The Modern Letter
E-COMMERCE BRAND - HAIRCARE
Structuring and optimizing the email strategy for a haircare brand
An e-commerce brand specializing in hair care, with an existing contact base and email activity already in place, but without a real strategic structure.
The goal was to transform Klaviyo into a sustainable performance driver, capable of supporting customers before, during, and after purchase, while reinforcing the brand's credibility in its hair expertise.
Mission accomplished
1. Structuring CRM flows
- Welcome flow: Onboarding sequence designed to introduce the brand's universe, its commitments, and its key products.
- Abandoned cart and checkout flow: Progressive reminders combining reassurance, product education, and benefit reminders.
- Post-purchase flow: Emails focused on usage tips, hair routines, and complementary product recommendations.
- Re-engagement flow: Journey dedicated to inactive customers to rekindle interest without sales pressure.
2. Audience Segmentation
- Creation of strategic segments (engaged customers, inactive customers, VIPs, active visitors).
- Implementation of suppression segments to improve deliverability and optimize Klaviyo costs.
- Database cleanup to focus mailings on genuinely active profiles.
3. Pop-up and lead capture
- Creation of distinct mobile and desktop pop-ups, adapted to usage and brand design.
- Implementation of A/B tests to optimize completion rates.
- Direct integration with the welcome flow.
Results obtained in 120 days
Approximately €178,000 in total revenue
Approximately €111,000 in revenue attributed to email marketing, representing over 60% of total revenue
+177% growth in email revenue compared to the previous period
Automated flows account for nearly 70% of email revenue, confirming the robustness of the implemented structure
This mission made it possible to lay a healthy, structured, and scalable CRM foundation, aligned with the challenges of a haircare brand: education, trust, and recurrence.
The strategy is now ready to be enhanced with regular campaigns, continuous optimizations, and seasonal activations.
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