Email Marketing

5 Ways Email Marketing Enhances the Customer Journey for Beauty Shoppers

In the world of beauty, it’s not just about the products—it’s about the experience. From the moment a shopper discovers your brand to the day they reorder their favorite serum, every touchpoint matters. Email marketing is your chance to educate and surprise your customers—whether you’re dropping skincare tips, sending restock reminders, or just saying “happy birthday.” For beauty brands, email isn’t just a marketing channel—it’s part of the glow-up.

So how does email marketing build on the overall customer experience with your brand? Read on for a few tips!

PERSONALIZED PRODUCT RECOMMENDATIONS

From skin type to shade matching, email lets beauty brands deliver suggestions based on quiz responses, past purchases and more —making shopping feel curated, and truly personal.

POST-PURCHASE EDUCATION AND CARE

Automated flows that include skincare tips, how-to videos, ingredient education, or seasonal routines will keep customers engaged.

REPLENISHMENT AND REORDER REMINDERS

Email reminders based on when a product will run out helps bring customers back right when they need to restock, making their lives easier and boosting retention. This is also a great place to suggest a “subscribe and save” option if that’s something your brand is able to offer.

BUILDING LOYALTY BEYOND THE PRODUCT

Birthday discounts, VIP perks, or early access to new products sent to email subscribers show appreciation and bring value to your customers.

EDUCATION DRIVEN STORYTELLING

Education-Driven Storytelling: Email marketing is a brand’s opportunity to sell your USP (unique selling proposition) like cruelty-free formulas, sustainable packaging, or expert-backed formulations—building brand loyalty over time.

The brands winning in today's competitive beauty landscape aren't just selling products—they're building relationships, one thoughtfully crafted email at a time.

If you have email marketing needs, drop us a line! We’d love to chat all things email with you!

Segmenting for High-Value Customers in Klaviyo to Level Up Your Email Program

Segmenting your customer base effectively is key to optimizing any email marketing program. By identifying and targeting high-value customers through strategic segmentation, you can elevate your email program to new heights. Utilizing measurable KPIs, Klaviyo – one of Revel’s email partners – empowers marketers to pinpoint those customers who contribute most to your business's success. This approach not only enhances personalization but also boosts engagement. In this blog post, we’ll discuss four ways to target your most valuable customers, how to set up the segment in Klaviyo, and what content might resonate best with these audiences. 


High AOV 

Customers with high AOV (average order value) are valuable buyers. To target these users, first calculate your average AOV using an analytics tool or shopping data. Then, to create a segment of these customers, option 1 is to use the Klaviyo predictive analytic for Average Order Value, as shown below. 


Another option is to use your integrated e-Commerce tool data (in the below example, Shopify) to set an AOV and then create a segment of users that surpassed that in the last X amount of days to then remarket them. 


High LTV (Big Spenders) 

High Lifetime Value (LTV) customers are where you can build off of customers you already know are loyal and known to spend a lot. First, determine what your average LTV is for your current customer base. You can then set up a segment like the below using e-Commerce revenue data to find customers who exceed your average customer LTV. 

Repeat Purchasers 

Encourage further engagement from customers who have recently purchased multiple times by targeting users who have placed an order over the average amount of times within recent history. See below using the Shopify ‘Placed Order’ action to create this segment. 


Low-Value Exclusions 

Exclude low-value customers from your campaign segmentation to drive higher engagement in your campaigns and zero in on your most valuable audiences. Create a segment like the below to focus in on your most engaged audiences. 


Uses 

Use any of these segments to: 

  • Send new product releases

  • Reward them with early access or exclusive discounts

  • Message higher price point product lines

  • Encourage loyalty


You can also leverage these segments in paid media (like Meta or Google) to focus your targeting on high-value customers, or use to build lookalikes off of, if large enough. Learn more about creating a Klaviyo-connected audience in Meta and Google in the Klaviyo help center, or reach out to your Revel team to create a tailored strategy for your brand! 

Photo: © marchmeena29 from Getty Images