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A 260% Increase in Sales for an Online Beauty Shop

A 260% Increase in Sales for an Online Beauty Shop

Our client is an online beauty shop. When we started working with the shop, they already had several types of triggered emails: abandoned cart, abandoned browse, and product recommendation emails. The company wanted to relaunch promotional email campaigns to increase email revenue. Let us tell you how we helped the shop increase their sales by 260%!

1. We Set Up the Lead Capture System

To grow the email list, we activated a pop-up form on the website offering a 10% off coupon:

An email subscription pop-up for beauty industry

~2500 subscribers per month got collected via a pop-up

5,6% of visitors converted into subscribers

2. We Launched a Welcome Email Series

When a person subscribed to the newsletter, it triggered the following email sequence:

  • Subscription.
  • Subscription confirmation (Double-Opt-In) → the user got a discount.
  • No subscription confirmation → the user didn't receive any more emails.
  • The subscriber used the discount → received a thank you email and an email about new products.
  • The subscriber didn't use the discount → received a reminder.
  • The subscriber was invited to join the loyalty program.
A welcome email series for an online beauty shop

Subscribers received the following email.

The emails contained dynamic content: new products and the latest offers were uploaded from the website.

3. We Launched Promotional Email Campaigns

We sent promotional emails twice a week. They told the subscribers about new products, offers, and discounts.

4. We Sent Curated Content Emails

Once a week, the subscribers received an email with advice from a beauty expert. The purpose of the campaigns was to give the subscribers useful content without promoting certain products. Unfortunately, they brought 5-6 times less revenue than promotional campaigns, so we stopped sending them.

5. We Launched Triggered Emails

The shop already had several triggered campaigns (for example, abandoned cart emails) when we started working on the project.

Segment-Based Email Campaigns

Every time a customer entered a new loyalty level (spent a certain amount of money), they got an email telling them their discount had increased.

A triggered email template for an online beauty store

Emails for Regular Customers

Regular customers who spent a certain amount of money on the products received a coupon for 7% off.

Reactivation Email Campaigns

We tested two reactivation emails to see which would work better.

The first email turned out to be more effective, so we decided to go with it. It helped us reactivate 2% of the inactive subscribers. The email was sent when the subscriber didn't open emails within 90 days.


After 5 months of working with the beauty shop, we saw a 260% increase in the revenue from the email channel.

A scheme showing month by month revenue from the email channel


We managed to achieve such results by combining triggered, welcome, and promotional emails.

+260% increase in sales of the online shop

2% of passive subscribers were reactivated

80% Open Rate

Andrey Blagov
Leading CRM Marketer
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