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
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.

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.

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.

Results
- 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
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
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.