It’s getting harder to launch an online brand. Competition has never been higher—and neither have customer expectations. And with ongoing data privacy changes, brands are left with inefficient advertising that isn’t worth the price tag.
In this landscape, the best way for brands to earn—and maintain—customers’ attention is to build personalized experiences on owned channels using Customer-First Data™. And for Jason Wong, founder of Doe Lashes, that’s been a focus from the start.
Since founding Doe in 2019, Wong keeps customers coming back for hand-crafted false lashes by improving the areas where his direct-to-consumer (DTC) company can make an immediate good impression—like Doe’s website and email messaging. Those positive experiences also motivate customers to get friends and family on board, reducing the company’s spend on paid ads.
Email has always been an important marketing channel for Wong, who previously helped build several other ecommerce brands. Frustrating experiences with other email providers made Klaviyo the obvious choice for email when he was launching Doe.
Using Klaviyo, Wong and his team launched onsite quizzes as well as a loyalty program in an effort to personalize interactions from the start of the customer journey.
Lash quiz offers a personalized welcome to the brand
When a brand offers many variations of a product, shoppers can feel overwhelmed by choices. Doe’s product recommendation quiz helps new lash wearers find their perfect look based on factors like eye shape, lash experience, the context in which they’re planning to wear them, and aesthetic preferences.
The quiz, powered by the Octane AI integration in Klaviyo, not only earns Doe 3x more email sign-ups than a traditional pop-up form—it also supplies information the Doe team uses to build a personalized welcome series for customers.
And it’s working. Doe has managed to turn one-fifth of quiz takers into customers—which means their welcome flow has a conversion rate 9x higher than the industry standard for health and beauty.
Loyalty program keeps customers coming back
Doe also uses Smile Rewards, its loyalty program, to offer increasingly attractive perks the more customers buy—motivating them to keep purchasing again and again.
And Klaviyo is the engine that makes it all happen. New customers are invited to join Smile Rewards by email if they’re not already part of the program. Then, the Doe team creates dedicated flows in Klaviyo that are optimized to engage rewards program members on an ongoing basis.
Wong noticed that when rewards members interact with Doe’s emails, they tend to buy more and come back more frequently. The initial Smile Rewards flow alone brings in 1.2x as much revenue as the brand’s already successful welcome series.
In order for personalization to work as brands grow, they need integrated customer data. In Klaviyo, data is like a network of highways between cities, with data flowing in every direction.
Data fuels personalization
Using the abundance of Customer-First Data from Klaviyo analytics, Wong can identify which Doe emails are most successful for different types of customers. Then, his team can create specific campaigns that cater to those customers’ unique interests and behaviors.
For example, a customer who has purchased from Doe two times or more and has spent over $100 might click on a certain type of email more frequently than someone with a different purchase history—and that can inform what kinds of emails Doe should send them in the future.
The Octane AI integration is another source of invaluable information. Not everyone who takes the product recommendation quiz turns into a customer, but Klaviyo’s dashboard reveals which ones do. This helps the team at Doe consider which changes to the quiz results, welcome flow, or product lineup might help improve the experience for specific customer segments.
Similarly, the data Klaviyo pulls from Smile Rewards shows which incentives work and who Doe’s most valuable customers are—so they can continue growing those relationships.
And with Klaviyo, integration data and email data can inform each other for a seamless experience. For example, Wong’s team might use a customer’s quiz answers, their rewards tier, and their action on a previous email to personalize a future rewards email.
The result? The team at Doe is equipped with the knowledge necessary to make smarter business decisions, and customers receive content they actually want to engage with.
Doe offsets ad costs by focusing on retention
Eventually, customers will need more lashes. Fortunately, tracking how customers interact with Doe—and asking them for the right information at the right time—does more than just ensure they’re receiving content that makes them feel seen. It also improves conversion and retention.
With Klaviyo, Doe automates replenishment campaigns at just the right time. As a result, about 35% of Doe’s customers come back for another purchase within 90 days.
Thanks to the data available in Klaviyo, Wong plans to take personalization to a whole new level by more precisely analyzing the effectiveness of Doe’s quiz recommendations. If Doe recommends a certain lash based on a set of quiz results, is that what the customer ends up purchasing? Are they happy with it? Will they buy it again?
Because Octane AI feeds a lot of information into Klaviyo, it’s easy for the Doe team to test which recommendations result in better conversions for different types of people.