Luxe Tresses Hair Co.
Hair Brand Email Marketing Case Study
Results achieved in 4 months
Verified- 8,511
- Active/engaged profiles
- $53,850.20
- Monthly email-attributed revenue
- 6.0%
- Customer retention rate
Before: ~3,200
Before: ~$8,200
Before: ~0.5%
Client Overview
The client is an ecommerce hair brand serving customers primarily through Shopify, with Klaviyo as the core email and SMS marketing platform. Before this engagement, email was running on default flows and infrequent campaigns, leaving significant revenue and retention on the table.
An initial audit of the account surfaced a clear opportunity: the list was healthy in size but under-monetized, engagement was inconsistent, and the brand had no structured system for turning subscribers into repeat buyers.
Opportunities for Improvement
The audit turned up several gaps standing between the brand and the revenue its list could realistically produce:
- Core Klaviyo flows were missing or unrefined, leaving money-making touchpoints (abandoned cart, browse abandon, post-purchase, win-back) underbuilt.
- Campaign sending was too infrequent and leaned heavily on discount-led promotions instead of a structured content and offer calendar.
- Segmentation was minimal, so the same message went to engaged and disengaged subscribers alike.
- A large portion of the list had gone cold with no re-engagement strategy in place.
- Email creative and copy needed a refresh to match the brand's product quality.
Sales from email were flat to declining month over month, and almost no customers were coming back for a second purchase; retention was close to zero.
Execution
The film, frame by frame.
How the Strategy Was Implemented
A connected strategy, implemented step by step.
Rebuilt and expanded flows
Refined the existing abandoned cart and welcome flows and built out the missing core automations: browse abandon, post-purchase upsell, and a win-back flow closing the specific points where customers were dropping out before purchase or after their first order.
Structured the campaign calendar
Replaced sporadic, discount-only sends with a planned monthly calendar that mixes product education, seasonal offers, and brand storytelling, timed around real purchase windows rather than ad hoc promos.
Improved deliverability
Tightened list hygiene, monitored engagement and spam-complaint signals closely, and paced the send-volume ramp so higher frequency did not tank inbox placement.
Built out segmentation
Split the list into engagement tiers (highly engaged, moderately engaged, cold) so top-tier subscribers received a higher cadence and different offer mix than colder segments.
Re-engaged the dormant list
Ran a structured win-back sequence targeting subscribers who had never been properly nurtured, the single biggest lever behind the retention jump, since a large share of ‘lost’ customers simply hadn't been asked to come back.
The Results
Results in Numbers
- 8,511
- Active/engaged profiles
- $53,850.20
- Monthly email-attributed revenue
- 6.0%
- Customer retention rate
Before: ~3,200
Before: ~$8,200
Before: ~0.5%
| Metric | Before | Now | Change |
|---|---|---|---|
| Active/engaged profiles | ~3,200 | 8,511 | +65% increase achieved in 4 months |
| Monthly email-attributed revenue | ~$8,200 | $53,850.20 | +85% increase achieved in 4 months |
| Customer retention rate | ~0.5% | 6.0% | +999% increase achieved in 4 months |
The retention swing is the standout: a near-total turnaround from essentially no repeat purchasing structure to a meaningful, growing base of returning customers, alongside steady double-digit revenue growth and strong list growth month over month.
Working with StoreForge completely changed how we think about email. Revenue from the channel more than doubled, and for the first time we're actually seeing customers come back and buy a second and third time. StoreForge handled the strategy, the copy, and the reporting end to end, so we finally had a system we could trust instead of guessing at what to send next.
James Kelli
Founder, Luxe Tresses Hair Co.
The Final Word
Rebuilding the flow foundation, structuring the campaign calendar, and re-engaging a dormant list turned email from an afterthought into one of the brand's most reliable revenue channels. Retention in particular shows what happens when a list gets a real nurture system instead of one-off blasts.
The account is still maturing, and each month of consistent sending and segmentation compounds the results further.
Ready to see results like this?
Interested in results like these for your brand? Get in touch for an email marketing audit and a plan to grow your revenue through email.