Audrey implemented a comprehensive email strategy for Beauty by Imagination’s (BBI) brands – Wet Brush, Bio Ionic, and Ouidad – during Black Friday Cyber Monday (BFCM) 2023 to maximize engagement and conversions while maintaining strong email deliverability.
41%
of total revenue in November attributable to email marketing across all three brands.
36%
average decrease in unsubscribe rate compared to BFCM 2022.
87%
increase in Ouidad’s email revenue compared to BFCM 2022.
Need to Know
- BBI partnered with Audrey in 2023 to develop a holistic lifecycle marketing strategy involving content planning and strategic execution of monthly email campaigns and automations.
- Klaviyo’s advanced email segmentation functionality allowed our team to use real-time data to target, personalize, and more effectively measure performance.
Client
Beauty by Imagination (BBI) is a leading global haircare company offering a range of hair care products, accessories, and styling tools for everyday consumers and salon professionals with a portfolio of popular brands like Wet Brush, Ouidad, and Bio Ionic.
Brief
After a successful 2022, BBI aimed to surpass their previous Black Friday and Cyber Monday performance. Audrey made this goal a reality by tactically increasing sending volumes, refining email content, optimizing email designs for conversions, and targeting specific customer segments. With this strategy, all three brands maintained healthy engagement and deliverability metrics while surpassing revenue goals.
Strategy
Ramping Up
Throughout Q3, Audrey started gradually expanding segmentation by using engaged segments while layering in tactical behavioural segments to ramp up sending volume. To protect your sender reputation and ensure emails land in inboxes, this steady approach to segmentation is vital for BFCM success.
Segmentation
Audrey devised a refined segmentation strategy for all three brands. This strategy entailed three full-list sends for each brand, followed by targeted resends based on behavioural criteria such as frequency and recency of purchases, average order value (AOV), engagement, and on-site activity to focus on the highest overall shopper intent. Furthermore, the team leveraged tactical customer segments to offset lower engagement from full-list sends, personalize communications, and gain deeper insights into BBI’s diverse audiences.
These segments included:
- VIP subscribers who purchase frequently, recently, and at a high monetary value.
- Subscribers with the potential to become VIPs, as they have made high-value purchases recently but at a lower frequency.
- Loyal customers who purchase frequently and recently, but with a lower AOV than VIPs.
- Customers who have yet to convert but have recently engaged and are waiting for a compelling offer.
- Customers who have recently engaged with email but have not converted.
These segments demonstrated high engagement rates across all three brands, surpassing industry averages for both open and click rates. This approach enabled Audrey to engage with a broader audience while strategically segmenting them, resulting in a year-over-year (YoY) increase in revenue while maintaining healthy engagement and deliverability metrics
Content & Design
Audrey adopted a cohesive email theme while employing distinct designs for each campaign during the BFCM 2023 period. This approach involved varying copy, products, and hero images across campaigns such as pre-Black Friday sales, Cyber Week sales, early access VIP messages, and the main Black Friday and Cyber Monday events. The team strategically integrated creative elements such as countdown timers, promotional banners, and messaging emphasizing exclusivity and limited-time offers to instill a sense of urgency and prompt customers to convert.
Results
Wet Brush:
- 829% YoY growth in campaign revenue for November.
- 740% YoY growth in email revenue during BFCM 2023.
- 86% decrease in unsubscribe rates from BFCM 2022.
Ouidad:
- 6% YoY growth in campaign revenue for November.
- 87% YoY growth in email revenue during BFCM 2023.
- 62% of total revenue from email for November.
Bio Ionic:
- 18.4% YoY growth in campaign revenue for November.
- Campaigns hit a new all-time high in revenue for the month.
- 36% decrease in unsubscribe rate from BFCM 2022.