Send all pro traffic to the pro site
Social links and every email button point to pro.difiaba.com.
Case study · Difiaba
Two audiences. One list. Same email.
What we found inside Difiaba's email in six weeks, the emails we shipped, and the plan we built around the salon professionals who buy.
- Timeline
- 6 weeks
- Platform
- Omnisend
- Industry
- Hair Care / Beauty
- Services
- Email Marketing, Audit & Strategy
The short version
Six weeks. Four numbers.
Difiaba hired Revnue in November 2025 to run their email. Before we planned a single campaign, we went through the account. This is what we found.
- 14%
- average open rate on Difiaba campaigns when we started.
- 0.15%
- average click rate. About one click for every 670 emails sent.
- 2
- audiences, salon pros and everyday shoppers, on one list getting the same emails.
- 6
- fixes in the plan we handed over, from tracking to list cleanup.
Omnisend campaign reports at the start, Nov 2025 · Revnue email audit for Difiaba, Dec 2025
The brand
Professional hair color, made in Italy, sold to the stylists who use it.
Difiaba makes color, lighteners, toners and care for salons, with the Charcolite blonde system as the hero line. Most of their marketing speaks to professionals, and in late 2025 they opened a separate pro website to sell to them directly.
- Stores
- difiaba.com + pro.difiaba.com
- Platform
- Omnisend
- Buyer
- US salon pros
difiaba.com, pro.difiaba.com
Where we started
A great product. An email setup pulling in two directions.
- 01
Two audiences, one list
Salon pros and everyday shoppers got the same campaigns. Only distributors were split out.
- 02
Two websites, pulling both ways
Social links sent pros to the old site. Emails sent them to the new pro site.
- 03
Tracking on the wrong store
Omnisend was connected to the old store while every email linked to the new one. Revenue in the reports could not be trusted.
- 04
Pop-ups that did not build the list
The consumer pop-up converted poorly. The pro pop-up was not connected or tagged in Omnisend.
Why it matters
Every email that misses makes the next one land worse.
Inbox providers watch how people react. When stylists get shopper promos and shoppers get technical toner emails, both groups tune out. Fewer opens tell Gmail and Outlook the sender matters less, so more of the next send goes to spam. And with Omnisend tracking the wrong store, none of this showed up in the revenue numbers.
Revnue email strategy audit for Difiaba, Dec 2025
Harder to undo
every month it runs
- 01Same email to pros and shoppers
- 02Fewer opens and clicks
- 03Inbox providers trust the sender less
- 04More of the next send lands in spam
The plan
Six fixes. All pointing at the stylist.
Connect Omnisend to the pro store
So sales from email are tracked on the store that actually sells.
Two pop-ups, one per audience
A pro form that really lands in Omnisend, and a shopper form that converts.
Split the list
Find the pros through purchase history, pro site visits, clicks, pop-up data and tags.
Teach more, discount less
Pro campaigns built on education and technique, not generic promos.
Send to engaged people only
No more full-list sends. Inactive contacts removed in batches to rebuild reputation.
For shoppersNobody gets dropped. Pro emails carry one line: "Not a professional? Visit our consumer store here."
Revnue email strategy audit for Difiaba, Dec 2025
The recommended setup
One funnel instead of two.
Before
Social postsInstagram, TikTok
→difiaba.comOld site, pros and shoppers mixed
EmailsSent from Omnisend on the old store
→pro.difiaba.comNew pro site, where pros buy
Tracking lostSales on the pro site never tied back to the email that drove them. Pros landed on two different stores depending on where they clicked.
After
Social postsBio link to the pro site
→pro.difiaba.comOne place for pros to buy. Every email sale tracked.
EmailsSent from Omnisend on the pro store
→pro.difiaba.com
Shoppers"Not a professional?" line
→difiaba.com
TrackedOne store per audience, one Omnisend account per store.
Revnue email strategy audit for Difiaba, Dec 2025. The right panel is the setup we recommended.
What we shipped
What we shipped, in the order we shipped it.
01The test
- Free Charcolite toner email, built as a test. It got us hired.
02Ship the holidays
- Nov 30 · Cyber Week last call, 15% off plus a free Hue&Me
- Dec 15 · Three pro bundles and the first Difiaba gift cards
- Dec 22 · Holiday note to stylists
- Dec 26 · Pro site launch, $20 off $85+ with one code
- Dec 29 · Launch reminder, final hours
03Fix the foundation
- Dec 9 · Email audit, six fixes for the account
- Dec 20 · January plan, eight campaigns to engaged subscribers
- Jan 12 · Audit and plan sent to the founder
Omnisend send previews, Asana tasks and email threads, Nov 2025 to Jan 2026
The emails
Built for stylists, not shoppers.
Every email speaks to the person behind the chair: what to stock, what to try on clients, what is ending soon.
Email spotlight · Pro site launch
Launching the pro site to the people it was built for.
In December Difiaba opened pro.difiaba.com, a store only for salon professionals. The launch email had one job: get stylists to place their first order there.
- Dec 26
- Launch email, $20 off $85+ with the code NEWYEAR
- Dec 29
- Reminder: "Don't forget your $20 off ending soon"
One offer, one code
$20 off orders over $85 with NEWYEAR. Easy to remember, easy to track.
Every button goes to the pro site
The first fix from the audit, applied from the first send.
Reasons to switch beyond the discount
A stylist community, direct access to Difiaba experts, pro only bundles and education.
Email designed and built by Revnue in Omnisend, Dec 2025
Email spotlight · Holiday bundles
Three bundles and the first gift cards, in one email.
Sent December 15. Instead of a generic holiday sale, every bundle came with the salon moment it is made for, in the email's own words:
- Gifts of Beauty
- "Perfect as a premium take-home set or a gift-ready retail option."
- New Charcolite Gloss Toner Shades Trial Kit
- "Ideal for stylists wanting to explore the collection or expand their toning services for the season."
- Large Charcolite System Intro Kit
- "Ideal for peak-season lift services, new stylist onboarding, or expanding your salon's blonding offerings."
A holiday headline for the salon
Lifting, toning, gifting, and keeping clients glowing into 2026.
The news in the first lines
Three new bundles and gift cards, live for the first time ever.
Each bundle tied to a salon moment
So a stylist knows which one fits before clicking.
Email designed and built by Revnue, Dec 2025
The plan we handed over
January: eight emails, not one discount code.
New Year. New Signature Shade.
She Switched from [Big Brand] and Won't Go Back
The Toner Flowchart Every Colorist Needs
The Secret Sauce Behind That Signature Shine
Inside the Chair: 3 Stylists Spill Their Go-To Combos
Lightener Wars: Why We Built a Better One
How to Make Clients Say 'It Still Looks Fresh!'
January's Hot List (Did You Try These Yet?)
- 8
- campaigns, one or two a week
- 5
- teach: technique, product science, real stylist combos
- 2
- A/B tests, subject lines and layout
- 0
- discount codes
Difiaba email content calendar, January 2026, built by Revnue on Dec 20, 2025. Every send to the engaged 60 to 90 day segment.
Take it with you
The whole story in one file.
14 slides you can forward to your team: the audit, the plan and every email we shipped.
