The hair care brand sending the wrong emails to the wrong people
The hair care brand sending the wrong emails to the wrong people
Two audiences, one broken list, and attribution data that meant nothing. Here's what we found.
Two audiences, one broken list, and attribution data that meant nothing. Here's what we found.
Timeline
Timeline
3 months
3 months
Platform
Platform
Omnisend
Omnisend
industry
industry
Hair Care / Beauty
Hair Care / Beauty
Services
Services
Email Marketing, Audit & Strategy
Email Marketing, Audit & Strategy
Summary
Summary
Difiaba had two completely different audiences, salon professionals and everyday consumers, receiving the same emails with no separation. Open rates were at 14% and click rates at 0.15%, reflecting how little the messaging resonated with either group. On top of that, Omnisend was connected to the old store while all calls to action pointed to the new professional site, meaning tracking was broken and every performance metric in the account was unreliable. The brand had no accurate picture of what was actually working.
Difiaba had two completely different audiences, salon professionals and everyday consumers, receiving the same emails with no separation. Open rates were at 14% and click rates at 0.15%, reflecting how little the messaging resonated with either group. On top of that, Omnisend was connected to the old store while all calls to action pointed to the new professional site, meaning tracking was broken and every performance metric in the account was unreliable. The brand had no accurate picture of what was actually working.
Approach
Approach
The strategy addressed each layer of the problem. Omnisend needed to be reconnected to the new professional store to restore accurate tracking and attribution. The existing list required segmentation to separate professionals from consumers using purchase history, site behavior, and click patterns. Two separate pop-ups were recommended, one optimized for professionals, one for consumers, with the professional form properly connected to the platform. All social media links and email CTAs needed to redirect to the professional site to keep the funnel consistent. Campaign content was restructured toward educational and technical material for professionals rather than generic promotional emails. Deliverability was to be rebuilt by moving to engaged-only sending and gradually removing inactive contacts.
The strategy addressed each layer of the problem. Omnisend needed to be reconnected to the new professional store to restore accurate tracking and attribution. The existing list required segmentation to separate professionals from consumers using purchase history, site behavior, and click patterns. Two separate pop-ups were recommended, one optimized for professionals, one for consumers, with the professional form properly connected to the platform. All social media links and email CTAs needed to redirect to the professional site to keep the funnel consistent. Campaign content was restructured toward educational and technical material for professionals rather than generic promotional emails. Deliverability was to be rebuilt by moving to engaged-only sending and gradually removing inactive contacts.
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Golf/Sports
How we generated $80k in email revenue for a golf brand in 6 weeks
Broken flows, bad deliverability. Now driving 40% of total revenue.
Hair Care / Beauty
The hair care brand sending the wrong emails to the wrong people
Two audiences, one broken list, and attribution data that meant nothing. Here's what we found.
Gaming
The gaming brand that didn't own its customers
Selling through Amazon with no emails, no data, no second sale.