Freshly Cosmetics drives 136% revenue increase with targeted post-purchase flow

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Freshly Cosmetics, renowned for its commitment to skincare through 99% natural formulas and proven effectiveness, transformed its post-purchase email flow to meet customers at each unique stage of their journey. 

This customer-centric approach, which won Freshly the Best post-purchase flow award at The Klicks 2024, delivers relevant, actionable information to each buyer segment—from first-time buyers to loyal, repeat customers.

*All stats courtesy of Freshly Cosmetics

Learn how Freshly used personalised post-purchase flows to boost engagement and conversions

Objectives

With their flow targeted to customers who have already made a purchase, Freshly aimed to:

• Tailoring the post-purchase experience based on how many times a customer has bought a product
• Increase repeat purchase rates by segmenting based on purchase frequency and habits.
• Build loyalty by encouraging new customers to explore a wider product range and join the loyalty program.

Strategy

The team used detailed customer insights to design a tailored post-purchase flow based on the customer’s history:

• Identify key segments: By analysing Klaviyo profiles, Freshly identified patterns among first-time and repeat buyers. This allowed them to create specific journeys tailored to the needs of several high-priority cohorts: first-timers seeking products for specific needs such as acne, hair loss, among others, repeat buyers with consistent AOV patterns, and VIP customers.
• Personalised content: The flow starts with a thank-you email and a spotlight on Freshly’s values. Follow-up emails are tailored by purchase stage, recommending best-sellers, inviting customers to try new product categories, and offering content like skincare tips and makeup advice. Repeat buyers receive cross-selling recommendations based on their recent purchases.
• Product-specific guidance: In addition to the main flow, Freshly added a separate transactional flow that provides tips for the specific product purchased, covering topics like best practices for application and maximising product benefits.

Results

The new post-purchase flow delivered impressive results for Freshly Cosmetics, significantly boosting engagement and revenue. Click-through rates rose to 5.7%, a 140% improvement, and the placed order rate grew by 153%. Overall, this strategy translated to a remarkable 136% increase in revenue.  

The dedicated transactional product information flow also drove meaningful engagement and conversions. This flow achieved a 44.5% open rate and a 2.81% click rate, generating over €10,000 in revenue despite being primarily informational. These strong metrics highlight the success of Freshly’s personalised post-purchase strategy, which provided both value to customers and substantial financial returns for the brand.

“With Klaviyo, we could design a post-purchase flow that enhanced customer experience at every step,” said Marta Pi Roig, Head of Marketing Automation at Freshly Cosmetics. “The tailored approach not only improved engagement but also built stronger, long-term relationships with our customers.”