Email strategy teardown: Living Proof vs Kerastase

First impressions play an important role in great email strategies.

 

klaviyo teardown Living proof logoKlaviyo Teardown Kerastase logo
 

Why Living Proof and Kerastase?

First impressions are important when it comes to great marketing. Richard Branson once said “In the same way that I tend to make up my mind about people within thirty seconds of meeting them, I also make up my mind about whether a business proposal excites me within about thirty seconds of looking at it.” If you don’t excite, delight, and engage your customers early on, you might lose them.  

We decided to break down the email strategy of two hair care brands: Living Proof and Kerastase.

They’re both established brands that are known for their hair care products, developed with a science first mentality – just like Klaviyo’s features, that’s why the Klaviyo team loves them. 

 

The backstory of Living Proof

Living Proof is a hair care brand based in Cambridge, MA (we’re neighbors!). Their products are innovative and use science and patented technology to change the way they approach hair care. With over 150 awards won, it’s proven that they are a brand loved by many.

 

The backstory of Kerastase

Kerastase is a hair care brand owned by L’Oreal. Their products are also scientific and innovative, and go through rigorous testing.  From their website, “Kérastase technology is distinguished by a unique formulation charter: prototype formulas with powerful active ingredients, high-tech molecular complexes and sensational textures, science inspired by the quest for beautiful hair.”

We wanted to do some detective work and review their email marketing strategies to see if they were doing everything that they could to provide the best first impressions.  First, we signed up for emails with Living Proof and Kerastase. Second, we took a few website or purchase actions that we’d expect to receive a follow-up email from. Third, we watched to see how the email experience unfolded.

Here's what happened with Living Proof...

We signed up for their email newsletter and did not receive a welcome series email (we were asked to confirm our signup subscription though).

We abandoned our shopping cart and did not receive an abandoned cart email.

We later made a purchase and received post-purchase order confirmation and shipping emails.

We signed up for an account and received a new account confirmation email.

After these activities, we received a multi-touch email campaign about a new hair care product.

Here's what happened with Kerastase...

We signed up for their email newsletter and did not receive a welcome series email.

We abandoned a cart and did not receive an abandoned cart email.

We later made a purchase and received post purchase order confirmation and shipping emails.

We signed up for an account and received a new account confirmation email.

Aside from these activities, we also received a Valentine’s Day-inspired holiday email.

Email deep dive

Let’s look at their one week email strategy.

1. Sign up for their welcome emails

2. Abandon a cart and see if there’s an abandon cart email

3. Make a purchase a week later

4. Create an account

5. Receive emails about new and current product collections

Living Proof emails

Living Proof
Living Proof
Living Proof
Living Proof
Living Proof
Living Proof
Living Proof

Kerastase emails

Kerastase
Kerastase
Kerastase
Kerastase
Kerastase
Kerastase
Kerastase
Kerastase

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Email deep dive

Let’s look at their one week email strategy.

1. Sign up for their welcome emails

2. Abandon a cart and see if there’s an abandon cart email

3. Make a purchase a week later

4. Create an account

5. Receive emails about new and current product collections

Daily email strategy

Living Proof

Kerastase

Account Confirmation

Order Confirmation

Promotion

Subscription Confirmation

Product Upsell

Shipping Confirmation

Product Upsell

Product Upsell

New Product

Promotion

Product Upsell

Promotion

Promotion

Promotion

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7

Day 8

Day 9

Day 10

Day 11

Day 12

Day 13

Day 14

Day 15

Day 16

Day 17

Day 18

Day 19

Day 20

Promotion

New Product

Order Confirmation

Holiday Inspiration

Product Upsell

Product Upsell

Promotion

Product Upsell

Product Upsell

Promotion

Shipping Confirmation

Account Confirmation

Shopping Experience Outreach

Shipping Confirmation

The good, the bad, the split ends: Living Proof

positive review

Marketing Automation

We received a multi-touch email campaign that was based on how we interacted with their email content. This is a good example of marketing automation.

positive review

Double opt-in

  • Double opt-in is a good best-practice to follow, and they have it. It confirms that a customer really does want to receive emails. Adding some branding to the emails would take this up a notch.
negative review

Welcome Series Email

  • Needs a welcome series email – this is a key opportunity to use an automated flow to make a positive first impression with customers. It’s also an opportunity to share your company’s story with new customers. Here are ideas on how to create them, and recommendations on when to send them.
negative review

New Account Confirmation Email

Could use some on-brand content or imagery  especially if there’s no welcome series email.

negative review

Abandoned Cart Email

  • Money is being left behind. A data analysis shows that our customers generated more than $60 million dollars from abandoned cart revenue. That’s a lot of cash.
negative review

Post-Purchase Order Confirmation Email

negative review

Post-Purchase Shipping Confirmation Email

  • Similar to the post-purchase order confirmation, this should not be generic and is also a good opportunity to upsell or cross sell.

 

The good, the bad, the split ends: Kerastase

positive review

New Account Confirmation Email

  • Engaging – made a good first impression with us. We received a wealth of information that made for a hearty introduction.
positive review

Well-timed Content

  • Received a Valentine’s day-inspired subject line, messaging, and images. Engaging with customers year-round is imperative to building strong relationships. 
positive review

Post-Purchase Order Confirmation Email

  • The combination of on-brand copy and product images created strong brand awareness. We also liked the use of cross-selling with bestsellers.
negative review

Abandoned Cart Emails

  • Create abandoned cart emails – without these, money is being left on the table. This is an easy opportunity for quick cash. Our abandon cart benchmark report mentioned above shows how much money these emails can generate.
negative review

Welcome Series Email

There was none. This is a missed opportunity to make a connection with a customer and generate revenue. According to Klaviyo data, “welcome series emails receive 63% higher open rates, 86% higher click-through rates, and 83% higher revenue per recipient (RPR) than your average email campaign”. To get started, here are examples of 4 top converting welcome series emails.

negative review
  • Relevant Content

    Did not receive relevant content – we received an email about new products for blonde hair, but I’m a brunette. Could ask us for our preferences. One way to collect information early on is through custom signup forms.

negative review

Post-Purchase Shipping Confirmation Email

  • We received 2 and on different days (made us think we ordered 2 things). A positive post-purchase experience is important to creating customer retention. According to Gartner Group, 80% of future revenue will likely come from just 20% of your existing customers.

 

And the winner is…

Klaviyo Teardown Kerastase logo


With an engaging new account confirmation email and a holiday-inspired email, we felt loved by this brand and top of mind. First impressions are important in dating, work, and email. It’s the foundation of a great relationship. Kerastase, you had us at hello.

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