About The Client

Our client was an established brand in the beauty and skincare industry. They offer a highly curated catalog of the best physician-recommended, premium skincare and beauty products. They came to us already using Klaviyo for their flows and campaigns, but with an understanding that they felt they should be getting more out of their email marketing efforts and wanted to increase their email revenue.

Marketing Review & Analysis

We first started with an extensive audit of their entire email marketing strategy, from email collection and sign-ups, to flow and campaign cadence, to segmentation of their existing list, and finally to their overall email design. After our analysis, we designed a 90-day plan of areas we wanted to focus on with their email marketing and after presenting the strategy to our client, we got to work.

Our Strategy

Our first area of focus was on a complete overhaul of their foundational flows (Welcome, Abandoned Checkout, Browse Abandonment, Add To Cart, and Post Purchase). We did a full redesign on all emails starting with building a new template that matched the look and feel of their website and social platforms. We then updated the messaging in those emails to “remove the fluff” and really take into account the customer journey. We then focused on their email capture and sign up forms on their website. They were getting substantial traffic but (in our eyes) were missing opportunities to grow their list at a higher rate. We did a complete overhaul on all of their existing sign up forms and added a couple more in the process. We, once again, wanted to focus on capturing users while also considering the shopping experience and to not interfere with that process. Finally, we started on an overhaul of their campaigns and campaign calendar. By creating a working calendar, we were able to get ahead of schedule and put more time into thinking outside of the box and ensuring that customers were getting contacted in a way that made sense and with relevant content. We also tested a lot during this entire process. We tested things such as:

• Short-form content vs. long form
• Heavily designed emails vs. simple emails
• The number of emails we sent per week
• What types of email – general emails vs product or brand-specific

We have since gotten into a great groove with this brand where we have an extremely healthy list and are staying top of mind in the very competitive beauty and skincare niche.

Problem 1

In 2021, this particular client had a primary goal of driving leads for software (CRM) consultancy services and a secondary goal of reselling a SaaS product. When we onboarded the client, there was a problem with the integration from Google ads to the CRM they were using to organize leads that came in through the website. Mainly, they were unable to identify the campaign, ad group, keyword, and ad ID that a lead derived from. Through one month of testing, we fixed the integration issue and were now able to see where quality leads were derived and distinguish organic leads from paid leads in their CRM. Of course, this was instrumental in campaign optimizations throughout 2021 and into 2022.

Problem 2

In 2021, This ad account had little ad history to base future decisions on. Further, as you read in “The First Problem,” There was no general understanding of lead quality, so in effect, there was no base-level optimization. We tested 2 Search campaigns, with 3 very specific ad groups, with very specific keywords based on each ad group. Our goal was to quickly get rid of as many negative keywords as we could. To do this, we spend 3X the monthly ad budget in the first 3 months. This allowed us to 1) get rid of wasteful keywords & 2) begin to understand where quality leads came from (campaign and ad group primarily). These first 3 months resulted in learnings to focus spend in the right places. The subsequent 6 months resulted in turning lesser performing ad groups. The final 3 months were spent optimizing for adequate cost per acquisition bids and monitoring performance.

We believe this dedication over the first 6 months of inheriting this ad account was pivotal to leading us in a profitable direction in 2021 and even better results in 2022. The most notable result was the increase in Google ads LTV in 2022 compared to 2021. Further, our first year’s optimizations propelled us in 2022 to yield a significantly higher number of sales-qualified leads. That number was improved by 41%

Challenege:

Brand launch for a brand new to the industry.

Strategy:

• Relevant content
• High-quality links
• On-page optimization for high-quality keywords
• Competitor research & keyword research to identify areas to dominate