Transforming Email Marketing for a Skincare Brand

How refreshed messaging turned bland emails into a powerful revenue driver.

The Transformation

We gave their key email flows a complete overhaul, from design to messaging, ensuring every touchpoint aligned with their brand’s tone and resonated with their audience. The result? A shift from sales-heavy language to nurturing communication that felt helpful and customer-focused.

• Before:
  Abandoned cart, browse, welcome, and replenishment emails were generic, impersonal, and underperforming.

• After:
  A fresh, customer-centric approach brought the brand’s personality to life. For example:

  • Replenishment email: Changed from a dry "Time to top-up your favourites?" to the inviting "Time to replenish your skincare?"

  • Abandoned cart/browse emails: Redesigned with help from Willow and Blake to feel visually engaging and compelling.

“Revenue from abandoned cart and browse emails jumped by an impressive 35% in just two weeks.”

The Challenge

When it comes to skincare, every interaction counts. This brand's email marketing was functional but uninspiring, a missed opportunity to connect with customers. They needed personal and engaging messaging, moving away from the cookie-cutter approach.

“With a refreshed approach, welcome emails drove a 20% revenue increase in just 14 days.”

The Results

By leveraging Klaviyo flows with optimised triggers, time delays, and dynamic content, we delivered measurable results that redefined success for this brand:

• Welcome Emails:

  • Revenue increased by 20% in just 2 weeks.

  • A warm, nurturing tone encouraged immediate engagement and purchase using a welcome code.

• Abandoned Cart/Browse Emails:

  • Revenue soared by 35% within 2 weeks.

  • Timely reminders brought back hesitant shoppers without feeling nagging.

• Open Rates:

  • Average open rate reached an impressive 60%, an 8% increase over the previous flows.

• Click-Through Rate (CTR):

  • CTR improved by 10%, a 20% boost compared to the old emails.

“The average open rate climbed to 60%, with click-through rates seeing a 20% boost.”

Key Takeaways

1. Personalised Messaging Wins
   Turning sales pitches into helpful nudges transformed customer perceptions and drove action.

2. Timing is Everything
   Strategically timed emails—sent when customers were most likely to engage—were pivotal in improving performance.

3. Strong First Impressions Matter
   A welcoming, nurturing tone in the first email sets the stage for long-term loyalty.