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+30% revenue uplift through email: Adina Eden's success story with Mavlers

Industry: Sports
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Adina Eden Butterfly

About Adina Eden

Adina Eden is a jewelry brand founded by Adina Eden, renowned for creating playful, youthful, and trendsetting jewelry for modern women that encourages self-expression and confidence. The store has operated as a family-run enterprise since its founding in 2015.

The need for a central platform strong enough to hold all event operations

Adina, a fast-growing fine jewellery brand on Shopify, approached us at a pivotal stage. Their email program on Listrak had stalled with poor inboxing and falling revenue. Since SMS was thriving on Attentive, they chose to migrate email there for a unified cross-channel strategy. The challenge: their domain and IP carried a "bad" reputation in Gmail Postmaster Tools. With Gmail as their primary customer base, most campaigns were hitting spam, blocking access to their biggest revenue channel.

Platform challenges visualizationPlatform challenges visualization

The situation required urgent attention, with multiple high-stakes challenges:

Platform challenges visualization

Severe deliverability issues

Gmail spam filtering blocked reach to core customers.

Platform challenges visualization

Bad reputation signals

Both IP and domain reputation flagged as "bad."

Platform challenges visualization

Risky platform migration

Transitioning from Listrak to Attentive could either accelerate recovery—or worsen deliverability if mishandled.

Platform challenges visualization

Revenue drop

Email revenue contribution had sharply declined due to spam placement.

Platform challenges visualization

No lifecycle flows

The program lacked segmentation, customer journeys, or lifecycle-driven communications.

How Mavlers helped: Dual-track optimization,
flow redesign, UX overhaul

First, we designed a dual-track strategy to address deliverability recovery and ESP migration simultaneously:

01.

Structured ESP migration

We approached the migration with a methodical, step-by-step plan to ensure a smooth transition and minimize risk to email performance:

  • List circleExecuted a phased migration from Listrak to Attentive.
  • List circlePrioritized list hygiene and suppression of unengaged users.
  • List circleImplemented stepwise volume ramp-up to avoid deliverability spikes.
  • List circleAligned SPF, DKIM, and DMARC authentication records with the new sending domain for compliance and protection.
Migration process visualization
Deliverability recovery process
02.

Deliverability recovery

Restoring inbox placement required a focused, strategic approach that prioritized long-term reputation and sustainable engagement:

  • List circle Paused Gmail sends initially, focusing on non-Gmail providers to build safe engagement signals.
  • List circle Gradual Gmail warm-up, starting with highly engaged, opt-in users.
  • List circle Prioritized high-value, active subscribers during reintroduction.
  • List circle Tracked progress with Gmail Postmaster Tools and Attentive's reporting for agile adjustments.
03.

Flow structure redesigned

With the migration complete, we re-architected the automation framework in Attentive to ensure lifecycle engagement and revenue recovery:

  • List circleEssential flows: Welcome Series, Cart Abandonment, Browse Abandonment, Post-Purchase, Winback.
  • List circleRevenue-leverage journeys: High-value offers around peak sales periods (Black Friday, Cyber Monday) and loyalty triggers.
  • List circleCross-channel sync: Integrated SMS and email journeys for consistency and better customer experience.

This layered automation approach rebuilt engagement and positioned email as a reliable revenue driver once inbox placement improved.

Flow structure redesign process
UX overhaul process
04.

Context & UX overhaul

Deliverability repair also required strengthening customer trust and email UX:

  • List circle Sender identity refresh: Consistent from-name, branded sending domain, recognizable subject lines.
  • List circle Template optimization: Mobile-first designs with elegant, jewelry-focused visuals.
  • List circle Trust signals: Cleaner preheaders, reduced spammy punctuation, and relevance aligned with customer life events and jewelry purchase triggers.

Results: +30% revenue lift, sender reputation improved

Within two months, the turnaround was clear:

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Domain & IP reputation improved from bad → good/very good.

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Gmail inbox placement rebounded, restoring access to the brand's largest audience.

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Engagement flows began contributing strongly, driving consistent revenue.

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Email revenue contribution increased by 30%, powered by lifecycle automations and improved deliverability.

Migration is only effective when paired with disciplined reputation ramp-up. For Gmail, that meant pausing and gradually reintroducing traffic to regain inbox placement. With deliverability restored, lifecycle flows sustained engagement, and email quickly reclaimed its role as a major revenue driver—amplified by cross-channel synergy.


We transformed email from a blocked channel into a high-performing revenue engine, delivering sustainable growth and future-ready foundations for this fast-scaling jewellery brand.

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Results visualization
Results visualization

Turn emails into earnings, with Mavlers

Just like we did for this fine jewellery brand, we don't just fix technical issues—we rebuild your program to scale sustainably. From code to strategy, migration to revenue growth, Mavlers works as an extension of your team to deliver results that last.