The Modern Letter
SHOPIFY E-COMMERCE BRAND – PREMIUM SKINCARE
Structuring a Klaviyo strategy
This is an e-commerce brand specializing in cosmetics and skincare, offering products with a strong advisory dimension (diagnostics, routines, layering).
The brand already had a significant volume of business, but email marketing was not yet structured as a true customer relationship and loyalty tool.
Customer journeys partially existed, without a global logic, with little use of behavioral data and specific beauty diagnostic information.
The mission's objective was to structure a complete CRM ecosystem, consistent with the skincare universe, and capable of supporting the customer throughout their entire life cycle.
Objectives
- Ensure the reliability of the Klaviyo infrastructure and its Shopify integration
- Structure automated journeys aligned with the skincare experience
- Leverage data from diagnostics and customer behavior
- Strengthen long-term loyalty and customer value
- Lay a scalable and evolving CRM foundation
Mission accomplished
1. Technical configuration and optimization
The mission began with a comprehensive audit of the existing Klaviyo setup, followed by fundamental work on the infrastructure:
- Deliverability settings optimization
- Precise trigger and condition configuration
- Implementation of advanced tracking for reliable performance monitoring
- Testing and validation of all journeys before going live
- Full integration with Shopify and data synchronization
The objective was to achieve a stable technical foundation, capable of supporting complex and personalized journeys.
2. Flow Structuring
- Welcome Flow: A 3-email welcome sequence to establish the brand universe, explain the product approach, and initiate the relationship. (Segmentation based on the type of product sought)
- Post-purchase: 2 emails focused on support, usage tips, and personalized recommendations.
- Reactivation of dormant customers: Two distinct paths depending on the level of inactivity (60–120 days and +120 days), with a progressive and non-promotional approach.
- Post-diagnostic / multi-product order flow: Triggered after a diagnostic followed by an order of at least two products. A 2-email sequence dedicated to supporting the routine and the consistency of recommendations.
- Abandoned cart flow: 2 to 3 follow-up emails, combining product education and reassurance.
- Loyalty Program (Glow Rewards): A 5-email journey structuring the program's main actions and valuing engagement beyond purchase.
3. Pop-up setup
The pop-up was designed as a high-quality CRM entry point:
- Design aligned with the brand's premium identity
- Email capture form
- Integration of a date of birth field
- Precise configuration of display rules (timing, pages, devices)
- Tests on desktop and mobile
4. Advanced audience segmentation
The CRM strategy is based on granular segmentation, directly actionable in flows:
- POS vs Shopify customer segmentation
- Segmentation by beauty diagnosis and skin profile
- Identification and specific treatment of dormant customers
- Behavioral and customer value segmentation
- Dynamic rules allowing continuous updating of segments
This approach makes it possible to adapt messages to the maturity level and real needs of each customer.
5. Skincare-focused writing
The writing was designed as an extension of the product experience:
- Content focused on cosmetics and skincare
- Integration of routine and layering concepts
- Educational approach to active ingredients, formulas, and uses
- Tone adapted to a premium audience, focused on expertise
- Subject lines optimized for open rates
- Call-to-actions consistent with the customer journey
6. Design and Technical Integration
- Creation of templates respecting brand identity
- Responsive mobile and desktop design
- Integration of product and lifestyle visuals
- Dynamic variables (first name, viewed products, history)
- Code optimization to ensure optimal deliverability
Results obtained in 90 days
- Approximately €127,000 in total revenue
- Approximately €5,400 in revenue attributed to email marketing
- 61% growth in email revenue compared to the previous period
These results above all validate the robustness of the structure put in place: a functional, segmented CRM base ready to be activated more broadly over time.
This mission illustrates the importance of adapting email strategy to the skincare industry.
Beyond conversion, email becomes a tool for support, education, and loyalty, integrated into the overall customer journey.
The brand now has a structured, customizable, and scalable CRM database, designed to strengthen customer relationships and maximize long-term value.
DON'T HAVE A KLAVIYO ACCOUNT?
Create yours in minutes!
