Automation Success
With a Channel 4 TV advert scheduled to launch within two months, the priority was to build a strong automation foundation capable of supporting a surge in new traffic - while keeping existing customers informed and engaged ahead of the campaign.
The Brief:
I implemented a full suite of core automated flows tailored to the skincare customer journey - focusing on product education, routine-building, and long-term retention.
Alongside automation, I used the upcoming TV advert as a key moment in the email calendar. A series of teaser-led campaigns were introduced to keep existing customers informed, using āsomething is comingā messaging to build anticipation and reinforce brand presence ahead of the Channel 4 launch.
To support new list growth, on-site pop-ups were A/B tested and refined to maximise submissions, ensuring new visitors were captured and seamlessly fed into the automation ecosystem.
The focus throughout was clear: use automation and campaign touchpoints together to support both immediate demand and long-term growth.
The Approach:
The Outcome:
Ahead of the Channel 4 launch, helloSKIN had a fully optimised automation ecosystem in place - ready to capture inbound interest, nurture new subscribers, and convert customers at scale.
Email evolved from a basic operational channel into a retention and revenue-driving system, supporting campaign-led traffic while strengthening long-term customer relationships.
3.86%
Placed Order Rate
69%
Attributed Revenue from Flows
51.2%
Average Open Rate
