One message for everyone
New customers, loyal customers and lapsed customers all get the same discount email.
Case study · Email and SMS · E-commerce
Turning first orders into repeat customers for a skincare brand
How we help an online skincare brand earn the second and third order, with journeys timed to when each product runs out.
- Business type
- E-commerce · independent skincare brand
- Service
- Email and SMS
- Starts with
- A free audit
Overview.
A first order is expensive to win with ads. The profit is in the orders that follow. This is how we build the email, SMS and WhatsApp journeys that bring a skincare customer back, in the brand’s own voice and with their consent.
The challenge.
Most small online brands send a welcome email and then a monthly newsletter to everyone. A customer who bought a cleanser hears nothing useful until it runs out, and then buys a supermarket brand instead.
Silence after the first order
No how-to-use guidance, no reminder when the product runs out, no reason to come back.
Discounts as the only lever
Constant offers train customers to wait for the next code, which erodes the margin.
Our approach.
Foundation first, in this order, so each step makes the next one work harder.
Journey map
Welcome, first-order follow-up, replenishment, win-back and VIP, each with one job.
Platform setup
Klaviyo or the brand’s existing platform, connected to the store, with clean data and consent recorded properly.
Copy in the brand’s voice
Helpful first: how to use the product, what to pair it with, when to reorder.
Segmentation
Messages based on what each customer bought and when, not one list for all.
SMS and WhatsApp
Short, timely messages for the moments that matter, only for customers who opted in.
What we built.
Journeys that run on their own and send the right message at the right time, so the team isn’t writing campaigns from scratch every week.
01
Replenishment reminders
Timed to each product’s typical lifespan, with a one-tap reorder link, so the customer never runs out.
02
Welcome and first-order series
The brand story, how to get the best results from the product, and answers to the questions customers usually email about.
03
Win-back for lapsed customers
A short sequence for customers who haven’t ordered in a while, asking what changed before reaching for a discount.
04
Consent-first sign-up
Sign-up forms that say exactly what customers will receive, with separate consent for SMS, as UK, EU and US rules require.
How we measure it.
These are the numbers in the monthly report, each measured against the baseline from the first audit.
- Repeat purchase rate within 90 days of a first order
- Revenue from email, SMS and WhatsApp as a share of total revenue
- Reorders from replenishment reminders
- Customers won back from the lapsed segment
- Unsubscribe and spam-complaint rates, kept low
Your project could be next.
Start with a free audit, then see exactly what we’d build and in what order.
Free audit firstNo obligationPlain-English results