Oh Beauty
Transforming Skincare Retailer Oh Beauty: +72% Revenue & +96% Conversions Through Email Marketing
Project Overview
Oh Beauty is a Los Angeles-based premium retailer specialising in medical-grade skincare and beauty products, featuring world-renowned brands such as SkinCeuticals, Alastin, and Purelift. Despite its strong product portfolio, the brand struggled to unlock the full potential of email marketing. Low open rates, weak click-throughs, and minimal conversions meant email wasn’t driving the customer engagement or sales it should have been.
To capture missed opportunities and strengthen loyalty, Oh Beauty turned to Strike Digital. The brief was clear: design a smarter, more strategic email program that would engage subscribers, convert them into customers, and turn email into a true revenue-driving channel.
Project Execution
We began by optimising the foundation of the customer journey — the sign-up experience. Using a revamped form, subscribers were invited to share their primary skincare goals (e.g. hydration, anti-ageing, sensitivity). This zero-party data gave us insights from day one, enabling personalised journeys instead of generic messaging.
Next, we implemented a segmentation strategy to replace broad “batch and blast” campaigns. Audiences were grouped by both engagement level and declared interest, ensuring each subscriber received relevant, timely content tailored to their needs.
Campaign strategy shifted to value-led storytelling. Instead of pushing discounts alone, we built authority and trust by delivering educational content — skincare advice, tailored product recommendations, and exclusive offers that aligned with each subscriber’s goals.
In parallel, automated flows were refined with improved timing, personalised messaging, and smarter targeting. The combined effect was a system that not only nurtured subscribers but compounded revenue over time.
Results
Within just five months, Oh Beauty transformed email from an underperforming channel into a key growth driver:
Klaviyo-attributed revenue up 72% YoY, with email contributing 31% of total online revenue.
Engagement soared:
Open rates +19%
Click-through rates +77%
Conversion rates +96%
Automated flows improved: placed order rates up 20% thanks to optimised sequencing and targeting.
And importantly, these results were achieved before Q4’s peak trading period, positioning Oh Beauty for an exceptionally strong Black Friday, Cyber Monday, and holiday season.
Conclusion
By combining zero-party data collection, audience segmentation, and strategic content delivery, Strike Digital turned Oh Beauty’s email program into a revenue engine.
The case demonstrates how enterprise-level strategy + disciplined execution can elevate email from a neglected channel into a core driver of ecommerce growth. For DTC brands investing heavily in paid media, it’s proof that an equally strategic approach to retention channels like Klaviyo can multiply overall ROI.
Irene Nguyen, Head of E-Commerce at Oh Beauty, commented "Strike's email designs are outstanding — visually appealing, on-brand, and tailored to our audience. This combination of personalized attention and creative excellence sets them apart from other agencies we've worked with. Their email campaigns contributed to a noticeable boost in overall sales."
