Case Study: Skincare Brand
When it comes to skincare, timing and connection are everything. Recently, I had the chance to revamp email flows for a skincare brand that needed to move away from bland, cookie-cutter messaging. For more details on this case study, contact me and we can discuss.
The existing emails were, well, functional but missing that spark. They needed to be more engaging and aligned with the brand’s tone—something that feels personal, not pushy.
The Old.
The New.
We gave the abandoned cart, abandoned browse, welcome, and replenishment emails a full makeover. With a little help from Willow and Blake, the abandoned cart and browse emails got a fresh new design that’s anything but bland.
For example, the replenishment email went from “Time to top-up your favourites?” to the more inviting “Time to replenish your skincare?”—turning a sales pitch into a helpful nudge.
The Results.
Timing was key. Abandoned cart and browse emails were sent promptly, followed by a gentle reminder that didn’t feel nagging. The welcome email was all about making a great first impression, landing in the inbox right after sign-up with a warm and nurturing tone. And for the replenishment emails, I made sure they hit just when customers were likely running low, making reordering effortless.
I set up the Klaviyo flow, integrating all the triggers, time delays, and dynamic content needed to bring customers back. The abandoned cart and browse emails retargeted customers to revisit and add to their cart or complete their purchase, while the welcome email encouraged them to use their welcome code to make that first purchase. This approach led to some impressive results:
Welcome Emails: Revenue increased by +20% in just 2 weeks.
Abandoned Cart/Browse Emails: Revenue jumped by +35% in 2 weeks.
Open Rates: Average open rate hit 60%, with an +8% increase in 2 weeks.
Click-Through Rate: CTR saw a boost of 10%, up by 20% compared to the old flows.
