Health & Beauty
over 6 Months
The Challenge
BeautifiedYou, a beauty and skincare company endorsed by physicians, was seeking ways to improve customer loyalty and enhance its communication strategy.
Recognizing the need for a more sophisticated marketing approach, they partnered with DIDO Agency in hopes of achieving three main goals:
1. Create a consistent, engaging presence in their customers’ inboxes
2. Foster a stronger brand connection with their audience
3. Improve their overall email communication efforts
Two of the brand’s main challenges to reaching these goals were unclear customer segmentation and inconsistent messaging — and we aimed to address both by transitioning BeautifiedYou’s email marketing from Bronto to Klaviyo.
Our Strategy
When DIDO Agency stepped in, our first task was developing a new marketing plan aligned with BeautifiedYou’s goals of reviving brand communications and building customer trust.
We started by conducting comprehensive market research to deepen our understanding of BeautifiedYou’s target audience, including demographics, preferences, and behaviors. This research was crucial in crafting a marketing plan that resonates with the audience, addresses their needs and interests, and reinvigorates the brand’s presence in an increasingly competitive market.
From there, our team focused on enhancing the brand’s voice and tone to be more engaging and relatable, ultimately positioning BeautifiedYou as a go-to source for skincare and beauty.
We prioritized creating high-quality content such as product highlights and features, authentic customer testimonials, and valuable skincare tips and advice to support this new relatable but engaging brand image. Our team also began planning multi-channel marketing campaigns, leveraging email marketing, social media, and the company’s website to deliver consistent, compelling messaging to audiences on all platforms.
Part of this multi-channel strategy included designing and strategically placing engaging sign-up forms and pop-ups, facilitating the growth of a robust database while ensuring a steady stream of interested (and aligned) prospects. We also worked to optimize BeautifiedYou’s email list, thoroughly cleaning and strategically segmenting the contacts to ensure future campaigns could be launched smoothly and meaningfully.
Our comprehensive strategy and marketing set-up laid the foundation for our next step — campaign creation designed to improve BeautifiedYou’s customer loyalty and foster long-term brand success.
Our Process
Pop-ups
DIDO Agency created two effective pop-ups (each with sign-up forms) to build BeautifiedYou’s subscriber database.
These forms were strategically placed on the website to capture visitor interest and convert them into subscribers. By requiring only basic details such as name and email address, the forms made it easy and user-friendly for visitors to opt in to email marketing while giving BeautifiedYou the data needed to deliver tailored and personalized content.
The design and placement of these signup forms were meticulously planned to maximize conversions, with eye-catching visuals and compelling calls-to-action without being intrusive.
DIDO Agency used eye-catching visuals and compelling calls to action to attract attention, all while ensuring the forms were not intrusive. BeautifiedYou integrated the forms seamlessly into the website’s design, maintaining brand consistency and providing an intuitive user experience.
This approach helped grow BeautifiedYou’s subscriber base and laid a strong foundation for subsequent personalized email marketing efforts.
A homepage pop-up inviting visitors to subscribe to the brand’s newsletter for exclusive discounts, beauty tips, and other email-only incentives.
An exit intent pop-up offering a discount to visitors about to leave the website, encouraging them to come back and make a discounted purchase
Email Design
When DIDO Agency started working with BeautifiedYou, we kept email design simple and sleek for two reasons.
First, we wanted to ensure customers could easily navigate these “new to them” email templates, and second, we wanted to ensure BeautifiedYou was 100% satisfied with this new direction for their email marketing.
Once BeautifiedYou’s customers got used to their new image — and they shared their love of our designs — we got more ambitious with our design endeavors.
Our team ventured into more complex territory, designing multi-layered visuals and adding animated elements to BeautifiedYou’s emails. We also explored more sophisticated campaign layouts, striving to elevate the brand’s presence through elevated design.
Father’s Day
For BeautifiedYou’s first Father’s Day email, we designed a unique layout, different from our usual newsletters. It featured a clean, friendly design with large product images and short, clear descriptions. The focus was on simplicity and ease of navigation, making it easy for customers to quickly browse and engage with the products.
For their second Father’s Day email, we experimented with a more distinct design. We returned to our standard banner with a more masculine edge, keeping the copy simple and precise. We also used smaller product images and more detailed product descriptions — the opposite of email 1 — to see what landed better with BeautifiedYou’s audience.
Black Friday Campaigns
For BeautifiedYou’s Black Friday campaigns in 2021, we incorporated the brand’s color palette, included clickable text, and adopted an SEO- and client-friendly layout, all within a template-based structure. We also organized products into categories for easier navigation, browsing, and conversion, ensuring a seamless shopping experience.
For their Black Friday campaigns in 2023, we expanded our design efforts to include a wider color palette, replacing text with banners and adopting a more marketing-friendly layout. We introduced new tiered offers with multiple discount blocks too, interspersing high-quality product images throughout the email body.
The Results
The Feedback
10/10
Layout design: main offer, products, body content and footer look & feel
10/10
Banner design: how well the message gets across
10/10
Product design: how good images and product description work
10/10
Roman and his team are professional, efficient, and very creative. We were using Mailchimp for 8 years and switched to Klaviyo, and started working with Roman over 2 years ago. By reconfiguring our campaigns and flows, Roman was able to increase our email revenue by over 115%, which has translated to a net increase of 5% = saving our business. Open rates went from 18% to 40% on most campaigns and we were recognized by Klaviyo for our open rates. We all know acquiring new customers continues to increase, so you have retained your existing customer list and provide perceived value, or your emails or get deleted and eventually, emails end up in junk/spam. Roman monitors all analytics to make sure our email list is performing at optimal levels. We highly recommend Dido Agency if you want to retain your customers.
JIMMY NGUYEN
BeautifiedYou
Used platforms
