We generated up to $38 per recipient for a Skincare & Beauty Retailer
KEY RESULTS
6X
Higher performance than peers
40%
Monthly sales generated by Klaviyo
8%
Avg. Popup opt-in rate
About the brand
Derma Beauty is a renowned skincare retailer based in Los Angeles, specializing in top-tier, scientifically-supported skincare products. They are exclusive sellers of the prestigious 'Skin Better Science' brand online and have earned fame throughout Orange County due to their extensive list of celebrity clients.
The challenges
- Broken Integration: The connection between Klaviyo and Shopify was faulty, leading to significant operational challenges.
- Inactive Welcome Series: The welcome series was broken and not working, failing to generate any revenue for more than a year.
- Lack of Popups: Without popups, there was no effective method to expand their customer list.
- Outdated Email Designs: The email designs were outdated and did not reflect the brand’s premium image.
- Deliverability Issues: Email campaigns were sent to the entire list, resulting in high spam complaints and unsubscribe rates.
What we did
Deliverability & Klaviyo
- We established a dedicated sending domain and updated domain records to enhance deliverability, ensuring compliance with Google’s latest policies.
- We corrected the Shopify integration, enabling seamless data transfer between the platforms.
Popup
- We introduced a compelling offer within the welcome series to boost conversions.
- For mobile users, we designed a custom popup that activates when a visitor is likely to exit, helping convert them into subscribers.
- On desktop, we employed Klaviyo’s exit-intent technology to display the popup, enhancing subscription rates.
- Our popups achieve a 7-10% conversion rate from non-buyers, surpassing the industry average of less than 3%.
Welcome Series
- We overhauled the welcome series, aligning the copy and design with the brand's premium status, and enhancing conversion rates.
- The series consists of four emails that detail the brand and gently remind subscribers of their initial offer.
- Given the brand’s premium nature, we avoided using sales urgency or scarcity tactics.
- This series generates over 13% of the monthly sales on autopilot.
Abandon Checkout
- We optimized the abandon checkout flow, improving both conversions and design.
- This flow now generates $30-37 per recipient, significantly outperforming industry benchmarks.
- It successfully recovers 13-18% of all abandoned carts and is the best performing flow for Derma Beauty.
BFCM Strategy
- It’s always a privilege to manage BFCM campaigns for our client.
- We crafted multiple campaigns to generate excitement around the BFCM sales. We opted to start BFCM offers early and adjusted based on the early data that was generated.
- The focus was on highlighting best-selling brands that are well-loved by consumers.
Results
- Derma Beauty now secures over 40% of its monthly revenue from Klaviyo, with half of this revenue coming from repeat orders, enhancing profitability and customer lifetime value (LTV).
- The abandoned checkout flow is particularly effective, generating $33-38 per recipient and standing as the top-performing flow.
- Our overall strategy performs 6X better than the average for ecommerce skincare and beauty brands, according to Klaviyo’s benchmarks.
- Derma Beauty efficiently generates revenue on autopilot through these flows, fostering a stable base of repeat customers and maximizing profitability.
