About the client
RAE MORRIS is an iconic Australian brand named after its founder, world renowned makeup artist and former Makeup Director of L’Oreal Paris. To Rae, makeup is all about the brushes. In 2012 she launched her world-first magnetic brush range, Jishaku. These brushes can stand upright on any surface, and paired with the custom designed magnetic ‘Rae Frame’, they change the makeup game. The Jishaku range is made using traditional Japanese brush making techniques, paired with Rae’s modern designs, creating the ultimate makeup brush range.
The opportunity
In early 2024, Rae Morris teased her exclusive, limited edition Pro Travel Brush Set. This set is a world first collaboration between Rae and talented Japanese Brush Master, Yoshiki. Featuring 10 travel-sized brushes including five brand new designs, this stunning set comes complete with a reversible travel case and custom ‘Rae Frame’. The RAE MORRIS x Yoshiki Pro Travel Brush Set is truly special, with strictly limited sets available.
Given the exclusive nature of the product, the set needed to be strategically rolled out. This presented the opportunity for RAE MORRIS to work with REP. to create an email marketing strategy to successfully launch the Pro Travel Brush Set.
Actions taken
RAE MORRIS has described the Pro Travel Brush Set as the ‘highlight of her brush journey’. This meant that launching the limited edition set to her dedicated customer base needed to be thoughtful. We wanted Rae’s most loyal customers to gain first access to the presale, while ensuring her engaged subscribers were given the opportunity to shop before the set publicly launched. We achieved this with a series of tactics, including behavioural-based segmentation, data capture forms, email and SMS campaigns.
The first part of our strategy was to create a sense of hype among newsletter subscribers. We achieved this through an email campaign that introduced the Pro Travel Brush Set and the story behind it, while emphasising its exclusivity. This email also prompted email subscribers to sign up for SMS so they would be alerted as soon as their preorder access went live.
The first part of our strategy was to create a sense of hype among newsletter subscribers. We achieved this through an email campaign that introduced the Pro Travel Brush Set and the story behind it, while emphasising its exclusivity. This email also prompted email subscribers to sign up for SMS so they would be alerted as soon as their preorder access went live.
Next, we implemented a Data Capture form on the website giving current customers, as well as new visitors, the opportunity to sign up to the pre-sale list. This was a two-step form with SMS consent collected on the second screen. This was implemented to increase SMS engagement, highlighting the importance of signing up to SMS to be alerted as soon as presale access went live.
As stock for the set was strictly limited, we crafted a strategy that saw Rae’s most loyal customers gain first access to the presale. Rae’s top 500 customers were added to a segment, and this group were sent an email and SMS campaign with all CTAs linked to a hidden product page onsite where they could pre-order the set. Alerting Rae’s top 500 customers before anyone else in the database helped us further establish the exclusivity of the product.
As there was a limited number of sets available in the presale we had to plan two scenarios. First, if the set sold out, customers were to be shown a form on the product page prompting them to sign up to be on the list for the next presale. If the presale did not sell out, we planned to resend the campaign to the customers in the top 500 VIP group who had not placed an order. In this instance, the first round sold out, so anyone accessing the hidden product page were shown a pop-up to sign up for first access to the next drop.
As there was a limited number of sets available in the presale we had to plan two scenarios. First, if the set sold out, customers were to be shown a form on the product page prompting them to sign up to be on the list for the next presale. If the presale did not sell out, we planned to resend the campaign to the customers in the top 500 VIP group who had not placed an order. In this instance, the first round sold out, so anyone accessing the hidden product page were shown a pop-up to sign up for first access to the next drop.
The next group to receive access to the following presale round were those who signed up to the initial hype popup and the presale pop-up on the hidden product page. If they opted in to email, they were sent the email campaign. If they opted in to SMS, they received both the email and SMS campaign. This tactic helped us to convey the exclusivity surrounding the set, and urge this customer group to purchase the set in the final pre order round.
Once the Pro Travel Brush Set was officially available to order (i.e. no longer on presale) email and SMS subscribers were notified. We included messaging of exclusivity surrounding the limited edition product, helping to create further hype around the product.
Once the Pro Travel Brush Set was officially available to order (i.e. no longer on presale) email and SMS subscribers were notified. We included messaging of exclusivity surrounding the limited edition product, helping to create further hype around the product.
Lastly, the set was released for public purchase. This meant those who weren’t email subscribers could readily shop the Pro Travel Brush Set from the product page that was no longer hidden. To create a sense of urgency among Rae’s existing customers, we crafted one last email campaign. This campaign was designed to urge customers who were on the fence to purchase the set before it sold out. As the set is limited edition, we communicated to customers that once the Pro Travel Brush Set was sold out, it would not be returning.
Results
The launch of the RAE MORRIS x Yoshiki Pro Travel Brush Set was successful, with great engagement rates from the VIP customer group, including:
- Open rate: 63%
- Click rate: 18.4%
- Placed order rate: 1.7%
- Revenue per recipient: $23.28
The success of this campaign series as a whole saw ROI hit 16X.
From the client
“We brought in REP. for our recent Klaviyo campaign and it was a fantastic experience. Georgia, Simon and the entire REP. team, with their Klaviyo expertise, delivered a strategy that not only met but exceeded our expectations, showing clear and measurable results. Their professionalism and in-depth knowledge were evident throughout at all levels... strategy, design, execution, and analysis.
REP. were incredibly flexible and quick to adapt to our needs and the priorities of the campaign, making the whole process smooth and stress-free. Impressed by the results of this campaign, we’ve already enlisted them for more projects. There is so much more to Klaviyo than is possible to figure out part-time... so I'd highly recommend REP. to optimise your use of these extremely powerful business tools.” – Jim Cornish, Director of Rae Morris.
REP. were incredibly flexible and quick to adapt to our needs and the priorities of the campaign, making the whole process smooth and stress-free. Impressed by the results of this campaign, we’ve already enlisted them for more projects. There is so much more to Klaviyo than is possible to figure out part-time... so I'd highly recommend REP. to optimise your use of these extremely powerful business tools.” – Jim Cornish, Director of Rae Morris.
Conclusion
When it comes to launching exclusive products or collections, a strategy that differs from the stock standard plan is required in order to create hype and engagement. In total, our email marketing strategy for the launch of the RAE MORRIS X Yoshiki Pro Travel Brush Set included a ten-part email campaign series, three well-timed SMS, and three popups.
If you are looking to take your email and SMS marketing strategy to the next level, get in touch with the team at rep by email us at hello@rep-agency.co. Our experienced team is ready to work with you to capture new subscriber information, encourage conversion, and improve repeat purchase rates.
If you are looking to take your email and SMS marketing strategy to the next level, get in touch with the team at rep by email us at hello@rep-agency.co. Our experienced team is ready to work with you to capture new subscriber information, encourage conversion, and improve repeat purchase rates.
