Driving CRM Success and Customer Loyalty for Lashbox LA
Introduction:
Lashbox LA, a premier provider of high-quality eyelash extension products, aimed to boost customer retention and optimize their sign-up process. Faced with challenges in their CRM performance and retention strategies, they turned to me for expert guidance.
Challenges:
Low CRM Revenue: Lashbox LA’s revenue from email marketing and CRM activities was below expectations.
Customer Retention: Customer not re-purchasing as frequently.
Sign-Up Optimization: The sign-up process needed streamlining to reduce drop-offs and enhance user engagement.
Software Used:
- Klaviyo
CRM Audit and Optimization:
I conducted an in-depth audit of the Klaviyo CRM system, identifying critical areas for improvement. Based on my findings, I recommended and implemented new automation workflows, including replenishment flows, browse abandonment emails, and an expanded welcome series. Additionally, I built and advised on the email automation for the loyalty program using Loyalty Lion, which provided personalized rewards and exclusive offers to repeat customers.
Strategy:
- Advised on crafting personalized email content to address specific customer needs and preferences, enhancing engagement.
- Developed the automation side of the loyalty program to ensure customers received timely rewards and exclusive offers.
- Simplified the sign-up process to create a user-friendly experience, reducing form abandonment.
- Integrated compelling incentives like discounts and free resources to encourage new customer registrations.
- Advised on designing a welcome series to introduce new customers to Lashbox LA’s products and values.
- Recommended sending educational emails highlighting product benefits and application tips.
- Recommended strategic use of email sends, focusing on top-winning products to avoid overwhelming customers.
- Implemented a successful replenishment flow and advised on the launch of a back-in-stock funnel, both of which saw great response and conversion.
CRM, Retention, and Sign-Up Optimization Success:
- Achieved a 200% increase in attributed CRM revenue.
- Improved customer engagement metrics, with significant increases in open rates and click-through rates.
- Customer’s were repurchasing due to automation such as back in stock, replenishment and lapsed funnels.
- Increased sign-up conversion rates by 40%.
- Reduced sign-up form abandonment rates by 25%.
Conclusion:
By focusing on personalized retention strategies, optimizing the sign-up process, and enhancing CRM automation, Lashbox LA significantly improved customer loyalty and saw substantial growth in CRM-attributed revenue.
“Kevin’s strategies have been instrumental in retaining our customers and optimizing our sign-up process. His attention to detail and innovative approach have driven significant results for our brand.” – Lashbox LA
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