KNC Beauty: 76% Revenue Lift YoY Without a Bigger List
A skincare brand was sending the same offers to the same list, hoping for different results. We rebuilt the segmentation, added a VIP program, and replaced the weak flows. Revenue grew 76% in 12 months.
The Brand
KNC Beauty. A premium skincare brand in one of the most crowded categories online. Their list was big. Their product was loved. But their email was doing what most skincare brands' email does, sending everything to everyone, and watching the numbers slowly slide.
The Challenge
The skincare market is a knife fight. Dozens of brands. Same ingredients. Same promises. Same "20% off your first order" popup.
KNC had a real edge, a genuinely loyal customer base. But their email setup wasn't using it. Everyone got the same email. The VIP customer who'd been buying for two years and the cold lead who'd just signed up both got the same 20% off code.
Two problems were quietly stacking:
Open rates were sliding because the wrong people were getting the wrong emails
Their best customers were being treated like first-timers — and quietly leaving
The list was full of money. The system wasn't built to find it.
The Goal
Stop sending everything to everyone.
Find the loyal customers and treat them like it. Wake up the lurkers. Make the email program work for the brand, not against it.
The Strategy
Three moves.
1. Segment.
Group customers by what they actually shop for — not just when they bought. Skincare buyers care about routines, not random discounts.
2. Build the VIP program.
Find the loyal customers hiding in the list. Build campaigns and flows only they see. Make them feel like insiders.
3. Rebuild the weak flows.
Replace the underperforming sequences. Add the missing ones — VIP and Reorder.
The Execution
We segmented the list by product category - face care, body care, hero products, gift buyers. Each segment got offers built around what they actually used. No more blasting 20% off everything to everyone.
We built a VIP track from scratch. Early access. Insider notes. Real perks. Campaigns and flows only the brand's most loyal customers ever saw.
We replaced the welcome series, browse abandonment, and cart abandonment flows. Each one rewritten for skincare buyers - story-led, ingredient-honest, conversion-built.
And we added a Reorder flow most skincare brands skip. Skincare is repeat-purchase by nature. We made sure the email program treated it that way.
The Result
12 months. Same list. Different system.
Overall:
Revenue: +76% year over year
Open rates: +20% YoY
Unique clicks: +37% by end of year
The rebuilt flows:
Cart Abandonment revenue: +47%
Browse Abandonment revenue: +67%
Welcome Series click rate: +38%
New Reorder flow: 37% open rate, 3.85% click rate
The VIP program:
VIP-qualified subscribers: +143%
VIP workflow revenue: +3,233%
Why This Worked
In skincare, your most valuable customer isn't the one you just acquired.
It's the one who's been buying from you for two years and doesn't know you have a VIP tier, because you don't.
Most brands chase new buyers. The money is sitting in the ones already on the list.
We find them. We treat them like they matter. They spend more, stay longer, and quietly become the most profitable customers on the list.
That's the work.
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Client Review
"Our list had been working at maybe 40% of what it could. Ecom007 came in, they segmented it properly, and built the VIP program we should've had three years ago. The numbers moved fast. What I appreciated most was that they treated our customers like a community, not a database"
Kristel, Founder of KNC Beauty
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