldn’t consistently separate high-intent shoppers from passive signups.
• ROI was capped: Even with strong traffic and list growth, overall revenue per subscriber wasn’t climbing as fast as it could.

"Tie was already performing well for us. We were seeing good growth in our email list and solid results overall. But we're always looking to optimize, and we knew there was room to improve the quality of leads to get even better engagement from our email campaigns."

As experienced marketers, Twillory knew the answer wasn’t to get more leads. It was to get better leads into their flows from the start.

“We were happy with Tie’s performance, but as marketers, we’re always thinking about how to squeeze more value out of what we’re already doing. If we could get a higher percentage of subscribers who were ready to engage immediately, it would make our entire email program more efficient.”

The need was clear: turn strong lead volume into efficient, revenue-driving engagement without adding more traffic or ad spend.

Solution: Turning lead volume into quality revenue without losing growth

Twillory didn’t need more leads. They needed better ones. The brand had already maxed out manual fixes like segmentation and scoring, but those only worked after subscribers entered Klaviyo. 

The real win came when Tie’s AI ID Graph update improved lead quality at the source. Here’s how they set it up:

Seamless upgrade, no workflow changes

The update was deployed automatically to Twillory’s existing Tie account. Without touching a single email flow, Twillory started receiving higher-quality subscribers in Klaviyo overnight.

“The update happened seamlessly in the background. We didn’t have to change anything on our end. Suddenly, Tie was just sending us higher-quality leads who were much more likely to engage.”

Prioritized high-intent visitors in real time

The AI re-ranked site traffic, filtering for shoppers who showed strong purchase signals: repeat visits, cross-device activity, and deeper browsing sessions. These shoppers were routed into Klaviyo immediately, feeding existing welcome, browse abandonment, and cart recovery flows.

Synced engagement across devices and sessions

The update stitched together fragmented browsing journeys. A visitor who browsed on mobile, then returned on desktop, was now recognized as the same user. Instead of being treated like a new lead, they entered the right email sequence at the right stage of their journey.

Preserved list quality with engagement-first logic

Twillory’s email list stayed clean because only subscribers showing intent were enrolled in flows. Passive visitors weren’t clogging the funnel, which reduced unsubscribes and spam complaints across the board.

"The beauty was that we kept the volume but dramatically improved the quality. Our email metrics across the board got better because we were reaching people who actually wanted to hear from us."

Results: 35% more revenue and 27% lower spam rate

By improving how new subscribers were identified before they entered Klaviyo, Twillory’s existing welcome, browse abandonment, and cart recovery flows immediately became more efficient. Every subscriber added after the update showed stronger intent and was less likely to churn.

At the same time, email list quality improved downstream. Higher-intent subscribers meant lower unsubscribe rates, fewer spam complaints, and stronger engagement across the board.

Here’s what the results looked like:

• 35% lift in revenue per new shopper within 24 hours
• 22% drop in unsubscribe rate, improving list retention
• 27% fewer spam complaints, protecting deliverability at scale

“Not only were we generating more revenue per new subscriber, but the quality indicators—lower unsubscribes and spam complaints—proved we were finally reaching people who genuinely wanted to hear from us.”

The outcome validated Twillory’s strategy: their flows and content were already strong. With higher-quality subscribers entering the funnel, the entire email program began driving more revenue, without any extra creative, spend, or manual work.

Ready to turn anonymous shoppers into revenue?

Twillory’s results show that the issue isn’t always traffic volume. It’s lead quality. By upgrading how new visitors are identified and prioritized, the brand drove 35% more revenue in just 24 hours, while lowering churn and improving engagement across every email flow.

If your list growth looks strong but conversions aren’t keeping up, the fix isn’t more ads or more traffic. It’s better identity data.

Tie helps ecommerce brands capture high-intent shoppers, feed them into existing Klaviyo flows, and generate more revenue from the audience you already have.

Book a demo and see how smarter lead identification can drive measurable ROI for your brand.