Driving Growth in Turbulent Times: Why Investing in Klaviyo Matters (with Beauty EQ)

Beauty EQ is an online retailer based in Los Angeles that specializes in skincare and beauty tools. The small team of estheticians who run Beauty EQ are experienced with each piece of equipment they carry, and offer training on their products. They call it “raising the Aesthetic Intelligence of equipment distribution”.

Beauty EQ initially used Mailchimp as its primary email marketing platform. However, as the company was looking to grow, the limitations of Mailchimp for their business became apparent. Seeking a more robust solution, Beauty EQ decided to migrate to Klaviyo — a platform known for its advanced features in email and SMS Marketing, as well as ease of use.

Beauty EQ engaged with Andzen as Klaviyo Master Elite Partners to take the next steps to implement key automations to drive revenue. The transition from Mailchimp over to Klaviyo provided the opportunity for Andzen to qualify Beauty EQ’s subscriber base at the time. This meant that Andzen could run a short series of re-engagement campaigns with Beauty EQ’s mailing list, and only migrate subscribers who engaged with these campaigns over to their new Klaviyo account. This activity would ultimately have a positive impact on Beauty EQ’s email deliverability, and have the desired effect on key metrics including Click Rate and Placed Order rate.

As a small to medium sized eCommerce business, Andzen implemented their Klaviyo Fundamentals package for Beauty EQ. This package is designed to help merchants get started with Klaviyo by building key email automations. 

Andzen implemented the Klaviyo Fundamentals projects for Beauty EQ, plus as mentioned above, 2 x reactivation campaigns in Mailchimp to ensure only the most engaged, loyal subscribers were migrated over to Klaviyo. 

Klaviyo Fundamentals packages include: 

• Set up of Klaviyo account (and migration if needed)
• Set strategy using Andzen’s best practices as Klaviyo Master Elite Partners 
• Bespoke copy as per the brand’s voice and tone 
• On-brand design for data capture and emails
• Build (including setting up the flows, building all emails, and setting the flow live once approved by the client) 

The Andzen Fundamentals package focuses on entry-level Andzen x Klaviyo Flows using Andzen’s best practice strategy and design to nurture conversion paths. For Beauty EQ, this was the ideal solution to get automations up and running to start driving revenue from customers. 

For more information on Andzen’s current Klaviyo Fundamentals packages, please click here.

Enhanced Customer Segmentation 

One of the key advantages of Klaviyo over Mailchimp for Beauty EQ was its robust customer segmentation capabilities. Beauty EQ and Andzen leveraged Klaviyo’s advanced segmentation options to create highly targeted email automations. These automations were tailored to specific customer groups based on:

• Purchase history
• Browsing behavior
• Product preferences

By delivering personalized content and offers to the right audience segments, Beauty EQ experienced increased open rates, click-through rates, and attributed revenue.

 

Dynamic Email Content

Klaviyo’s dynamic content capabilities empowered Beauty EQ to personalize email content at scale. Using dynamic tags and variables, they were able to dynamically insert relevant product recommendations, personalized offers, and individualized content based on each recipient’s preferences and past interactions. 

This level of personalization resonated with customers, resulting in higher click-through rates, increased conversions, and a boost in average order value.

 

Improved Revenue and Profitability

The positive impact of transitioning from Mailchimp to Klaviyo on Beauty EQ’s profitability was evident. Notable results include:

• Abandoned Cart Series: 54.7% above the industry benchmark for Placed Order rate
• Nurture Series: 35.6x the industry benchmark for Revenue per Recipient
• Post Purchase Series: 70.5x above the industry benchmark for Revenue per Recipient

Beauty EQ received the score of ‘Excellent’ in accordance with Klaviyo’s industry benchmarks for the following metrics:

Abandoned Cart Series:

• Open Rate
• Email Revenue Per Recipient
• Spam Complaint Rate
• Unsubscribe Rate

Nurture Series:

• Email Revenue Per Recipient
• Bounce Rate
• Spam Complaint Rate
• Unsubscribe Rate

Post Purchase Series:

• Click Rate
• Click Through Rate
• Email Revenue Per Recipient 

*Results taken over all time, since the automations have been live.