Ghost Fragrences
Scaling Retention Revenue for Ghost Fragrances Through Lifecycle Email
Turning email from an underperforming channel into a scalable retention engine with a +2,900% increase in attributed Klaviyo revenue.
Project Overview
Ghost is a UK fragrance brand built on the idea of owning your aura and is often the first “grown-up” fragrance someone receives, later becoming a lifelong favourite. In 2024–2025, the brand underwent a visual and strategic evolution under the message “Embrace Your Aura,” modernising its aesthetic while retaining the iconic scents loved for more than 20 years.
Historically, Ghost’s sales were driven predominantly through major UK high street retailers. Following the relaunch of its direct-to-consumer website, email marketing was identified as a critical growth lever to support owned revenue, improve retention, and drive long-term customer value.
The challenge was clear. Email had not yet been established as a meaningful revenue channel. Campaign activity had yet to begin, flows were underdeveloped, segmentation was limited, and deliverability foundations had not been fully addressed. When Ghost approached Strike Digital in late 2024, the objective was to build a scalable, high-performing email marketing ecosystem that could support the brand relaunch, drive incremental revenue, and grow customer value without relying on discount-led tactics alone.
The engagement marked the beginning of a long-term retention partnership, focused on building sustainable, owned growth through lifecycle-led retention marketing.
Project Execution
Foundation & Deliverability (Q2 2025)
The first priority was deliverability and structural foundations. Before increasing volume or revenue expectations, focus was placed on technical sending domain setup, warming strategy, and building domain authority. This was paired with the creation of a clear campaign calendar and the redesign and optimisation of existing flows, alongside the implementation of advanced automation tailored to audience behaviour.
Segmentation was rebuilt from the ground up. Rather than sending broadly to the full list, behavioural and engagement-based segmentation was introduced, allowing messaging to adapt based on user actions, engagement level, purchase behaviour, and loyalty status. This ensured relevance, protected deliverability, and created a foundation for sustainable scale. Creative direction was closely aligned with Ghost’s evolving brand identity, balancing strong visual storytelling with performance-led messaging.
By the end of Q2, engagement improved significantly. Open rates increased by 152%, click rates rose by 30.5%, and deliverability strengthened with a 55.4% reduction in bounce rate and a 68.5% reduction in spam complaint rate. As confidence in sending increased, total recipients reached grew by 90.3% without compromising performance.
Rebrand Launch & Strategic Scaling (Q3 2025)
With deliverability stabilised, Q3 marked a critical point with the launch of Ghost’s fully rebranded website, alongside refreshed campaigns and flows. Ghost’s intentionally focused product range, centred around a small number of hero SKUs, presented challenges around frequency and messaging variety.
Through refined segmentation and lifecycle-based messaging, the rebrand was successfully supported without audience fatigue. Campaigns leaned into storytelling, identity, and emotional connection with the new visual world, while flows were rebuilt to reinforce brand value, product education, and trust at key customer moments.
A/B testing became central to optimisation, focusing on subject lines, creative layouts, and messaging frameworks to improve opens and clicks, while flow testing evaluated incentive-led versus value-led messaging to ensure each journey resonated with its audience. Strong brand assets enabled the creation of visually distinctive emails that reinforced Ghost’s identity while driving measurable revenue impact.
By the end of Q3, campaign sending volumes increased by 15.2% quarter-on-quarter. Open rates continued to rise by 7.7%, while click rates saw their largest increase at 34%. Deliverability continued to improve, with bounced emails reducing by 56.4% and unsubscribe rates improving by 24.9%.
Peak Trading & Retention Maturity (Q4 2025)
Q4 represented Ghost’s peak trading period, driven by curated gift sets. The campaign strategy fully shifted toward gifting-led messaging, supported by revised flows and bespoke BFCM branding.
During this period, attributed campaign revenue increased by 2,934%. Flow revenue grew by 1,168%, reinforcing the role of automation as the primary revenue driver. Open rates continued to improve by 4.4%, bounce rates fell by a further 5.1%, and spam complaint rates improved by 52.6%.
By the end of 2025, flows accounted for 60% of total email revenue, with campaigns contributing the remaining 40%, reflecting a mature and balanced retention strategy.
Results
152% increase in open rates (Q2)
30.5% increase in click rates (Q2)
90.3% growth in reachable recipients
2,934% increase in campaign revenue (Q4)
1,168% increase in flow revenue (Q4)
60% of total email revenue is driven by flows
Sustained improvements in deliverability, engagement, and revenue efficiency
Email evolved from an underutilised channel into a core revenue and retention engine, supporting both the Ghost rebrand and peak trading performance.
Key Drivers of Success
Ghost’s success was driven not by sending more emails, but by sending smarter ones. Key contributors included:
Behavioural and engagement-based segmentation that improved relevance and protected deliverability
Strong creative alignment with Ghost’s rebrand and visual identity
Advanced automation and lifecycle flows tailored to customer intent
Continuous A/B testing to refine messaging, incentives, and design
Strategic scaling during high-intent gifting periods
