# 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. - Timeline: 6 weeks - Platform: Omnisend - Industry: Hair Care / Beauty - Services: Email Marketing, Audit & Strategy - Market: US - Results: Audit + 6-fix plan; Pro site launch - Published: 2026-05-06 ## 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. ## 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 full story ### 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. ### 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 ### Where we started: A great product. An email setup pulling in two directions. - **Two audiences, one list.** Salon pros and everyday shoppers got the same campaigns. Only distributors were split out. - **Two websites, pulling both ways.** Social links sent pros to the old site. Emails sent them to the new pro site. - **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. - **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. - **14%** average open rate on campaigns. Clicks sat at 0.15%. ### 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. 1. Same email to pros and shoppers 2. Fewer opens and clicks 3. Inbox providers trust the sender less 4. More of the next send lands in spam - **Harder to undo** every month it runs ### The plan: Six fixes. All pointing at the stylist. - **Send all pro traffic to the pro site** Social links and every email button point to pro.difiaba.com. - **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 shoppers: Nobody gets dropped. Pro emails carry one line: "Not a professional? Visit our consumer store here." ### The recommended setup: One funnel instead of two. - **Before** (Tracking lost): Social posts to difiaba.com; Emails to pro.difiaba.com. Sales 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** (Tracked): Social posts to pro.difiaba.com; Emails to pro.difiaba.com; Shoppers to difiaba.com. One store per audience, one Omnisend account per store. ### What we shipped: What we shipped, in the order we shipped it. - **The test** (Nov 14): Free Charcolite toner email, built as a test. It got us hired.. - **Ship the holidays** (Nov 30 to Dec 29): 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. - **Fix the foundation** (Dec 9 to Jan 12): 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. ### 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. - Test email · Nov 14 - Cyber Week · Nov 30 - Order confirmation - Bundles · Dec 15 - Pro site launch · Dec 26 ### 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 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. ### The plan we handed over: January: eight emails, not one discount code. - Jan 1 (Seasonal): **New Year. New Signature Shade.** - Jan 5 (Promotional): **She Switched from [Big Brand] and Won't Go Back** - Jan 8 (Educational): **The Toner Flowchart Every Colorist Needs** - Jan 12 (Product): **The Secret Sauce Behind That Signature Shine** - Jan 15 (Product): **Inside the Chair: 3 Stylists Spill Their Go-To Combos** - Jan 19 (Educational): **Lightener Wars: Why We Built a Better One** - Jan 23 (Educational): **How to Make Clients Say 'It Still Looks Fresh!'** - Jan 30 (Promotional): **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 [Download the full case study (PDF, 14 slides)](https://www.revnuedigital.com/case-assets/difiaba/difiaba-revnue-case-study.pdf) ## Work with Revnue [Book a free audit call](https://calendly.com/imdanieljovan/discovery-call) · [All case studies](https://www.revnuedigital.com/case-studies-page) · [Homepage](https://www.revnuedigital.com/)