This Beauty Brand Reached 50% in Revenue Share with a Data-Driven Growth Strategy

Samuel Catbagan at Chronos Agency author profile image
data driven growth strategy chronos featured
data driven growth strategy chronos featured

What exactly does "data-driven growth strategy" mean? 

It's more than just another strategizing method — it's the strategizing method. It's all about listening to your data and orienting your eCommerce marketing plans around that data. Doing so makes for effective, efficient, and profitable marketing strategies that can help grow your brand.

A beauty brand that needed a solid data-driven growth strategy approached us with a problem. Their existing funnel strategies were generating super-low conversions that were crippling their background revenue generation.

3 Reasons for Insufficient Conversions

After doing some digging, we managed to track down the following issues that were contributing to their overarching problem:

1. Too-Basic Email Flows

Their email flows weren't optimized according to available data. Also, the absence of advanced flows meant that they weren't catering to potential customers in varying stages of the customer journey.

2. Revenue Generation Gap Due to Zero Campaign Strategy

Our client wasn't sending out any campaigns. They were only relying on the basic flows they had set up. This alone showed a gap in their potential revenue streams.

3. Lack of Best Segmentation Practices

There were only the basic flows set up and no campaign activity. Our client wasn’t able to utilize the potential growth that can stem from targeting various segments.

So, what did we do to help our client finally break free of low conversions?

adleaks article featured image the data driven growth strategy that helped a beauty brand reach 50 in revenue share

A Data-Driven Growth Strategy Requires a Customer-Focused Approach

A data-driven growth strategy starts with using existing techniques in a more efficient way. It's all about reshaping your existing systems based on audience and targeting data.

Here's a rundown of our growth strategy:

1. Implement and Optimize Advanced Flows

As we mentioned above, basic flows aren't enough to generate business scaling revenue. You'll need advanced flows to cover key points of the customer journey. Here's an overview of our process:

a) Ensure All Touchpoints are Covered by Advanced Flows

We implemented advanced flows that tie into the entire customer journey. This helped put our client's offers in front of a wider audience, regardless of the targets being new customers, existing customers, or actively engaged ones.

b) Align Existing Flows with an Email Framework for Maximum Optimization

We optimized our client's existing flows using our tried and tested subject lines and designs. We also ensured that their flows were always consistent with each rebranding initiative of the brand.

c) Consistent Fine-Tuning with Intensive and Regular A/B Testing

To fully leverage the email flows in place, we looked at the customer data regularly to get a solid idea of customer preferences.

2. Drive Customer Engagement by Leveraging Content for Campaign Creation

The customer-centric approach helped us optimize our beauty brand client's marketing strategies. Especially since one of their goals was to build a strong and supportive community.

High retention means a strong and healthy customer base. This, in turn, leads to healthy long-term growth for your brand.

So, how did we do it?

a) Created On-Brand Email Templates

This helped increase their brand reputation, helping make our client a household brand in customers' inboxes.

b) Consistent Campaigns with a Mix of Social Content

Keep customers engaged and interested by providing them with high-value and relevant content.

c) Leveraged Existing Client Content 

Aside from user-generated content like videos and social media posts, we also included actual buyer reviews.

d) Conducted Regular A/B Tests

We zeroed in on what worked best for our client. such as testing whether static images worked better than GIFs. Other than their visual media, we also tested their email send times. Specifically, would sending emails at 8 PM have better results compared to 8 AM?

3. Maximize Personalization with Lists and Segmentation

We strategically targeted engaged subscribers and slowly increased the sending size over time. Also, we created segments that focused on the level of engagement of subscribers, which had an impact on improving overall deliverability.

The implementation of our data-driven growth strategy resulted in an email revenue share of 50% for our client. To break that down:

  • Before implementation: 6%; After: 28% (367% increase in our client's revenue from flows)
  • Before implementation: 9%; After: 25% (178% increase in open rates)
  • Before implementation: 13x; After: 41x (215% increase in ROI after adding more stores)

A data-driven growth strategy is important for bringing out the best of your existing strategies. Knowing how to optimize them, which to use and when—it's all based on your target audience.

This is just a brief overview of what we did for our beauty brand client. Are you interested in studying all the details of our process? We have the full case study available for your to download and view!

data-driven growth strategy beauty brand article banner case study

We do understand, of course, that implementing data-driven strategies like these requires a dedicated team. Is your workforce already stretched too thin? The retention experts at Chronos Agency will be more than happy to take on your retention marketing — and produce results.

Maximize your store's profit potential by applying our tried and tested retention marketing strategies. Just fill out this short form to schedule a free strategy call with us. We believe that long-term and sustainable brand growth comes from having a strong, healthy, and dedicated customer base.

About Samuel Catbagan

Samuel Catbagan is a writer for Chronos Agency, a Done-For-You customer lifecycle specialist and email marketing agency for eCommerce businesses everywhere.