allbeauty's email income increases by 44% in their first year using Marketing Automation

The Solution

To support allbeauty in their growth and help them ensure they’re communicating in the most relevant way possible to their different groups of customers, they used Contour, which allowed them to use their data in a much more sophisticated way. The RedEye team were on hand to provide support in getting the most out of their new Marketing Automation platform. This was put in place right from the outset with allbeauty and RedEye working together to develop personalised and targeted customer communication programmes. Programmes that effectively communicate the brand and its offering consistently to its consumers across numerous markets.

The allbeauty communication plan took a two-pronged approach.

1. Firstly, looking at the behavioural email programme. RedEye’s in-house Strategy Team reviewed the customer journey to identify gaps in the allbeauty marketing automation strategy. Using Contour, allbeauty were able to introduce new email campaigns such as ‘Abandon Payday’ and ‘Abandon Category’ emails to ensure the whole customer journey is covered effectively.
2. Secondly, looking at allbeauty’s campaign emails, RedEye expanded allbeauty’s core segment of customers who purchased in the last 15 months to include prospect customers and identified lapsed customers who could be re-engaged. Their new investment in Contour means they can delve into their data to create highly targeted segmentation tiered down to brand purchasing level. Support from the team at RedEye means that their messages are now much more tailored and genuinely relevant to the customer, generating excellent results.