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FCLSkincare
Project Dates: January 2023
Strategic Klaviyo Campaigns Drive Revenue to 20% via Automation & Flows
20%+
Total Revenue Share from Klaviyo
14%
Revenue Contribution from Flows in Month 1
8%
Flows Revenue Contribution (steady state)
7%
Active Campaigns Revenue Contribution
Context
FCL focuses on safe, effective, and clinically-backed skincare designed to optimise skin health across all age groups. The brand was generating only 1% of revenue through a single weekly email campaign. An audit revealed underperforming flows, poor segmentation, and no holistic funnel connecting lead generation to buyer conversion.
Objectives
- Drive at least 10% of total brand revenue through automated email sequences
- Fix underperforming flows and segmentation
- Increase campaign frequency and build a full email ecosystem
What we did
- Audited existing flows and identified gaps in segmentation and campaign strategy
- Built custom email designs to improve communication with target customers
- Integrated a holistic funnel connecting lead generation, sign-ups, and buyer conversions
- Launched 4 core flows: Abandoned Cart (₹1,76,463), Welcome Series (₹73,075), Post-Purchase Followup (₹51,656), Browse Abandonment (₹4,526)
- Scaled campaign frequency from 1 to 10 per month, pushing Klaviyo revenue share past 20%
