This beauty brand doubled their text messages and tripled their SMS revenue

Laura Geller makes makeup and skincare products for mature skin. Created by celebrated New York makeup artist Laura Geller, the brand caters to women over 40 with pioneering products like the Spackle Skin Perfecting Primer—one of the first primers on the market—and a bestselling “baked” foundation, a natural-looking product that has sold more than 7 million units.

Laura Geller had their email and SMS marketing split across two platforms, which made it hard to manage overall send frequency and create a cohesive customer experience.

It was time to consolidate email and SMS marketing in one user-friendly marketing platform that could help them achieve their goals.

Prove a high-volume message strategy works

Laura Geller ramped up SMS volume for their most engaged subscribers nearly 2x, from 4 to 7 sends a week. 

Then, they ran a 30-day holdout test to evaluate the impact of this higher-volume approach where they split customers into 4 cohorts that received varying volumes of email and SMS messages. 

After the test, which wouldn’t be possible with email and SMS on two separate platforms, they found that sending the full volume of email and SMS drove the best profitability and revenue results by far, across almost all of their 12+ customer segments. In their first year with Klaviyo SMS, strategies like these contributed to 3.9x growth in SMS revenue per quarter.

“Klaviyo was advancing as we were advancing,” says Katherine Cabe, senior director of retention at AS Beauty Group. “We saw a readiness to build new features, and it was large and dependable enough to support our growing business.”

Get similar results 

Your business can test your way to higher-converting email and SMS messages, too. Here’s how:

• Read the full Laura Geller x Klaviyo case study 
• Learn how to grow faster with email and SMS