United KingdomUK cosmetics brand looking to improve retention
We built a connected customer lifecycle in Klaviyo combining segmentation, automated flows and personalized campaigns to create more relevant experiences across the cosmetics buying journey.
A Klaviyo-powered email marketing strategy designed to help a UK cosmetics brand turn subscribers into customers and customers into repeat buyers through personalized, behavior-led communication.
Project snapshot
The engagement at a glance
- Client
- Give Me Cosmetics
- Industry
- Cosmetics & Beauty
- Country
- United Kingdom
- Service
- Email Marketing
- Platform
- Email & lifecycle automation
- Duration
- 8 Weeks
- Profile
- UK cosmetics brand looking to improve retention with Klaviyo email marketing.
- Team
- 1 CRM Strategist, 1 Klaviyo Specialist, 1 Email Copywriter, 1 Email Designer
The challenge
What was the client's problem?
Give Me Cosmetics had an established direct-to-consumer cosmetics business, but its email marketing needed a more structured lifecycle strategy.
Customers were interacting with the brand in different ways browsing products, joining the email list, purchasing makeup, exploring new collections and returning for replenishment yet the communication did not always reflect those behaviors.
The challenge was to move away from one-size-fits-all promotional emails and build a customer journey where the message could change based on what each shopper actually did.
- 01
Generic messaging across different customer segments.
- 02
Limited behavioral personalization.
- 03
Inconsistent communication between campaigns and automated flows.
- 04
Missed opportunities after first purchase.
- 05
Limited cross-sell opportunities across complementary cosmetics.
- 06
No structured replenishment journey.
- 07
Inactive subscribers required better re-engagement.
- 08
Growing customer data needed a more organized lifecycle strategy.
Objectives we agreed on
- Build a structured Klaviyo lifecycle marketing system.
- Improve email relevance through customer segmentation.
- Automate key cosmetics ecommerce touchpoints.
- Strengthen the subscriber-to-customer journey.
- Improve post-purchase engagement.
- Create cross-sell opportunities between complementary products.
- Introduce replenishment communication.
- Re-engage inactive customers.
- Build a scalable foundation for ongoing email marketing.
Our approach
How did we approach it?
A behavior-led Klaviyo strategy built around how cosmetics customers discover, purchase, use and return to their favorite products.
- 1
Klaviyo & Customer Journey Audit
Reviewed the existing Klaviyo setup, customer data, campaigns and ecommerce touchpoints to identify gaps across the customer lifecycle.
- 2
Customer Lifecycle Mapping
Mapped the journey from first website visit and email signup through first purchase, product discovery, repeat purchase and re-engagement.
- 3
Audience Segmentation
Created behavior and purchase-based segments to distinguish new subscribers, first-time buyers, repeat customers, engaged shoppers and inactive contacts.
- 4
Automated Klaviyo Flows
Built key lifecycle flows including Welcome, Browse Abandonment, Abandoned Cart, Post-Purchase, Cross-Sell, Replenishment and Win-Back.
- 5
Cosmetics-Focused Content Strategy
Developed content around product education, shade discovery, usage inspiration, new launches, complementary products, customer proof and promotional moments.
- 6
Personalization & Dynamic Content
Used available customer and ecommerce behavior to make product recommendations and messaging more relevant to individual shoppers.
- 7
Campaign Planning & Testing
Created a structured campaign calendar and tested subject lines, messaging, creative direction, CTAs and audience selection.
- 8
Optimization & Reporting
Reviewed campaign and flow performance to identify opportunities for improving engagement, customer experience and repeat-purchase journeys.
The solution
What did we build?
What it includes
- Klaviyo Email Marketing
- Klaviyo Flows
- Behaviour-Based Segmentation
- Customer Lifecycle Marketing
- Welcome Series
- Browse Abandonment
- Abandoned Cart
- Post-Purchase Automation
- Cross-Sell Campaigns
- Replenishment Emails
- Win-Back Automation
- Product Recommendations
- Dynamic Email Content
- Campaign A/B Testing
Technology & tools
Only the platforms actually used in this engagement.
- Klaviyo
- Email Marketing Automation
- Klaviyo Flows
- Klaviyo Segmentation
- Dynamic Content
- Behavioural Targeting
- Ecommerce Customer Data
- A/B Testing
- CRM Automation
- Lifecycle Marketing
Before vs after
What changed for the business?
Email marketing was active, but the customer journey was not yet fully connected to shopper behavior, purchase history and product interest.
Before
- Broad audience targeting
- Limited customer segmentation
- Generic promotional communication
- Disconnected lifecycle touchpoints
- Limited post-purchase nurturing
- Missed cross-sell opportunities
- No structured win-back journey
After
- Behaviour-led customer segmentation
- Automated lifecycle journeys
- Personalised product communication
- Structured post-purchase nurturing
- Cross-sell and replenishment journeys
- Dedicated win-back communication
- Better coordination between campaigns and flows
- Scalable Klaviyo marketing framework
+165% Increase in Email Revenue
+62% Increase in Repeat Purchases
+38% Improvement in Customer Engagement
+27% Email Open Rate
+12.6% Click-Through Rate
+3.2× Higher ROI from Email Marketing
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