Curlsmith is the first gourmet haircare brand specifically created for curls. Inspired by generations of home-made hair remedies, Curlsmith blends fresh curl-loving foods with kitchen cupboard staples, and rare organic ingredients to make premium products that really work. Why – because curls are as unique as you are!
Curlsmith approached PAASE Digital to help enhance their email marketing – specifically their campaigns and flows. Whilst the database was growing, Curlsmith had a standardised set-up from database capture tools to pop ups. Albeit, the current process didn’t provide enough information around consumers, therefore there were a lot of missed opportunities. The need to automate the current CRM journey was essential.
Curlsmith creates specific formulations for different hair types and had been experimenting with guided selling tools that would better create personalised recommendations. However, finding a tool that could build out rich customer data and deliver against the breadth of possible recommendation outcomes, whilst neatly integrating into Klaviyo and Shopify had proved difficult. PAASE recommended Octane AI and the fully integrated quiz experience has become a key driver for both email/SMS subscriptions and site revenue.
After PAASE had completed the configuration and implementation of bespoke automation flows and segments, prioritising new flows based on acquisition retargeting and retention, then came Octane AI….
The multi-purpose quiz transformed the level of personalisation for the consumer. The design of the quiz not only educated the consumer on what they needed but also created an authentic shopping experience. The CRM tool is clearly aligned with the customers’ needs, whilst collecting data at the same time.
PAASE was able to send campaigns, banners and flows targeting the existing database to take the quiz, driving traffic to the website. It doesn’t stop there – PAASE also took advantage of the great integrations with Octane AI and Klaviyo implementing dynamic content during and after the quiz. PAASE can now use this information (such as buyers’ preferences) and strategically tailor personal flows to contact the right customer with the right product after the point of quiz completion, nurturing prospects in the pipeline. Since going live, the email automation of sending quiz results has generated 2.5% of overall revenue month to date.
“The post-quiz email automation has quickly become one of our most valuable activities in email!” Angus Jenkins, Ecommerce Director at Curlsmith.
“It’s been fantastic working with PAASE on the Curlsmith Quiz. They understood from the start our vision using zero-party data and how the quiz could be leveraged to learn more about Curlsmith customers and grow their email subscriber list while providing them with a full Curl ID analysis and the perfect product match. It’s a win!” Marina Pérez García, Director of Account Management at Octane AI.
“Through testing, we’ve learnt that we could abandon the traditional email subs pop-up (“get 10% off” message) in favour of sending consumers to the quiz, and still see fantastic subs lift. It’s a better, more useful journey for our customers and our subscription rates have improved as the quiz ad gets better engagement alongside the high completion and subscription rate that we see from the quiz…
Our customers love the quiz. Not only do we get great engagement in terms of starts, completions and subscription rates but it’s also given us meaningful data that allows us to better segment our customers and offer and improved, personalised product recommendations.”
– Angus Jenkins, Ecommerce Director at Curlsmith
“PAASE have strong direct relationships with Octane & Klaviyo which not only makes integration between the platforms dead easy, but also allows us to jump on new advances and quickly roll out changes and improvements to our customer contact strategy.”
– Ecommerce Director, Curlsmith.
“PAASE have strong direct relationships with Octane & Klaviyo which not only makes integration between the platforms dead easy, but also allows us to jump on new advances and quickly rollout changes and improvements to our customer contact strategy.”
– Ecommerce Director, Curlsmith.
PAASE Digital are not an agency in the traditional sense. We are a small team of commercially focused email marketers. We work in partnership with our clients to drive commercially viable projects and activities.
We have over a decade of email marketing experience working with direct-to-consumer brands, driving sales growth through marketing automation.
Our expertise lies in CRM strategy and planning, marketing automation and fully managed services, and we can provide you with whatever level of support you need - from mapping out your plan through to the end deployment of your activities and reporting.