Klaviyo powers 84x YoY increase in flow-generated revenue for The Beauty Crop

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The Beauty Crop is a fast-growing beauty brand based in London that combines makeup with skincare benefits. With a mission to make clean, effective beauty accessible, they’ve expanded rapidly through retailers like Boots while maintaining their core direct-to-consumer presence. One of their key growth levers in the past few years has been Klaviyo B2C CRM.

Learn how The Beauty Crop used Klaviyo to scale flow revenue over just a year

Challenge 

The Beauty Crop’s approach to email marketing was falling short. 

Their email campaigns were undifferentiated, with all contacts receiving similar messaging regardless of their preferences or purchase history. This led to underwhelming engagement figures, a significant issue with unsubscribes and ultimately missed revenue opportunities.

Email was also a siloed element of their tech stack. They operated email in Klaviyo and SMS in a separate platform, which made co-ordinated cross-channel journeys impossible.

The company’s loyalty programme operated out of a third, disconnected platform, leading to missed opportunities to nurture loyal customers. 

This generic approach meant leaving significant revenue and loyalty opportunities on the table. The team needed to transform The Beauty Crop’s Klaviyo implementation to create a more integrated approach that would turn customers into repeat purchasers and brand advocates.

Solution 

After an appraisal of the company’s messaging systems, driven by a new hire who had a deep knowledge of Klaviyo’s potential, The Beauty Crop undertook several key initiatives. 

A key move was shifting SMS marketing to Klaviyo. This enabled the company to deliver true omnichannel coordination for the first time. The company discovered that leading with SMS in key flows generated stronger results, helping SMS grow to contribute 36% of total revenue. 

The company also integrated other applications into the Klaviyo platform. Most notably, their loyalty platform, LoyaltyLion, delivered behaviour-triggered reward communications (offering incentives like discounts and early access to products) that felt more authentic and brand-aligned than generic notifications. 

By taking full advantage of the Klaviyo platform, The Beauty Crop was finally able to create a fully integrated messaging system. They could also deliver a more nuanced, personalised approach to customers.

Klaviyo has become our central nervous system. It’s how we take all these disconnected touchpoints and turn them into cohesive, customer-first journeys that keep people coming back.

Strategy 

As they delved deeper into the Klaviyo platform, The Beauty Crop were able to develop a series of strategies that solidified their customer relationships.

• Segmentation in a more multi-dimensional way: Based on skin type, loyalty status, and / or targeted discount detail, The Beauty Crop developed 14 master customer segments with nested tiers based on behaviour and preferences. 
• A more targeted approach to discounts: The company now focuses on implementing strategic, targeted promotions rather than blanket discounts. 
• Consolidated and customised email & SMS sign-ups: By adding a skin type question to their pop-up forms, The Beauty Crop can now tailor their welcome series to each customer’s needs. 
• Contextual messages: Now, if a person looks at the site’s skin tints, they receive an entire email dedicated to that product, with application tips, reviews, and benefits. This has helped to reduce returns as customers now have the knowledge to make more informed purchases. 

Looking ahead, The Beauty Crop is implementing Klaviyo’s Marketing Analytics to develop even more sophisticated segmentation and predictive modelling. As they prepare to launch a new website with email-specific landing pages, the team continues finding new ways to deepen customer relationships through personalised messaging. 

Klaviyo are always looking for new ways to make a marketer’s life a lot easier. I think all the AI features, such as the segmentation options have the potential to make users even more efficient.