About the client
Named after its founder, RAE MORRIS creates luxury brushes, makeup, and accessories for both professional makeup artists and those who just love makeup. RAE MORRIS created the world’s first magnetic makeup brushes, ‘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 Barbara Palvin.
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 emails that truly encapsulated the brand of RAE MORRIS, while connecting with customers through Rae’s voice better than ever before. These automations included the Welcome Series, Added to Cart Series, and Abandoned Checkout Series. Over a 30 day period, we achieved significant results as outlined below.
Welcome Series
The Welcome Series REP. crafted for RAE MORRIS focusses on giving new subscribers an in-depth introduction to the brand, and in particular, Rae. When signing up to the newsletter list, subscribers are promised exclusive tips from Rae that aren’t available anywhere else. This was a key tactic in nurturing new subscribers and introducing them to the brush range.
In the first 30 days of the flow being live, we achieved outstanding results, including:
- 381% increase in total revenue (compared to the previous Welcome Series)
- 158% increase in conversion rate
- 26% increase in click rate
Added to Cart Series
Prior to working with REP., RAE MORRIS was missing a key step in their customer journey — an Added to Cart Series. This series splits customers based on if they are a new or repeat customer, offering an incentive to first time purchasers while reminding other customers to complete their order.
The key results we saw for this series included the ‘excellent’ benchmark by Klaviyo for conversion rate, open rate, and click rate.
- 4.96% conversion rate | peer avg = 2.44%
- 62.1% open rate | peer avg = 44.6%
-
11.7% click rate | peer avg = 4.87%
Abandoned Checkout Series
The email and SMS automation REP. crafted for RAE MORRIS’ Abandoned Checkout series saw a 67% increase in total revenue compared to the old automation. We achieved this by putting personalisation at the forefront, using Rae’s top four selling brushes to educate customers.
- 14.3% conversion rate | peer avg = 2.44% (we achieved +200% from previous 30 days)
- 46% open rate | peer avg = 44.6% (+9.5% from previous 30 days)
- 11.9% click rate | peer avg = 4.87% (+36% increase)
Get in touch
If you’d like to improve your customer journey with strategic automations, please reach out at hello@rep-agency.co.
