How Dispatch Boosted Young Nails’ Email Marketing Revenue by 161.4%
A Deep Dive into The Momentum Method at Work.
Company: Young Nails
Industry: CPG/Beauty
Dispatch Services Retained: Email Strategy, Email Design, Copywriting, Email List Growth, Retention Marketing Consulting, Technical Klaviyo Implementation
Platforms Used: Klaviyo
Length of Partnership: 24+ Months
Key Problems:
Improper segmentation, leading to sub-optimal deliverability & fewer subscribers reached.
Misaligned campaign creative, lacking brand consistency and targeted pain point messaging.
Basic Klaviyo templates not optimized to drive conversions.
Minimal customer lifecycle flows, missing key revenue opportunities.
Ineffective popup forms converting a low amount of site traffic into email subscribers.
What Dispatch Did:
Created detailed persona-based segments with engagement criteria to improve deliverability and revenue, as well as drive valuable business-level insights on personas.
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 Young Nails from competition.
Introduced educational content in flows and campaigns to answer “why choose us?” and leveraged popular YouTube content with product tie-ins.
Implemented popup forms that converted over 3X More site traffic into susbcribers.
YoY Results from November 2022 through July 2023
Total Attributed Email Revenue
+161%
Campaign Revenue
+256%
Automated Flow Revenue
+47%
BACKGROUND
Young Nails Inc. is a leading brand in the beauty and nail care industry, recognized for its innovative products and educational resources that empower nail technicians and enthusiasts worldwide.
Dispatch began working with Young Nails over two years ago, conducting a comprehensive audit of their email marketing efforts. Initial findings revealed limited segmentation, basic Klaviyo templates, and minimal customer lifecycle flows, challenges that hindered growth and revenue potential.
The Challenges
Our audit revealed several challenges:
Underutilized Segmentation
Young Nails was sending broad, one-size-fits-all email campaigns, resulting in weaker deliverability and limited audience engagement.
Messaging Gaps & Lack of Objection Handling
Customers were not receiving targeted messaging to address specific questions or concerns, leading to missed conversion opportunities.
Lack of Supporting Educational Content
Campaigns and flows did not leverage the brand’s strength in educational content, missing a key differentiator.
Minimal Customer Lifecycle Flows
Only a few basic flows were active, leaving significant revenue opportunities untapped throughout the customer journey.
Ineffective Popup Form
The existing popup form was underperforming, resulting in a low opt-in rate and slow list growth.
KEY OBJECTIVES IDENTIFIED
Enhance Segmentation Strategies
Improve deliverability and revenue by creating persona-based segments.
Optimize Popup Forms
Through consistent A/B tesitng, improve opt-in rates from lead capture popup forms to boost list growth and reduce CAC.
Implement Education-Based Marketing
Use content to differentiate the brand and answer why customers should choose Young Nails.
Build Comprehensive Customer Lifecycle Flows
Develop comprehensive messaging across flows that addresses customer concerns throughout the journey, in order to capture incremental revenue and nurture prospects.
THE SOLUTION
Strategic Approach
1
Audit & Analysis
Dispatch performed an in-depth review of Young Nails’ email marketing program, identifying gaps in segmentation, creative consistency, and flow coverage.
The audit highlighted opportunities to leverage the brand’s popular educational content and integrate it more closely with email campaigns.
2
Strategy Development
With these findings, Dispatch devised a plan focused on advanced segmentation, improved creative alignment, education-based marketing, and expanded lifecycle flows to drive conversions.
The strategy also placed strong emphasis on refining popup forms for effective list growth.
Implementation
Multi-Layered Segmentation
-
Segmented subscribers by behavior, purchase history, persona, and engagement to enable targeted campaigns and gathering of useful data.
THE RESULTS
Total Attributable Revenue
+161%
Unique Email Opens
+176%
Revenue Per Recipient
+29%
Average Order Value
+2.7%
Average Open Rate
+8%
Average Conversion Rate
+24%
Book your free audit today to discover how we can help your brand achieve similar results.