How The INKEY List turns global traffic into loyalty and retention with Klaviyo

31x
Klaviyo ROI in 2024
62.2%
YoY increase in campaign clicks in 2024
26.1%
YoY increase in BFCM Klaviyo-attributed revenue in 2024
The INKEY List was founded as recently as 2018, but has quickly grown into one of the leading skincare brands in the UK.
The INKEY List was born from a belief that better knowledge powers better decisions. And that when customers understand their skin, they make better decisions for their health.
Learn how The INKEY List uses Klaviyo segmentation and analytics to earn customer loyalty across Europe and North America
Challenge
When The INKEY List launched their D2C sites in 2020 across the UK, US, EU, and Canada, their primary focus was driving traffic to build a strong online presence.
However, as the brand rapidly grew, their priorities shifted to retention—turning one-time customers into loyal, repeat buyers. This transition required a deeper understanding of customer behaviour and the ability to manage a growing, diverse database spread across multiple regions.
The INKEY List also needed insights into how many customers were new versus returning, while avoiding irrelevant communications that could disengage their audience. Georgie Little, head of online strategy, explains, “Our challenge was understanding how to evolve from just driving traffic to creating meaningful connections with our customers that would lead to long-term loyalty.”
Solution
Operating with a lean team, The INKEY List needed efficient tools to automate customer interactions and deliver personalised campaigns.
To meet these challenges, they integrated Klaviyo with tools like LoyaltyLion, contributing 69% of revenue through tiered loyalty programmes that offered benefits like early access to products and free express shipping.
The INKEY List also streamlined customer service by excluding customers with open complaints from promotional emails, ensuring issues were resolved before marketing communications were sent. Automated flows triggered by Net Promoter Score (NPS) surveys enabled targeted responses: thank-you messages for high scores and CX team follow-ups for lower scores.
Additionally, Klaviyo data integrated with Google Analytics provided detailed reports on lifetime value and repeat purchase rates, enabling smarter decision-making. Klaviyo’s cloning functionality also allowed The INKEY List to replicate templates, flows, and segments across markets, significantly reducing workload.
Strategy
The INKEY List implemented advanced segmentation, rigorous testing, and seasonal campaign optimisation. They tracked engagement through metrics like purchases, clicks, and opens, and analysed weekly and monthly trends in new versus returning customers.
Segmentation extended to skincare concerns using tools like quizzes and analysers, ensuring personalised product recommendations. For events like Black Friday, The INKEY List used customer data to offer loyalty members exclusive perks while maintaining flat discounts for all customers.
Weekly A/B testing provided insights to optimise content, copy, and design, which influenced broader strategies. For example, during the launch of pimple patches in summer 2024, A/B tests across email and SMS identified the most compelling messaging angles. These learnings were applied across web and influencer campaigns, maximising impact.
Black Friday highlighted their data-driven approach, with early access and exclusive rewards for loyalty members, incentivising higher spending. “By using data to tailor every part of the customer journey, we’ve been able to create campaigns that feel highly personal and effective,” shares Little.
Looking forward, The INKEY List plan to refine their segmentation and flows even further, using advanced analytics to boost conversions and retention. “As we grow, our goal is to stay ahead by constantly learning from our data and adapting our strategies to meet customer needs,” concludes Little.