Beauty Brand’s Consistent 50% Email Revenue Share

Consistent 50% Email Revenue Share

Learn how we helped a niche beauty brand smash that milestone by reading our full case study

A particular niche ecommerce beauty brand had a mission to empower women all over the world. They aim to bring beauty and build confidence with their products. The brand offers budget-friendly, vegan and cruelty-free nail polish materials and accessories.


A niche eCommerce beauty brand approached us with the hopes of creating a solid revenue-generating email marketing strategy. This brand specializes in empowering women around the world by delivering beauty and confidence through their products.


To fully realize that goal, they needed an effective email marketing framework. However, it was within this plan where they noticed some critical wrinkles that needed ironing out.

The Problem

Our client was suffering from low conversions generated from their existing marketing funnel framework. A low conversion rate could mean that regardless of high traffic flow to your online store website, you’re only making a fraction of sales or returns from all those people.

Aside from low conversions, their open rates were at a low 9% while their revenue from their automated email flows was only peaking at 6%. For perspective, the benchmark for email revenue share eCommerce brands should be aiming for is 30%.

We traced these problems to the following causes:

1. The Beauty Brand Only had Basic Flows in Place

Along with only having basic flows, these flows weren’t optimized according to available data. The lack of advanced flows also meant they weren’t able to effectively address customers’ needs who are in varying stages of the customer journey.

2. There was Zero Campaign Strategy

In other words, they weren’t sending out any campaigns—revealing a huge gap in their revenue flow.

3. Lack of Best Segmentation Practices

With only the basic flows set up and no campaign activity, our client wasn’t able to utilize the potential growth that would stem from targeting various segments.

The Solutions

Despite their issues, all it took was the formulation of the right strategies centered around available data. Implementing a data-driven strategy was this brand’s key to zero in on their pain points and accurately optimize their email marketing strategies to effectively address them.


What kind of data did we base this data-driven strategy on? One of the most important and crucial types of data to an eCommerce brand is customer data. It’s knowing the preferences, online behavior, and lifestyle of your customer base that gives you the best insight as to how you can best cater your email marketing to your target customers.

The Strategy

1. Implementing and Optimizing Advanced Flows

As we mentioned earlier, only having basic flows in place meant they were missing out on potential revenue streams from customers at varying stages of the customer journey. They were generating only 6% from email flows—then the typical average would be 10%. Here’s a breakdown of how we implemented this action:

a. Created advanced flows to ensure all touchpoints were covered

By catering to customers throughout the customer journey, our client would be able to put their products in front of a broader range of their customers, regardless if these customers were new, existing, or highly engaged.

b. Optimized the existing flows to align with our email strategy framework

Optimizing their flows included using our tried and tested subject lines and designs, as well as ensuring that the flows were always consistent with each rebranding initiative of the brand. This included adding more cross-sell opportunities within the existing flows to increase purchase openings.

c. Intensive and regular AB testing for consistent fine-tuning

This is where customer data plays a large part into the whole email marketing framework. One of the tests we did based on customer preferences was which visual media formats they preferred (GIFs vs. Static images and Long vs. Short Hero Images).

2. Leveraging Content for Campaign Creation to Drive Engagement and CLTV Increase

To help our client strengthen their relationship with their tribe, we crafted a content calendar with the aim of nurturing and engaging their current contact list. Here’s a quick breakdown of what we did:

a. We created on-brand email templates that helped make our client a household brand in customers’ inboxes.

b. We sent campaigns on a regular basis using a mix of social content, user-generated content, and product upsells. This helped keep their customer base engaged.

c. We really leveraged the existing content that they already had. This included reviews from their buyers, aside from the usual user-generated content and social proof.

3. List Utilization and Segmentation for Maximum Personalization

Using our Chronos standard segments, we were able to strategically target engaged subscribers and slowly increase their sending size over time. At the same time, creating segments that focused on the level of engagement of subscribers had animpact on improving overall deliverability.

The Results


Email Revenue from Flows


Increase in Open Rates



Forchics’ 7-Figure Email Revenue

Forchics' 7-Figure Email Revenue

The eCommerce beauty brand ForChics approached us intending to forge a strong brand identity and generating at least 10%-15% in email revenue.

Not only did we help them boost their customer engagement using effective branding strategies, but we also helped ForChics generate way more in email revenue than what they initially aimed for—blowing their expectations right out of the water!


ForChics is an eCommerce beauty brand whose goal is to deliver confidence and empowerment through their sustainable and cruelty-free cosmetic products. To aid them on their journey, they needed to foster a healthy brand image and forge strong and long-lasting customer relationships.


Email marketing was the way to go to achieve such a feat. And for that, they approached Chronos Agency.

The Problem

They were underutilizing their email marketing—their current framework at the time only contributing 5% of their store’s overall revenue. To put into perspective, 30% is the ideal email revenue share benchmark eCommerce stores should be striving for.

Aside from low email revenue, their open rates were only clocking in at 10%. We traced these issues to the following kinks in their existing framework:


  1. Repeat purchases were low because they were pushing products that didn’t attract purchases. Thus, they were not playing into what their customers wanted.

  2. Email Flows were severely underutilized, leading to them missing out on potential opportunities for sales along different touchpoints of the customer journey.

  3. They were only using Klaviyo templates. Since these were mostly preset designs and not personalized according to their branding, these basic templates weren’t helping with ForChics’ brand image at all.

The Solutions

We opted for a more data-driven email marketing strategy to help them get more than the bare minimum that basic flows and templates can bring them. From our rich library of best email practices we internalized from 3 years of experience, we came up with 3 major strategies to help ForChics pave way for their success path:


  1. Overhaul of flows to leverage on recurring revenue from automation

  2. Drill down on customer preferences and buyer behavior to help them focus on boosting revenue and AOV

  3. Optimizing flows and campaigns for opens and clickthroughs to increase repeat customer rates

The Strategy

1. Apply Diverse Segmentation

This is to help ForChics improve their open rates and deliverability by making sure that each of their segments received emails that were relevant to them.

We applied advanced segmentation strategies that combined email and website engagement metrics. By sending to engaged people who opened or clicked the emails, we were sending to people who wanted to receive the emails and would most likely open them.

Another thing we did was add in the Exclusion segments to remove those who were unengaged with the emails. Through implementing targeted segmentation, we saw an increase in open rates from a meager 10% to over 20%.

2. Optimize their Flows and Campaigns

Revamping their existing flows as well as creating other advanced flows helped us bridge the gap to additional revenue streams for their store. Here’s a quick rundown of what we did:

a. We optimized their existing flows by conducting AB Tests to get ideas on customer preferences and behavior. Sample AB tests included ‘discount vs. no discount’ and ‘text-based vs. HTML’.

b. Added emails in their pre-purchase and post-purchase flows to include cross-selling of the best sellers. This helped to build excitement, remove buyers’ remorse, and create additional revenue drivers.

c. Created advanced flows to cater to various segments and scenarios. These include the Replenishment Flow, New and Repeat customer flow, VIP flow, and Customer Winback Flow.

3. Rebrand and Revamp their Email Design

Their email marketing channel had to reflect the brand’s changes at the same time to create consistency and a seamless customer experience.

So to help with Forchics’ goal of establishing a strong brand identity, we helped them implement a more consistent strategy across their different channels—including email marketing.

We also took note of which of their products were generating the most sales. Doing this helped us design their emails to focus on those products specifically to motivate subscribers to make a purchase.

4. Implement List Utilization

We applied our homegrown List Utilization strategy to increase the store’s total revenue and customer lifetime value. This involved increasing the sending segments for campaigns by sending to more people who had recent activity. From sending 1.1M emails, we started sending out 2.2 M emails.

We did this by adding segments of those who placed an order twice, subscribed to their newsletter, or those who placed an order at least once in the last 45 days. This showed an effective increase in the value that ForChics got from their email list because the number of people engaging with their emails was going up.

The Results


Open Rates


Increase in Campaign Revenue


in Email Revenue Share

Sommer Ray Shop’s 65% Email Revenue Boost

Sommer Ray Shop's 65% Email Revenue Boost

What started as a simple request to retool their automated email marketing system developed into a harrowing discovery of a deadly case of the “spray and pray” email approach. This approach led to the steady decay of Sommer Ray’s Shop’s open rates and brand reputation.

With the help of Chronos Agency, Sommer Ray’s Shop was able to identify the problem before it was too late. The two then worked together to finally solve the problem using email best practices and a solid data-driven email strategy.


The eCommerce women’s apparel store Sommer Ray’s Shop needed to drive their engagement and revenue. This meant they needed to retool their automated email marketing framework—that’s when they decided to partner with Chronos Agency.

The Problem

After digging around their existing framework at the time, we discovered they were relying on the “spray and pray” approach when it came to their email marketing.

This resulted in low open rates and diminished brand reputation, despite the brand recognition of model and influencer Sommer Ray herself and the store’s high-quality products.

Specifically, their spraying and praying resulted in the following problems:

1. Low Open and Conversion Rates
2. Unidentified Email Strategy
3. No Segmentation or Nurture Strategy

The Solutions

The best remedy for “spray and pray”? We helped Sommer Ray’s Shop implement the best email practices and regularly refined their framework until all the bad dirty oil is washed out of their system.


We did this by curating relevant content and offers that appealed to their email lists—encouraging their customers to engage more with Sommer Ray’s Shop. You can sum this up as improving the customer experience.

The Strategy

Our strategy can be broken down into two major actionables: list segmentation and listening to data.

For the segmentation part, we segmented Sommer Ray’s Shop’s lists into the following segments:

a. Product Type

b. Product Lifecycle

c. Level of Engagement

This way, we’re able to zero in on each segment’s data allowing us to deliver tailored messaging and content to each segment.

To top it all off, we used the Klaviyo predictive analytics tool to help Sommer Ray’s Shop refine the timing of their email sequences to maximize customer interest. This allowed Sommer Ray’s Shop to deliver timely email offers to recipients—making them more likely to convert.

The Results


Increase in total Email Revenue


Increase in Automated Email Revenue


Increase in Email Campaign Revenue


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