esmi Skin Minerals drives over 50% of total online revenue with Klaviyo email and SMS

esmi Skin Minerals is on a mission to help as many people as possible address their unique skin concerns with Australia-made, cruelty-free products packed with clean ingredients.

Over the past decade, the brand has scaled from selling one signature product to selling over 200 products across 6 product categories globally.

Learn why esmi Skin Minerals switched from Emarsys to Klaviyo

Challenge

Emarsys was holding esmi Skin Minerals back.

The email marketing platform offered limited functionality, especially when it came to fast, accurate segmentation.

Customer data was patchy and incomplete. And because the esmi team was also running email and SMS in two separate platforms, they spent hours manually exporting, tagging, and re-uploading customer data.

“When it’s not done in the right way, SMS marketing can feel invasive,” says Carlie Campbell, CRM marketing coordinator at esmi Skin Minerals. “We have to make sure we’re delivering personalised messages at the right place and right time. Relevance is key to inspiring customer loyalty and retention.”

To do that, esmi Skin Minerals needed a new marketing platform.

Solution

esmi Skin Minerals switched to Klaviyo email and SMS in 2021.

Unlike Emarsys, Klaviyo empowers esmi Skin Minerals to build and store detailed customer profiles by capturing everything from email and SMS engagement data to purchase history—all of which updates in real time.

Klaviyo’s advanced segmentation tools allow the team to deliver hyper-personalised messages, from addressing specific skin concerns to handy repurchasing reminders based on the time since a customer’s last order.

“Looking after our existing customers is a big focus for us as they generate 80-85% of our revenue,” Campbell explains. “With Klaviyo, we’re able to really tailor and personalise communications to inspire loyalty and repeat purchases from our existing customer base.”

Looking after our existing customers is a big focus for us as they generate 80-85% of our revenue. With Klaviyo, we’re able to really tailor and personalise communications to inspire loyalty and repeat purchases from our existing customer base.

Strategy

With Klaviyo, esmi Skin Minerals achieved 45% customer retention rate and implemented a retention-focused marketing strategy by:

• Prioritising personalisation from the moment of sign-up. esmi Skin Minerals uses interactive skin quizzes as an effective acquisition tool, and follows up with automated personalised resources based on quiz responses.
• Curating a series of advanced replenishment flows that align with a subscriber’s unique place within the customer journey. Over time, messaging evolves from simple how-to guides for new customers to time-sensitive SMS reordering reminders and discount codes for seasoned shoppers.
• Tapping into strategic support from their dedicated Klaviyo customer success manager to improve results and campaign performance over time. Following a recent monthly check-in meeting, the esmi team incorporated segmentation tracks to tailor communications even more deeply, based on the lifecycle of a customer and their level of engagement.

“With such a big product portfolio serving a diverse range of unique skin concerns, personalisation at scale is super important for us,” says Luke Traini, CEO of esmi Skin Minerals. “That’s why Klaviyo has been so central to our success.”

With such a big product portfolio serving a diverse range of unique skin concerns, personalisation at scale is super important for us. That’s why Klaviyo has been so central to our success.