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Email revenue grew while the store shrank

TEMPTU's email revenue grew 47.4% year over year in its first 90 days with us, while total store revenue fell 15.4%, and the list grew 393% with 6,273 new email and SMS subscribers.

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Three TEMPTU emails: new airbrush look, top 5 products and 3 reasonsTwo TEMPTU emails: Air Deluxe airbrush kit and camera-ready skin before and after
Case study

TEMPTU

TEMPTU's email revenue grew 47.4% year over year in its first 90 days with us, while total store revenue fell 15.4%, and the list grew 393% with 6,273 new email and SMS subscribers.

Duration
First 90 days
Focus
Email & SMS, Retention, Beauty

Services used

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YoY email revenue in 90 days
+47.4%
List growth in 90 days
+393%
New email + SMS subscribers in 90 days
6,273
Of revenue from email + SMS
41%

Overview

TEMPTU already had an email program, but retention made up a small share of revenue.

The challenge

The brand needed a dependable channel during a period when overall store revenue was down.

Solution & strategy

  • Optimised flows and campaigns across the customer lifecycle.
  • An SMS program built from zero.
  • A rebuilt sign-up strategy for both email and SMS.

Results achieved

Email grew 47.4% in a quarter when total store revenue fell 15.4%. By month six, email and SMS revenue was up 84%, and email's share of revenue had moved from 17.4% to 40–50% in most months. Figures are reported from the email and SMS platform (mainly Klaviyo) for the period stated.

  • Email revenue up 47.4% year over year in 90 days, while store revenue fell 15.4%.
  • List growth of 393% and 6,273 new email and SMS subscribers in 90 days.
  • By month six: email and SMS revenue up 84%; email's share of revenue from 17.4% to 40–50% in most months.

Proof & creative

Three TEMPTU emails: new airbrush look, top 5 products and 3 reasons
Campaign emails.
Two TEMPTU emails: Air Deluxe airbrush kit and camera-ready skin before and after
Product and education emails.
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