Case Study: CRM Email Marketing Strategy Shift

In an increasingly competitive market, maintaining customer engagement and driving conversions are critical challenges for any brand. While our initial email and SMS strategy successfully built awareness and expanded our customer base, we faced difficulties in translating that awareness into tangible actions such as clicks and purchases. Recognizing the need for a more effective approach, we shifted our strategy to focus on personalization and community-building.

— Strategy Development

Despite achieving high open rates, our emails were not driving the desired actions. The disconnect between brand awareness and customer engagement suggested that our messaging and content might not be resonating effectively with our audience. We needed to rethink our approach to turn awareness into meaningful interactions and sales.

To address this issue we developed a new strategy focused on:

1. Personalization: We leveraged customer data to create highly segmented email lists based on factors such as location, past buying patterns, and skincare preferences. This allowed us to tailor our messaging to the specific needs and interests of each segment.

2. Community-Focused Content: Recognizing the importance of fostering a sense of belonging, we shifted our content to be more community-oriented, aiming to build stronger connections between our brand and our customers.

3. Enhanced Visuals and Multiple CTAs: We incorporated more dynamic visuals in our emails, adding movement to catch the eye and make the content more engaging. Additionally, we strategically placed multiple CTAs throughout the emails to increase the likelihood of clicks.

We continued to use Klaviyo as our platform for executing email campaigns. The implementation process involved:

• Segmentation and Personalization: By utilizing customer data, we created targeted segments that received personalized content based on their specific behaviors and preferences.

• A/B Testing: We conducted extensive A/B testing on various elements, including subject lines, preview text, content copy, and visuals, to identify the most effective approaches for each segment.

• Dynamic Visuals and Strategic CTAs: We introduced animated visuals and multiple, strategically placed CTAs within the emails to capture attention and encourage more interactions.

— Implementation

As part of the new strategy, we introduced several creative and engaging content formats to enhance the effectiveness of our email and SMS campaigns:

• Art Series: We launched a series of emails featuring memes of old classical art pieces paired with humorous and mysterious CTAs. This not only entertained our audience but also significantly improved click rates by sparking curiosity.

• Addressing FAQs: We created a series of informative emails that addressed common customer questions, such as “How long should my routine be?” and “What is glycerin?”. This content helped educate our audience while subtly promoting our products.

• Segmented Time-Sensitive Promotions: We sent out segmented, time-sensitive promotions to create a sense of urgency among different customer segments. These promotions were tailored to specific audience needs and preferences, effectively driving immediate action and boosting conversion rates.