Email, SMS, Copywriting, Design, List Growth
36+ months
Redefining Nail Care Through Education
Dispatch’s audit revealed several challenges. Segmentation was underutilized, relying on broad, one-size-fits-all campaigns that weakened deliverability and limited audience engagement. Campaign creative was misaligned, lacking brand consistency and targeted pain point messaging, while basic Klaviyo templates were not optimized to drive conversions. Significant messaging gaps and a lack of objection handling across the customer journey resulted in missed conversion opportunities. Campaigns and flows failed to leverage the brand’s strength in educational content, missing a key differentiator. Only a few basic lifecycle flows were active, leaving substantial revenue opportunities untapped. Meanwhile, ineffective popup forms underperformed, converting a low amount of site traffic into email subscribers and slowing list growth.
From these findings, the key objectives identified were to enhance segmentation strategies to improve deliverability and revenue, optimize popup forms through consistent A/B testing to boost list growth and reduce CAC, implement education-based marketing that answered “why choose us” while leveraging Young Nails’ extensive YouTube content, and build comprehensive customer lifecycle flows to capture incremental revenue and nurture prospects into loyal repeat buyers.
The Numbers Tell the Story
From September 2022 through December 2023, Glamsquad achieved the following performance improvements:
Where We Started
Dispatch’s audit revealed several challenges. Young Nails was sending broad, one-size-fits-all campaigns, resulting in weaker deliverability and limited audience engagement. Messaging gaps existed throughout the customer journey, with no targeted objection handling to address specific concerns, leading to missed conversion opportunities. Campaigns and flows did not leverage the brand’s strength in educational content, failing to differentiate them from the competition. Only a few basic lifecycle flows were active, leaving significant revenue opportunities untapped. The existing popup form underperformed, driving a low opt-in rate and slowing list growth.
From these findings, the key objectives identified were to enhance segmentation strategies to improve deliverability and revenue, optimize popup forms through consistent A/B testing to boost list growth and reduce CAC, implement education-based marketing that differentiated Young Nails and answered “why choose us,” and build comprehensive customer lifecycle flows to capture incremental revenue and nurture prospects into loyal buyers.
Smarter Segmentation
Dispatch created detailed persona-based segments with engagement criteria to improve deliverability and revenue, while also driving valuable business-level insights. Subscribers were segmented by behavior, purchase history, persona, and engagement, enabling targeted campaigns and the collection of actionable data. This laid the foundation for stronger campaign relevance, more accurate performance measurement, and higher deliverability rates across cohorts.
Lifecycle Flows That Capture Revenue
Multi-branched flows were built and tailored to customer segments, addressing messaging gaps and enhancing the customer journey. Dispatch rebuilt flows such as Abandoned Cart and Browse Abandonment to recover lost revenue, while optimizing existing flows to nurture new subscribers toward their first purchase. For new purchasers, flows guided reordering habits to drive higher LTV. By tying lifecycle touchpoints to customer behavior, Dispatch ensured Young Nails captured incremental revenue throughout the journey.
Education and List Growth at Scale
Educational content was introduced throughout campaigns and flows to differentiate Young Nails from competitors, answer “why choose us,” and highlight brand expertise. YouTube-based tutorials with product tie-ins became a cornerstone of the strategy, integrating seamlessly into email messaging to address customer pain points and inspire product usage. At the same time, Dispatch optimized popup forms, running consistent A/B tests on design and copy until achieving an evergreen conversion rate of over 10%. Zero-party data collection was introduced to personalize messaging based on buyer personas, while improved form performance converted over 3X more site traffic into subscribers.
