Case study / Boniik / Digital Marketing
Scaling Email Revenue Through Lifecycle Email Marketing
Previous case studyBONIIK is a leading Australian K-beauty ecommerce retailer, offering a curated range of Korean skincare and beauty products to a highly engaged and loyal customer base. With a strong focus on product quality, education, and customer experience, BONIIK has built a trusted brand within the competitive online beauty space. With a strong focus on product quality, education, and customer experience, BONIIK has built a trusted brand within the competitive online beauty space.
The Challenge
While BONIIK had established strong revenue through email, several inefficiencies were limiting scalability and performance. The email strategy was heavily reliant on campaigns, contributing to 65% of revenue, while automated flows accounted for only 35%. Despite strong open rates, click-through rates remained low at 0.45%, significantly below the industry benchmark of ~2.5%.
Automation flows were overly long and complex, reducing urgency and impacting conversion rates. In addition, duplicated audiences across lists affected targeting accuracy and deliverability, while a lack of personalisation meant messaging did not effectively differentiate between new and returning customers.
To unlock further growth, the strategy needed to shift towards a more efficient, lifecycle-driven approach focused on conversion, segmentation, and scalability.
The Approach
A comprehensive ecommerce email marketing strategy was implemented using Klaviyo, covering lifecycle automation, customer segmentation, email design and conversion optimisation.
Automation-Led Revenue Strategy
The focus shifted from campaign-heavy execution to a lifecycle-driven model, prioritising high-impact automated flows:
- Welcome series
- Abandoned cart
- Winback and replenishment journeys
This approach aimed to drive more consistent, intent-based conversions across the customer journey.
The Approach (Cont.)
Flow Optimisation
Key automation flows were restructured to improve performance and conversion efficiency:
- Reduced the welcome series from 12 emails to 5 to increase engagement and urgency
- Introduced time-sensitive incentives (48-hour and 24-hour expiry)
- Split messaging between new and returning customers for greater relevance
- Consolidated winback and replenishment flows into a single streamlined journey
- Shortened delays between emails to better align with purchase intent
The Approach (Cont.)
Segmentation & Data Clean-Up
To improve targeting and deliverability:
- Removed duplicated contacts across multiple lists
- Refined active audience segmentation
- Improved overall data hygiene and campaign targeting accuracy
The Approach (Cont.)
Email UX, Content & Design
Email content and design were optimised to improve engagement and conversion performance:
- Designed and developed email templates aligned with brand and conversion goals
- Introduced clear product blocks and strong call-to-actions
- Reduced reliance on image-heavy layouts to improve deliverability
- Incorporated social proof and educational content
- Implemented preview text and accessibility best practices
Lifecycle Personalisation
Behavioural and lifecycle-based personalisation was introduced across key touchpoints:
- Browse abandonment
- Post-purchase journeys
- Loyalty tiers (Bronze, Silver, Gold)
- Replenishment timing based on product usage
The Outcome
The new lifecycle-driven approach delivered a more efficient and scalable email marketing framework, while maintaining strong revenue performance.
$1.1M +
Annual Email Revenue Maintained
35%
Automation Revenue Contribution (Growth Path Established)
0.45%
Improved Click-Through Rate (Ongoing Optimisation)
