Case study · Retail & food

Boniik: lifecycle email marketing to scale email revenue.

Boniik is an Australian K-beauty eCommerce retailer with a curated range of Korean skincare and beauty products and a loyal, highly engaged customer base. Email was already a strong revenue channel, but it was not built to scale.

Sector: Retail & food
Service: Email marketing
Channels: Email

Digital marketingCampaign delivery

The challenge

What needed to change.

Boniik has built a trusted brand in the competitive online beauty space by focusing on product quality, education and customer experience. Its customers come back, and email is the channel that keeps them close. The question was whether the email program could keep growing at the pace of the business.

Before the work, email revenue leaned heavily on one-off campaigns, which contributed 65% of email revenue while automated flows accounted for only 35%. Open rates were strong, but the click-through rate sat at 0.45%.

The automation flows themselves were long and complex, which reduced urgency and held back conversion. Duplicated contacts across lists affected targeting accuracy and deliverability, and a lack of personalisation meant new and returning customers received much the same message.

To grow further, the email strategy needed to shift to a lifecycle-driven approach built around conversion, segmentation and scalability.

Approach

How the work took shape.

We built a full eCommerce email marketing strategy in Klaviyo covering lifecycle automation, segmentation, email design and conversion optimisation. The centre of it was a change in emphasis, from campaign-heavy execution to an automation-led model where the welcome series, abandoned cart, winback and replenishment journeys carry more of the revenue.

Each key flow was restructured for urgency and relevance. The welcome series came down from 12 emails to 5, time-sensitive incentives with 48-hour and 24-hour expiries were introduced, messaging was split between new and returning customers, and winback and replenishment were consolidated into one journey with shorter delays between emails.

We also removed duplicated contacts across lists and refined the active audience segments so every send reached the right people.

The shift

Fewer emails, sent at the right moment to the right customer, did more than a longer sequence ever could.

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The work

The work, up close.

New email templates were designed and developed to match the brand and the conversion goals, with clear product blocks, strong calls to action and less reliance on image-heavy layouts to protect deliverability. Social proof and educational content were worked into the flows, along with preview text and accessibility best practice.

12 to 5

Welcome series emails, cut back to lift engagement and urgency.

Behavioural and lifecycle personalisation was then added at the key touchpoints, including browse abandonment, post-purchase journeys, loyalty tiers (Bronze, Silver and Gold) and replenishment timing based on how quickly each product is used up, so the message a customer receives reflects where they are in their relationship with Boniik. The result is a more efficient and scalable email framework that maintained annual email revenue while relying less on the campaign calendar.

The starting position gives the measure of the work. These were the two figures the new lifecycle flows were built to move.