Email, SMS, Push Notifications, Direct Mail, Membership Program Buildout
24+ months
Redefining Beauty On-Demand
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 partnership has lasted 18 months and covered campaign calendar strategy (email, SMS, push notifications), automated flows strategy (email, SMS, push notifications), strategy brief writing for the creative team, technical Klaviyo implementation, and general retention marketing consulting. Klaviyo and Looker were the primary platforms used.
The Numbers Tell the Story
From September 2022 through December 2023, Glamsquad achieved the following performance improvements:
Where We Started
The audit revealed several challenges. Segmentation was underutilized, relying on general lists and a single segment, which weakened deliverability, reduced recipients, and limited revenue generation. There were significant messaging gaps across the customer journey that resulted in missed opportunities to engage customers and capture revenue. Marketing content lacked educational elements and failed to consistently answer why customers should choose Glamsquad over local salons. Several key automated flows were missing, and the overall messaging volume was insufficient to capture incremental revenue. Data collection on how different user segments responded to promotions was lacking, which hindered targeted marketing efforts. In addition, popup forms were ineffective, converting a low amount of site traffic into email and SMS subscribers.
The key objectives identified were to increase cross-channel engagement and revenue, optimize the customer journey by rebuilding automated flows tied to app and website metrics, enhance content relevance through segmentation and tailored campaign calendars, and optimize promotional strategies by segmenting cohorts for targeted offers.
“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."
Simona Gaudio, Chief Marketing Officer at Glamsquad
Smarter Segmentation
Dispatch created detailed persona-based segments with engagement criteria to improve deliverability and revenue. A segmentation strategy was built out to allow for easy analysis of promotion data across key cohorts, enabling promotions to be tailored to those cohorts rather than sending the same offers to everyone. This created the foundation for cross-channel campaign effectiveness and more accurate performance measurement.
Flows That Mirror the Customer Journey
Multi-branched flows were built and tailored to customer segments, addressing messaging gaps and enhancing the customer journey. All automated flows were rebuilt to align with Glamsquad’s customer journey, using custom metrics from their website and mobile app to trigger well-timed flows. SMS and push notifications were integrated throughout the customer journey to maximize conversions. A funnel analysis identified drop-off points in the app, and six unique abandonment flows were developed to address potential customer objections at each step.
Education and List Growth at Scale
Educational content was introduced in flows and campaigns to differentiate Glamsquad from local salons. This positioned Glamsquad as a trusted beauty partner rather than just another service provider. High-performing popup forms were implemented that converted over 2X more site traffic into subscribers, directly strengthening list growth for both email and SMS channels.
