Case study · Beauty retail
Macta Beauty: a complete flow rebuild, measured year over year
Macta Beauty is an Estonian beauty retailer. In the summer of 2024 we rebuilt every flow in the account. Same three months, year over year, flows only: flow revenue up 67%, on rates, not just volume.
- Client
- Macta Beauty
- Services
- Complete flow rebuild
- Duration
- June to August 2024
- Measured
- Year over year, flows only
Results
June to August 2024 vs June to August 2023.
+67%
Flow Revenue
+19%
Revenue per Recipient
+12%
Avg Order Value
+28%
Click Rate
+10%
Placed Order Rate
+5.8 pts
Open Rate
The rate metrics are the point: each email did more, and unsubscribes didn’t move.
01 · The situation
The flows had been built some time earlier and had gone largely untouched since; the in-house team’s attention was on campaigns and the rest of the marketing calendar, not on the automations running underneath.
02 · What we did
June to August 2024: a complete rebuild of all flows. Logic, segmentation, copy and design, rebuilt from the trigger down and switched on progressively through the summer.
03 · Why year over year
We compare the same three months a year apart, so seasonality, promotions calendar and buying rhythm are the same on both sides. What changed between the two summers was the flows.
04 · How these numbers were produced
These are Klaviyo-attributed figures for the account’s flows only, campaigns excluded, comparing June to August 2024 with the same months in 2023. They are not incrementality-tested; this engagement predates the side-by-side method we use on rebuilds today. We label them so you know what you’re looking at.
Client
“Beyond Welcome has proven to be a reliable partner for Macta Beauty. In a short period, they have demonstrated a deep understanding of their field, helping us improve our email marketing strategy and bringing the ideas to life. They are easy to work with and manage everything smoothly, even when we throw unexpected tasks their way with tight deadlines.”
Martin Koiksoon
Marketing Specialist, Macta Beauty