How Femirena Boosted Email Marketing Revenue by 153% with Chronos Strategy
+153%
The total campaign performance
(compared to previous year)
+124%
Conversion rate (vs 2023)
+12.9%
Average order value
(Achieved in 2024)
The Story
Feminera is a German cosmetics brand specializing in high-quality skincare products designed to address aging issues and its impact on low self-esteem and confidence. Their product range includes anti-aging serums, creams, and cleansers. Feminera emphasizes cruelty-free practices, dermatologically tested, and safe ingredients formulation. They also emphasize that all of their products are manufactured in Germany, which attests to its quality and effectiveness.
In January 2023, Feminera signed a retainer contract with Chronos Agency intending to promote their products through effective email marketing efforts. Initially, Feminera’s overall Email Marketing Channel only contributes 7% in the store revenue.
In January 2023, Feminera signed a retainer contract with Chronos Agency intending to promote their products through effective email marketing efforts. Initially, Feminera’s overall Email Marketing Channel only contributes 7% in the store revenue.
At present, Feminera’s email marketing initiatives have significantly improved, accounting for up to 37% of total monthly revenue and even reaching as high as 48% during special occasions like Black Friday.
In the early stages of the partnership, email campaigns generated just 2% of total store revenue. By the end of 2023, campaign-attributed revenue had grown to an average of 9%. Recognizing this potential, Chronos focused on further improving revenue share through strategic interventions.
This case study outlines the key strategies that helped Feminera to maximize its email marketing potential.
The Progress
Segmentation
To optimize engagement and conversions, we implemented these segmentation strategies:
- Product-specific Segments:
Chronos created segments based on the customer’s web activities, specifically creating various segments related to their product interest in the online store. These product-specific segments are then used when sending product upsell/cross-sell email campaigns, ensuring the relevance of the emails we send to the interests of our recipients.
- Engagement Segments:
Based on subscribers’ behavior, these segments that are based on audience engagement over a particular period were created. Chronos ensured to target the most engaged customers when sending campaigns to help drive revenue.
Content Ideas Development:
In planning the content calendar for Feminera, Chronos has created different templates that will position Feminera as the brand where it wants to be: A leader in the anti-aging skincare industry, an expert, and a friend who will accompany its users on their skincare journey:
- Product on Spotlight– Features the top-selling product of the month
- What’s Trending– Features new and trending discoveries in the beauty industry
- Story of the Month– Features a user’s journey with Feminera Products
- Active Ingredients– Features a particular active ingredient used in the products and how it’s scientifically proven effective
- Skincare Technique– Features skincare techniques that recipients may do so that they would feel that Feminera is invested to accompanying them in their skincare journey
The Outcome
By the end of 2024, the total campaign performance for Feminera saw an impressive increase of 153.3% compared to the previous year. This growth is a testament to the significant impact of Chronos since taking over the brand’s email marketing efforts. With these strategic improvements, campaigns saw remarkable progress in revenue generation as well as conversion.
As per data, campaign attribution has an average of 15% on a month-over-month basis, which plays a major role in the email marketing efforts of Feminera. Campaigns became one of the primary drivers of Feminera’s overall growth.
Conversion rate increased by 124.4% versus 2023. In terms of average order value, an increase of 12.9% has been achieved in 2024. These data show how effective the email campaigns have been in terms of revenue generation.
As per engagement, data shows that the intervention made during 2024 has helped Feminera to attain a 5.9% increase in Open Rates and a 13.3% increase in Click Rates. This demonstrates the success of correct segmentation, engaging content, and optimized emails.
These improvements collectively showcase how Feminera’s email campaigns have strengthened customer interaction and contributed to the continued growth of the company.
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The Progress
The Results
+153%
The total campaign performance
(compared to previous year)
+124%
Conversion rate
(vs 2023)
+12.9%
Average order value
(Achieved in 2024)
Summary
Feminera, a German skincare brand, partnered with Chronos Agency to revamp its email marketing strategy. Through advanced segmentation, personalized content, and consistent engagement, email revenue grew from 7% to as high as 48% during peak periods. Overall campaign revenue increased by 153%, with notable improvements in conversion rates and customer engagement.
Key Takeaways
Based on the performance improvements in Feminera’s email marketing campaigns, the following recommendations can help sustain and improve its performance:
- Enhance Personalization and Segmentation: Leverage on personalization to deliver more tailored content based on customer preferences, browsing behavior. Implement more personalized segmentation to create highly targeted email campaigns, ensuring relevance and improved engagement. (E.g. Buyers and Non-Buyers)
- Implement a regular schedule for email content: Implement on a consistent and fixed schedule for each campaign to be sent. This is to make recipients excited about the next content they will receive. (e.g monday emails are solo emails, saturday emails are weekly recaps)
- Integrate a blog-style email: Publish blog-style content to build stronger relationships with the recipients, and to increase engagement as well. This type of content will position Feminera as the expert in the industry.
With these recommendations, Feminera can boost engagement, conversions, and revenue growth in 2025 and beyond.
