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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 email journey through to the end deployment of your activities and reporting.
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(+44) 01525 659616
hello@paase.co.uk
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01525 659616

hello@paase.co.uk

Leighton Buzzard, UK

 

Curlsmith & Octane AI

Database Grew By 100k Subscribers

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How Curlsmith used OctaneAI, integrated with Klaviyo, to gain 100k new subs

PAASE created a personalised shopping experience to increase revenue combining Klaviyo and OctaneAI.

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!

THE CHALLENGE.

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.

THE SOLUTION.

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….

  • Implement an Octane AI quiz to gather zero-party data about particular hair care needs
  • Create a personalised shopping experience to engage consumers
  • Consumers receive personalised product recommendations and articles/information that best suits their needs and preferences. 
  • Integrate quiz in pop-up & home page
  • Segment email list based on quiz data
  • Create dynamic content-based automation based on results

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.

A word From Curlsmith

“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

Summary:

If you would like any further information or guidance regarding your email marketing or how to migrate with partners such as Octane AI, please contact us at hello@paase.co.uk.

If you would like to check out Klaviyo and even set up your account then follow this link; Signup – Klaviyo

OUTSTANDING RESULTS.

“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.

Database growth has risen from 7% per month up to 15%

How many users have gone through quiz per month? 52,616 unique starts

How many users complete the quiz per month? 47,129 users (89.57% completion)

How many users went on to purchase per month? 3,225 orders (6.27% conversion rate)

OVER 100K new subscribers to the database since turning on the quiz in 7 months

Email automation of sending quiz results has generated 2.5% of overall revenue month to date

Uplift in engagement when using dynamic content in automated emails

PAASE managed to add an additional 10% to email revenue by adding one additional automation

I Want This

Summary:

If you would like any further information or guidance regarding your email marketing or how to migrate with partners such as Octane AI, please contact us on hello@paase.co.uk.

If you would like to checkout Klaviyo and even set up your account then follow this link; Signup – Klaviyo

OUTSTANDING RESULTS.

“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.

Database growth has risen from 7% per month up to 15%

How many users have gone through quiz per month? 52,616 unique starts

How many users complete the quiz per month? 47,129 users (89.57% completion)

How many users went on to purchase per month? 3,225 orders (6.27% conversion rate)

OVER 100K new subscribers to the database since turning on the quiz in 7 months

Email automation of sending quiz results has generated 2.5% of overall revenue month to date

Uplift in engagement when using dynamic content in automated emails

PAASE have managed to add an additional 10% to email revenue by adding one additional automation

I Want This

A UNIQUE APPROACH.

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.

BAGS OF KNOWLEDGE.

We have over a decade of email marketing experience working with direct-to-consumer brands, driving sales growth through marketing automation.

CRM EXPERTS.

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.

Want to give your revenue a boost, just like Curlsmith have?