Email marketing
Skincare Brand (France)
Context
This French skincare brand, only six months old, was growing fast through paid acquisition but had no backend system in place. Between May and July, the brand achieved €252,000 in revenue, with an average order value (AOV) of €42, and just 1 % of total sales coming from email.
The reasons were classic:
Lack of knowledge about email marketing,
Underestimation of its impact on profitability,
No time or internal expertise,
Focused exclusively on acquiring new customers rather than retaining existing ones.
As a result, the brand was performing well in acquisition but leaving a massive amount of money on the table — no segmentation, no automation, and no post-purchase lifecycle.
Goals
Monetize existing traffic and turn one-time buyers into repeat customers.
Automate the backend (welcome, post-purchase, cart recovery, winback, support flows).
Collect high-intent leads through an optimized pop-up to convert non-buyers.
Increase LTV, repeat rate, and AOV.
Build a long-term asset: a qualified email base that drives profit and boosts company valuation at exit.
Our Involvement
Since August 1st, Overseas has managed the brand’s entire backend ecosystem:
Setup and optimization of 8 automated flows (welcome, post-purchase, abandoned cart, winback, etc.).
3 campaigns per week, aligned with the marketing calendar.
Full handling of copywriting, design, integration, and reporting.
Implementation of a WhatsApp strategy via Kanal.
Weekly A/B testing on subject lines, CTAs, and email structure.
Launch of an optimized lead capture pop-up (12 % completion rate).
Tools: Klaviyo & Kanal
Volume: 350 K – 400 K emails/month
Email base growth: from 7 K to 52 K contacts in just 2.5 months.
Strategy & Execution
Our approach relied on three pillars:
Backend reconstruction
A full setup of automated flows to build a scalable, self-sustaining lifecycle system.Behavioral segmentation & personalization
Creation of 30 dynamic segments based on recency, frequency, AOV, and engagement.
Each user now receives context-relevant messaging — a new subscriber doesn’t see the same content as a loyal customer.Continuous optimization through data
Weekly testing of subject lines, CTA positioning, and structure allowed us to identify which psychological triggers and layouts convert best.
These learnings feed directly into progressively stronger campaign performance while maintaining brand consistency.
Results
Overall performance
Metric | Result |
Period | Aug 1 → Oct 12 |
Total revenue | €878,000 |
Email-attributed revenue | €192,000 |
Share of total revenue from email | 22 % (↑ from 1 %) |
Average order value (AOV) | €42 → €50 (+19 %) |
Returning customers | 1 % → 8 % (+700 %) |
Email base growth | +643 % (7 K → 52 K) |
Open rate | 52.7 % |
Click rate | 5.27 % |
Estimated ROI | ×40 |
Email revenue breakdown (Month 1 – €107,000 total)
Source | Revenue | Notes |
Campaigns | €17 K | Increasing month-over-month (target: €30 K in October) |
Abandoned Cart Flow | €19 K | €1.62 per recipient |
Browse + Post-Abandon | €12 K | Behavioral re-engagement |
Post-Purchase Flow | €10 K + | Drives repeat orders and AOV growth |
Welcome Flow (8 emails) | ≈ €49 K | Education, social proof, trust building, soft offers |
Since launch, both the number of flows and campaigns have scaled steadily, with each month outperforming the last.
Insights & Learnings
Deep understanding of the persona’s pain points allowed highly personalized copy and stronger conversion logic.
Systematic testing (subject lines, CTAs, layout) identified high-impact levers by audience type.
The lead capture pop-up reduced bounce rate and turned “lost” visitors into paying customers.
Email now drives predictable, high-margin revenue, decoupling performance from rising acquisition costs.
Long-Term Vision
Beyond immediate ROI, the brand understood the strategic value of an optimized backend.
A well-structured email system is not just a channel — it’s an asset that:
generates profit on autopilot,
stabilizes monthly cash flow,
and directly increases business valuation in a potential exit scenario.
The groundwork laid in these first months now ensures sustainable, compounding growth.
Client Quote
“Overseas saved my profitability and made me realize how crucial an optimized backend is.
I can fully focus on acquisition, knowing their team handles everything else.”
Impact Summary
In just 10 weeks, the brand evolved from having no CRM structure to a fully-functional, data-driven system generating €200,000 in trackable revenue, improving both AOV and repeat rate.
The email list — once neglected — is now a high-value asset, boosting both short-term profitability and long-term enterprise value.
