How Chronos Agency Helped Kiyoko Beauty 3.4X Their Email Revenue During BFCM 2024
3.4x
Increase in owned revenue
vs. BFCM 2023
43.31%
Email Accounted for of total store revenue during the BFCM window
(Nov 4–30, 2024)
2.4x
Increase in total store revenue YoY
The Story
Kiyoko Beauty is a fast-growing skincare and beauty brand that curates the finest Asian beauty products, from cult-favorite sunscreens to everyday glow essentials. With a loyal and growing customer base, Kiyoko is known for its effective formulations and thoughtful aesthetic, and when it came to scaling retention, they knew email was the secret weapon.
In November 2024, Kiyoko partnered with Chronos Agency to supercharge their email marketing just in time for the Black Friday & Cyber Monday (BFCM) madness. With a focus on segmentation, optimized flows, and beautifully branded campaigns, Chronos helped Kiyoko more than triple their owned revenue and take full control of their BFCM results.
Key Results
- 343% increase in owned revenue vs. BFCM 2023
- 120% increase in owned revenue vs previous period
- Email Accounted for 43.31% of total store revenue during the BFCM window (Nov 4–30, 2024)
- Campaigns made up 71.6% of Klaviyo revenue
- Flows generated made up 28.4% of Klaviyo revenue
- Total store revenue during increased 240% YoY
- Optimized mobile and desktop pop-ups for BFCM acquisition: Desktop (4.8%) and Mobile (4.1%).
The Solution and What We Did
1. Revamp flows
Revamped all of their flows to BFCM theme, added information about the offer, so subscribers are aware at all stages of the customer journey.
Setup flows that were completely revamped with the updated Kiyoko branding and latest designs, for Welcome, Abandoned Cart, Browse and Site Abandonment, and Post Purchase flows.
2. Implemented a resend strategy
We implemented a resend strategy targeting non-buyers and non-openers to improve visibility and conversions without overwhelming the list. These resends were adjusted with new subject lines, timing, and content emphasis to re-engage passive users.
3. Spilt content between promotional and educational sends
Content was deliberately split between promotional and educational sends to balance value with urgency. The goal was to ensure key promos weren’t missed, re-engage subscribers who showed low intent, and maintain healthy engagement without fatigue.
4. Comprehensive content plan
Developed a comprehensive content plan that included emails every 2 days
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The Results
3.4x
Increase in owned revenue
vs. BFCM 2023
43.31%
Email Accounted for of total store revenue during the BFCM window
(Nov 4–30, 2024)
2.4x
Increase in total store revenue YoY
Summary
Chronos Agency partnered with Kiyoko Beauty to elevate their email marketing strategy ahead of Black Friday & Cyber Monday 2024. By revamping flows, enhancing segmentation, and crafting a targeted content strategy, Chronos helped Kiyoko achieve a 343% increase in email-driven revenue compared to BFCM 2023, with email contributing to over 43% of total store revenue during the promotional period.
Key Takeaways
- Segmentation Drives Results: Targeted segmentation ensured emails reached the right audiences, leading to stronger engagement and higher conversions.
- Resend Strategy Boosts Visibility: Thoughtful resends to non-buyers and non-openers with modified content increased reach without email fatigue.
- Branded, Themed Flows Matter: Updating automations with fresh BFCM themes and consistent branding helped enhance the customer journey and drive purchases.
- Balanced Content = Sustained Engagement: A mix of promotional and educational emails maintained interest while encouraging conversions throughout the campaign.
