How Dispatch Amplified Glamsquad's Retention Marketing Revenue by 68.5%

Transforming Glamsquad's Email, SMS, and Push Strategies for Incremental Growth

Company: Glamsquad

Industry: Beauty Services

Dispatch Services Retained: Campaign Calendar Strategy (Email, SMS, Push Notifications), Automated Flows Strategy (Email, SMS, Push Notifications), Strategy Brief Writing for Creative Team, Technical Klaviyo Implementation, General Retention Marketing Strategy Consulting

Platforms Used: Klaviyo, Looker

Length of Partnership: 18 months

Key Problems:

Underutilized segmentation, leading to sub-optimal deliverability & inadequate data on promotion effectiveness across key cohorts

Messaging gaps & lack of objection handling across customer journey

Lack of supporting educational content across customer journey

Incomplete cross-channel automated flows

Ineffective popup forms converting low amount of site traffic into email & SMS subscribers

What Dispatch Did:

Created detailed persona-based segments with engagement criteria to improve deliverability and revenue.

Built multi-branched flows tailored to customer segments, addressing messaging gaps and enhancing the customer journey

Introduced educational content in flows and campaigns to differentiate Glamsquad from local salons.

Integrated SMS and push notifications throughout the customer journey to maximize conversions.

Implemented High Performing Popup Forms Based That Converted Over 2X More Site Traffic Into Susbcribers.

YoY Results from September 2022 through December 2023

Total Attributed Email + SMS + Push Revenue

+68.5%

Campaign Revenue

+32.5%

Automated Flow Revenue

+197%

BACKGROUND

Glamsquad is a premier beauty services company that brings professional hairstylists, makeup artists, and nail technicians directly to clients' homes, offices, or any location of their choice. With a mission to transform beauty routines into luxurious, personalized experiences, Glamsquad offers on-demand services for busy individuals seeking convenience without compromising on quality.

Dispatch began working with Glamsquad in January 2023 after conducting a comprehensive audit of their retention marketing efforts.

The Challenges

Our audit revealed several challenges:

Ineffective Segmentation

Segmentation was underutilized, relying on general lists and a single segment. This led to weaker deliverability, fewer recipients, and suboptimal revenue generation.

Messaging Gaps Across Customer Journey

Significant gaps existed in customer journey messaging, resulting in missed opportunities to engage customers and lost revenue.

Lack of Education-Based Marketing

Marketing content lacked educational elements, failing to consistently answer why customers should choose Glamsquad over local salons.

Incomplete Automated Flows

Several key automated flows were missing, and messaging volume was insufficient to capture available incremental revenue.

Inadequate Data on Promotion Effectiveness

Lack of data collection on how different user segments responded to promotions hindered targeted marketing efforts.

KEY OBJECTIVES IDENTIFIED

Increase Cross-Channel Engagement and Revenue

Improve email, SMS, and Push marketing revenue and engagement metrics across both campaigns and automated flows.

Optimize Customer Journey

Rebuild all automated flows to align with Glamsquad's customer journey, using many custom metrics from their websit and mobile app to trigger well-timed flows.

Enhance Content Relevance and Segmentation

Develop campaign calendars tailored to key customer segments.

Optimize Promotional Strategies

Built out segmentation strategy to allow for easy analysis of promotion data across key cohorts, to then tailor promotions for those cohorts rather than sending the same offers to everyone.

THE SOLUTION

Strategic Approach

Audit & Analysis

Conducted an in-depth audit of Glamsquad's existing email, SMS, and push notification strategies.

Identified critical weaknesses in segmentation, customer journey messaging, educational content, automated flows, and data collection methods.

Strategy Development

Crafted a multifaceted strategy focusing on advanced segmentation, comprehensive automated flows, education-based marketing, enhanced SMS and push notifications, and data-driven promotional tactics.

Implementation

Funnel Analysis and Optimization

Analyzed drop-off points in the app and developed six unique abandonment flows to address potential customer objections at each step.

THE RESULTS

Total Attributable Revenue

+68.5%

Unique Email Opens

+189.5%

Revenue Per Recipient

+61.8%

Average Order Value

+4.3%

Average Open Rate

+10%

Average Conversion Rate

+68%

“Elliot and his team are Klaviyo ninjas. From flows to campaigns to segmentation, they have a sharp understanding of data and how to apply performance insights and industry best practices which positively impacted our business."

Chief Marketing Officer at Glamsquad

Simona

Book your free audit today to discover how we can help your brand achieve similar results.