Makeup & Skincare Case Study

An up-and-coming Korean-inspired beauty (aka K-beauty) brand offering a range of cosmetics and skincare products. (Brand name withheld.)

This K-beauty brand was struggling to reach their ideal customer due to repeatedly sending ‘batch-and-blast’ emails with no segmentation or personalization, which in turn caused low open rates and low campaign performance. The brand also struggled with a lack of email opt-ins and low overall list growth. 

Amanda's strategic approach revitalized the customer lifecycle understanding, strategy, and results for this emerging K-beauty brand facing critical challenges.

• By devising a comprehensive segmentation strategy grounded in customer behaviors and interests, Amanda ensured customers were receiving highly-targeted campaigns that were relevant to each customer.  
• Amanda consulted on multiple pop-up integrations and as a result, optimized opt-in opportunities to address the low email opt-in rate.  
• A comprehensive Competitive Analysis resulted in actionable insights
• An in-depth subject line analysis led to a robust A/B testing program to find the best ways for this K-beauty brand's customers to open emails.  
• Amanda also implemented dynamic product recommendations, delivering relevant and personalized 1-1 experiences to customers.
• Data-driven flow optimizations aligned with best-practices which further elevated campaign performance and customer engagement.  

This holistic transformation rejuvenated the brand's engagement, rectifying past issues of generic outreach and fostering substantial program engagement growth. 

• Open rates nearly doubled, showing enhanced resonance of our targeted A/B testing approach and segmented audiences.  
• This, in turn, facilitated a remarkable surge in monthly revenue of ~60%.  
• The Average Order Value (AOV) recorded an impressive growth of 23%.  
• The overall Conversion Rate (CVR) showed a notable increase of 12%, indicating a heightened efficacy in converting prospects to customers.  
• The success of these initiatives is further underscored by a staggering 61% expansion in the email list size within a single month, a testament to Amanda's strategy to make opt-in easy and appealing to customers and potential customers. 

All of these above results demonstrate the effectiveness of the segmented and personalized strategies Amanda implemented, A/B testing results, and program optimizations.