SPARITUAL / Case study
← All results28% of revenue from email.
SPARITUAL’s Hungarian store needed customers on a limited budget. We began with research and a CRO audit, then launched Facebook and Instagram ads. We later built email marketing: campaigns and automations brought in 28% of the store’s revenue.
SPARITUAL
Hungary · Beauty
CRO · Meta Ads · Email marketing
Finding more customers on a limited ad budget.
SPARITUAL’s Hungarian store sold vegan nail polish and hand, foot and body care. The brand brought professional care into the home. Our brief was to grow online sales while keeping acquisition costs and returns in view.
Care products run out, and nail polish buyers can try new shades. Email marketing gave the brand a way to reach subscribers and previous customers again.
Research, ads and then email marketing.
We started with customer and competitor research.
We agreed targets with the client, researched ideal customers and reviewed competitors’ offers. Product benefits and the brand’s points of difference shaped the advertising messages. Our conversion rate optimisation (CRO) audit also reviewed the store’s mobile experience, navigation and information supporting a purchase.
We showed the products being used.
We built ads from the brand’s supplied photos and videos, writing the copy ourselves. We showed how the nail polish shades looked on nails and used customer reviews. We tested image, carousel and video ads, then put more budget behind the formats and angles that performed best.
We optimised campaigns around purchases.
We used Facebook and Instagram to find new customers and retarget previous visitors. Cost per purchase and attributed revenue guided campaign changes. With a limited budget, spend needed to lead to orders.
We built email marketing in Klaviyo.
A first-purchase discount helped build the subscriber list. We created welcome and abandoned-cart sequences, adapting messages according to whether someone had purchased. Regular campaigns featured product recommendations, offers and back-in-stock messages. The aim was to turn subscribers into customers and give customers reasons to return.
Shades, customer reviews and clear offers.
The ad paired a customer review with a photo of the finished manicure. The campaign email showed the nail polish shades alongside the 2+1 offer.
66% more revenue from email.
Revenue from email campaigns and automations grew by 66% from August to September. Email’s share of total store revenue rose from 11% to 28%.
- August100%
- September166%
Relative to August’s email revenue.
- August11%
- September28%
We looked at both the cost of the first purchase and how to encourage the next order. Email let us reach subscribers and previous customers without further ad spend. That was why we built campaigns and automations alongside the ads.
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