Clip-In Hair Extensions

How we grew this clip-in hair extension brand from $250k/mo in email & SMS revenue to $1.2M/mo.

Problem

This beauty brand was

• Under utilizing their existing database of ~1.3+ million email addresses
• Not growing their email list
• Not running any SMS marketing or collecting phone numbers
• Losing out on heaps of potential revenue without regular content and strong automations

Solution

Focus on list growth

We implemented a variety of strategies to increase this client’s email list through opt-in units, leveraging their social media following, and with advanced identity resolution.

The bigger a list is, the higher it’s revenue potential.

Add SMS marketing

For this brand, adding SMS marketing was an immediate and massive addition to total revenue.

We were able to rapidly leverage their web traffic and existing email database into 100,000+ SMS subscribers.

After about 6 months of consistent growth and great content, the new SMS channel was contributing nearly half a million dollars per month to the bottom line.

Rigorous testing

We tested a variety of different variable to discover key optimizations:

• Offers
• Subject lines
• Email content
• Content frequency
• Content structure
• Promotional message cadence
• Number of messages and time between messages in automations

Simple changes we made to core automations led to incremental improvements that ultimately resulted in huge returns.

Cross-channel learnings

We coordinated with our marketing counterparts to discover and adapt learnings from other areas. This included:

• Digital advertising
• Influencer marketing
• Organic social
• Website CRO

By keeping open lines of communication and identifying creative adaptations of learnings, we were able to accelerate aggregate growth.

Audience segmentation

We structured a variety of different segments that enabled us to target prospects and customers reliably with compelling messages.

• New prospects
• New customers
• Repeat customers
• Various engagement segments (email engagement, SMS engagement, and site engagement)

By creating messaging based on purchase status and purchase intent, we were able to create leverage on top of our list growth and retention strategies.

Outcome

A 4.8X increase in email & SMS revenue from $250k per month to $1.2 million per month.

We doubled this brand's email and SMS revenue 2 years in a row.

• In 2020, they generated $2.25M in email revenue
• In 2021, we took over and generated $5.4M in email and SMS revenue
• In 2022, we continued improving their strategy and growing their lists, earning the brand $12.9M