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Case Studies

New-to-Market Haircare Brand

Lifecycle Marketing

A new-to-market haircare brand partnered with Blue Wheel to develop an Email Marketing strategy from the ground up, including copywriting, design, execution, campaign optimization, and automated flows in Klaviyo. As a newly launched brand, the client had great potential to develop its email subscriber base through targeted acquisition strategies and compelling content.

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Results

Placed Order Rate+175%Conversion Growth ‍
QoQ Conversion+144%QoQ Conversion Growth ‍
Click Rate+80%Peak Click Rate Increase ‍
Lifecycle Revenue78%Lifecycle Revenue from Flows ‍
Subscribers+61%Subscriber Growth QoQ ‍
Placed Order Rate+22%Placed Order Rate Increase from Flows QoQ ‍

The Challenge

Our strategy directly addressed the client’s core challenges: launching without an established brand presence, building customer relationships, and optimizing for engagement and revenue. The focus was on personalized campaigns and segmentation, as there was a strong opportunity to deepen customer engagement and drive higher revenue over time. Continuous optimization helped to build lasting relationships with new and existing customers.

The Process

Blue Wheel implemented high-performing flows, Welcome, Cart Abandonment, and Browse Abandonment, to drive revenue and engage the audience by encouraging email subscriptions and guiding them through their haircare journey. Next, we introduced more personalized workflows such as Cross-Sell and Replenishment flows based on purchase history. We established a Quiz Follow-Up to provide custom product recommendations and a Post-Purchase series to nurture and sustain customer relationships.

1Developed Flows from Scratch

Crafted the initial flows, including Welcome, Cart Abandonment, and Browse Abandonment emails, proven to be core performers in email strategy‍

2Collaborated Closely on Communication Style

Guided the brand through email content choices, including consumer expectations, tone of voice, and industry best practices‍

3Introduced A/B Testing

Recommended and implemented A/B testing for Cart Abandonment emails, comparing softer, nurturing tones against more urgent, action-driven messaging

The Solutions

Blue Wheel developed a full-funnel email strategy and executed high-performing flows tailored to customer behavior. This method helped our client drive 143.6% more conversions quarter-over-quarter and grow its subscriber base by over 60%. Flows generate the majority of Lifecycle revenue (78%).

Personalization through segmentation and targeted automations enabled the brand to identify new content opportunities. The program maintained strong engagement while minimizing unsubscribes and spam complaints. We've increased the Open Rate for the Browse Abandonment flow by 81% in the first four months.

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