Data Capture & Welcome Series: Rae Morris

 About the client

Named after its founder, RAE MORRIS creates luxury brushes, makeup, and accessories for both professional makeup artists and enthusiasts. RAE MORRIS created the world’s first magnetic makeup brush range, ‘Jishaku’ — a game changer for the industry. Notably, Rae was the longest serving Makeup Director for L’Oreal Paris, and has worked on some of the world’s most famous faces, including Naomi Campbell, Kelly Rowland, and Dita Von Teese.

The opportunity

While RAE MORRIS had select email automations in place before working with REP., there was an opportunity to take these flows to the next level. We wanted to craft a Data Capture and Welcome Series that truly encapsulated the brand of RAE MORRIS, while connecting with customers through Rae’s voice better than ever before. Within the first 30 days of setting the flow live, we achieved significant results as outlined below.

Data Capture

Our goal for RAE MORRIS’ Data Capture series was to get quality leads, determine whether they were a professional makeup artist (for future marketing opportunities), and grow Rae’s SMS list. We achieved this through a three-stage targeting process for new visitors, returning visitors, and those who displayed exit intent. Starting with a non-incentivised form, the data capture strategy is designed to target visitors at different points in the initial stage of their buying journey. 

Rae Morris is one of the most influential makeup artists not only in Australia, but across the globe. Her expertise on makeup is valued so much so that her first book ‘Makeup, the Ultimate Guide’ became an instant best-seller. Knowing the value her audience sees in her expert advice, we weaved this into the Data Capture and Welcome Series strategy. As an added incentive to sign up, subscribers were promised four exclusive tips from Rae that aren’t available anywhere else. This was a key tactic in nurturing new subscribers and introducing them to RAE MORRIS’ luxury brush range.

Data Capture results

For RAE MORRIS’ Data Capture series, we saw the following results over a 30 day period (compared to the previous business-as-usual month):

• 103% increase in new email subscribers
• 1533% increase in new SMS subscribers
  

Over the 30 days, the three forms we implemented for RAE MORRIS achieved:

• Form 1: 1.90% submission rate (no discount associated with this form).
• Form 2: 3.34% submission rate (above peer median of 3.23% in the last 12 months).
• Form 3: 5.29% submission rate (above peer median of 3.23% in the last 12 months).

This set of Data Capture forms has consistently converted higher than RAE MORRIS’ previous popups. 

Welcome Series

The Welcome Series REP. crafted for RAE MORRIS focuses on giving new subscribers an in-depth introduction to the brand, and in particular, Rae. Unlike any other series, we left off the filter of ‘Placed Order zero times since entering the flow’. This was to ensure that all customers who signed up to the newsletter list received all of the exclusive makeup tips as promised. These tips were recorded by Rae as a demonstration of how to use her top four best-selling brushes. These videos aren’t available anywhere else — they are truly exclusive to new subscribers. The videos are hosted on the product page of the brush used in the tutorial, so once customers click out of the video they can easily purchase it. 

The Welcome Series focuses heavily on product education — as Rae says, “makeup is all about the brushes”. Along with the exclusive tips, this series includes: 

• Rae’s favourite brushes and how to use them
• Customer and celebrity reviews
• A selection of Rae’s iconic makeup looks and how to create them

This series has been carefully crafted to nurture new subscribers to their first purchase, providing curated, educational content to help guide and inspire, and ultimately helping them select their perfect brush/es.

Welcome Series results

In the first 30 days of the Welcome Series being live, we achieved outstanding results, including:

• 381% increase in total revenue
• 158% increase in conversion rate
• 26% increase in click rate

This translates to the following Klaviyo benchmarks:

• Click rate: 8.23% (peer average 5.13%)
• Placed order rate: 14.5% (peer average = 1.76%)

Contact us

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