How Kiyoko Beauty Boosted Email Revenue by 68% in 5 Months
+68%
In email campaign revenue
+55%
Increased in email campaign revenue
+43%
Increased in orders placed
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 late 2024, Kiyoko Beauty made a strategic shift by partnering with Chronos Agency to elevate their retention marketing. What followed was a massive transformation in both campaign and flow performance not only during BFCM, but consistently over the next 5 months.
The Strategy
Chronos took full ownership of Kiyoko’s email strategy, implementing high-performing flows and a refined campaign structure. The results speak for themselves with flows and campaigns seeing up to 2x growth across key metrics.
Tangible Wins Over 5 Months
💸 Flows (Automations)
- Revenue grew by +55%
- Placed orders increased by +43%
- Average open rate improved by +128%
- Click-through rate doubled, up +103%
📨 Campaigns
- Revenue jumped +68%
- Orders rose by +57%
- Open rates climbed +36%, reaching over 49% average
- Click rates slightly dropped (-23%) — offset by volume and improved conversion
The Approach
1. Revamped all flows
Revamped all of their flows with Chronos’ designed flows by implementing clear font hierarchies, CTA placements, image and copy placements.
2. Added few new flows
Added Browse Abandon, Site Abandon, Viewed Collection, and Added to Cart Flows.
3. Integrated design-driven campaign content
Integrated design-driven campaign content with VIP offers, urgency, and balance between promo and educational content.
4. Smart segmentation using behavioral data and predictive analytics
Introduced smart segmentation using behavioral data and predictive analytics like site visitors who didn’t purchase, people visiting specific brand pages, to target high intent prospects.
5. A/B testing
Conducted multiple A|B tests to test hypotheses to improve open rates, click rates, and email signups, the tests included subject line personalization, send time, and Content placement in emails.
6. Improved timing and frequency of sends
Improved timing and frequency of sends to balance inbox presence and deliverability
7. Tracked KPIs weekly
Tracked KPIs weekly, enabling agile changes based on live performance data
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The Results
+68%
In email campaign revenue
+55%
Increased in email campaign revenue
+43%
Increased in orders placed
Summary
Kiyoko Beauty, a rapidly growing skincare brand known for Asian beauty staples, partnered with Chronos Agency in late 2024 to transform their email retention strategy. Over a five-month period, Chronos revamped Kiyoko’s entire email marketing system, introducing new flows, advanced segmentation, and optimized campaign designs.
The impact was significant: email flows saw a 55% revenue increase and campaigns delivered a 68% boost. Open rates doubled across flows, and orders rose sharply for both flows and campaigns. Through refined targeting, continuous testing, and strategic content, Chronos helped Kiyoko convert loyal fans into high-value repeat buyers.
Key Takeaways
- Full-funnel automation with tailored flows (like Site Abandon and Added to Cart) significantly improves conversion and retention.
- A/B testing of subject lines, content, and timing is essential for ongoing optimization.
- Design and layout strategy (e.g. clear CTAs and visual hierarchy) directly impact email engagement and revenue.
- Agile, data-driven adjustments based on weekly KPI tracking enable fast performance improvements.
- Behavioral segmentation using predictive data effectively targets high-intent users and drives performance.
