Bread Beauty Supply

180% increase in email engagement rates after first quarter

With a line of products specialising in hair care basics for not-so-basic hair, it was a no-brainer for us to make sure Bread Beauty Supply also had a not-so-basic CRM strategy to boast. Having launched globally to much fanfare in Sephora, the brand came to us with the goal of expanding their DTC storefront – and we knew just where to start.

Hair care can be a seriously personal thing, which is why we knew speaking directly to BREAD’s cult following had to be an integral element in their digital strategy.

Much like any relationship, consistent communication and effort is absolutely indispensable. 

Even in spite of BREAD customers’ loyalty, we couldn’t just neglect them after purchase because what is a brand without its shoppers? We figured then that a robust CRM strategy (which invites personalisation at every touchpoint) would be the key ingredient, and baked up a strategy that helped their email revenue increase by 30% in three months.

The Results:

• 107.4% increase in QoQ revenue attributed to Klaviyo flows and campaigns.
• During BFCM last year, YoY revenue acquired through sale email campaigns increased 168% – when compared against CRM performance from BFCM the year prior.
• 38% of total revenue generated through CRM after first three months.
• Placed order rates for email campaigns increased 192% QoQ, while open and click rates increased by 138% and 68% respectively.

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The Solution:

When your brand embarks on the CRM adventure with DataSauce, we don’t just bring spice to the table (literally, if you haven’t yet tried our hot sauce) but ALSO regular optimisations that keep your database and account in the pink of health.

Through our expert management, one major change we first undertook was tweaking BREAD’s campaign sending strategy into one with a more nuanced structure.

Sure, shots in the dark have value sometimes, but we prefer delivery with the highest intent.

Rather than constantly sending miscellaneous updates to all of BREAD’s contacts, segmentation revolutionised the game once again – making sure that we were building only the closest of ties with the brand’s most engaged, most dedicated audiences.

Think redirecting customers to their go-to beauty retailer depending on region, with Sephora pushes to ANZ shoppers and Cult Beauty options for shoppers based in the UK.

Think tiers of VIP segments with dynamic elements that offered past and future favourites through Klaviyo predictive analytics for deeper email personalisation exactly when users are craving some BREAD again (*we love a good replenishment flow!), and think pop-ups built for each country with messaging unique to all.

From post-purchase to review flows, to winback and sunset ones, we created a CRM ecosystem akin to a process map on steroids.

One that makes you money whilst you sleep, because everything is set-up automated with triggers that split and fire upon all conceivable consumer actions.

By strategically selecting who we wanted to interact with most, returning customer rates consistently increased by 35% each quarter, since BREAD onboarded with us in March 2022.

This isn’t to say that the rest of BREAD’s database was left untouched, for an effective CRM strategy considers the nature of messaging in accordance with who its recipient might be.

During mega offers like Black Friday, for example, we 100% hit them all… And more.

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As a full-service performance marketing agency, we’re able to look after and activate multiple levers / marketing channels. All at once.

For instance, Lead Generation campaigns are the bread (and butter) of massive sales periods – wherein the almighty powers of Meta would come into play to grow the BREAD family with new prospects. Given lower product price points amid sale period, it created an optimal opportunity for customer acquisition and future lovers of BREAD as well.

Technical details aside, CRM strategies extend beyond behind-the-scenes set up and into the inbox. When recipients finally receive a BREAD email, they’ll notice assets and blocks that again, were included with intent. 

From more CTA buttons interspersed throughout every campaign to carefully picked imagery, BREAD’s email templates came to life right from within DataSauce HQ.

We start every CRM relationship with key content pillars bespoke to your brand (e.g. education pieces, product showcases, monthly news, testimonials, deals and offers, etc.), and gradually grow this list with ongoing experimentation as your brand grows as well. 

This extends to email flows, campaigns, and even SMS-es too.

Looking to improve upon your CRM strategies from basic to bold and beautiful? Get in touch.

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