Challenge

As a brand with a well defined and very recognisable aesthetic, frank body found that their email marketing campaigns lacked the same level of visual sophistication. Some of this came down to limitations with their email marketing platform. Hardcoded templates made making changes to headers and footers tricky and major changes often required developer involvement.

Creating segments based on data such as products or collections purchased and number of times was a challenge, which made sending targeted comms to customers hard.

More broadly, their disconnected tech stack made up of dedicated solutions for email marketing, SMS marketing, reviews, and more was becoming too hard to use, pushing the brand to look for one provider that did it all while giving them a unified view of their customer.

Solution

Having powered frank body’s Reviews engine for more than 7 years, Yotpo was hardly a new name for the beauty brand.

Word of mouth and UGC proof have been key to the cult fave beauty brand’s ecommerce strategy and continue to be today. “Having real life social proof of how effective our products are is extremely important in a competitive marketplace.” says Chloe Paratore, Global Head of Digital at frank body.

In addition to reviews, frank body was also using Yotpo SMS to reach thousands of subscribers.

When the team started to look for a new email solution, Yotpo Email emerged as a natural alternative and the following factors really appealed to the brand:

• One provider for SMS, reviews and email
• Much stronger integration with Shopify
• Usage-based pricing on email that would lead to cost savings
• The fact that Yotpo also offers Loyalty, which the brand plans to explore down the line

Results

Switching to Yotpo Email has helped the brand not only grow their subscriber base but keep them engaged with targeted campaigns. As a result, open rates on their email campaigns with Yotpo are well above the benchmark and their channel ROI since switching to Yotpo Email is 84.5x.

The work that the brand has put into the email welcome flow triggered by their Spin to Win pop up has a whopping 61% open rate (double the benchmark at 30%) and is yielding a 21.7% conversion rate.

Meanwhile the average ROI on frank body’s SMS flows sits at 245x.

On the reviews front, frank body has used Yotpo Reviews to generate 31,464 reviews to date with an average star rating of 4.75. At 4.92%, their Order to Review ratio is above the benchmark, and shoppers who engaged with the widget drove up to 50% of the revenue for the brand.

Here are some other benefits frank body is seeing since adding Yotpo Email to the mix.

A better overall Email and SMS solution: Managing email and SMS marketing within the one experience is allowing the brand to step back and look at their email and SMS strategy more holistically and address gaps.

The ability to integrate email and SMS into the one flow and measure the performance of each has been really valuable for the team. As has Yotpo’s much more seamless Shopify integration. “Setting up dynamic discount codes is super easy with Yotpo Email and it automatically populates into Shopify which makes life easy.” says Laura.

Niche segments, more relevant comms, fewer subscribers lost: The team finds the segmentation capabilities in Yotpo Email and SMS far superior and says it is enabling them to be more targeted with their campaigns.

For instance, rather than sending a discount code to a huge segment, the brand can now be more controlled and send it to a more specific subset.

“We love being able to create niche customer segments. It helps us stay relevant and our customers more engaged.” says Laura who notes that if the brand had continued to stay with their previous provider and send out batch-and-blast emails, they likely would have continued to lose subscribers.

A/B testing email campaigns to increase engagement, clicks: Laura says “A/B testing has been particularly helpful in our attempts at improving click-through rates. It’s great to know what imagery, copy, CTAs resonates best with our audience.”

Leveraging the power of cross-sell campaigns: Segmenting by historical sales data has made it a lot easier (and a lot less manual) for the team to run cross-sell campaigns, which are performing quite well according to the team.

Less dev involvement, customisable subscriber collection tools: The team is now able to create and implement data collection tools such as pop ups and forms with little to no developer assistance.

“These tools are easily customised to suit our website and branding, like our Spin to Win pop up, which has been excellent at increasing subscriber growth within a very short period of time.” says Laura.

Strategic support from a dedicated team: As a busy team, the team at frank body appreciates having a dedicated customer success team they can work with to leverage the platform's functionalities.

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