Using AI to drive email personalisation.
Overview: Curlsmith, a leading brand in the curly hair care market, partnered with PAASE AI to personalise their automated email campaigns. Over a three-month trial, PAASE AI was integrated into Curlsmith’s Klaviyo platform to generate bespoke, dynamic content for automated email flows. The results were remarkable: an average 29% uplift in revenue per email sent across key programmes, including browser abandonment, add-to-cart, basket abandonment, quiz results, and cross-sell emails.
Challenge
Curlsmith faced challenges common in the e-commerce space:
- High cart abandonment rates.
- Low engagement with generic automated emails.
- Missed opportunities for personalised cross-selling.
Their existing email marketing strategy, while functional, lacked the dynamic personalisation required to engage a diverse audience effectively. Curlsmith needed a solution that could:
- Leverage customer data provided by an Octane.AI quiz more effectively.
- Generate highly tailored content for every email.
- Improve engagement and conversion rates across automated workflows.
“PAASE AI revolutionised our email marketing strategy. The level of personalization and engagement we achieved in just three months exceeded our expectations. The results speak for themselves: higher revenue, happier customers, and a streamlined workflow. We’re excited to continue leveraging PAASE AI to grow our business.” — Lottie Woodward, Retention Marketing Manager
The solution
PAASE AI seamlessly integrates with Klaviyo, enhancing its capabilities by leveraging AI-driven insights to:
- Personalise Content: Generate dynamic, bespoke email content tailored to individual customer behaviours, preferences, and purchase history.
- Continuously Learn: Use real-time data to refine and improve content performance.
Key automated email flows targeted during the trial included:
- Browser Abandonment: Encouraging customers to revisit products they’d shown interest in.
- Add to Cart: Nudging customers to complete their purchase with persuasive, personalised messaging (included full basket contents)
- Basket Abandonment: Offering tailored incentives to recover abandoned carts.
- Quiz Results: Providing customized content based on Curlsmith’s haircare quiz.
- Relo ross-Sell Programs: Recommending complementary products to past purchasers.
The results
The three-month trial delivered outstanding results:
- 29% average uplift in revenue per email sent: Across all targeted workflows, revenue per email increased by nearly a third, showcasing the power of personalized, AI-driven content.
- Higher Engagement Rates: Open rates and click-through rates improved significantly, driven by more relevant and timely content.
- Improved Customer Retention: Customers responded positively to the tailored approach, leading to increased repeat purchases.
- Operational Efficiency: Automated content generation reduced the manual effort required from the Curlsmith marketing team, freeing up resources for strategic initiatives.
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