The Client
ZENTS is a high-end skincare company focused on providing luxury skincare products using clean and sustainable ingredients.
The Challenges
The client had a strong presence in luxury spas but faced some hurdles in selling directly to consumers. ZENTS had been relying on promotion-based marketing (such as discounts) to drive sell-through and re-engage previous buyers. Because ZENTS creates luxury products, price-based strategies were not aligned with their company culture.
The Solution
Tobe’s goal was to drive revenue by moving to content-based marketing. Our strategy was to leverage content offers to re-engage previous customers and increase sales from engaged customers. Here’s what we did:
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- Segmented engaged customers from less-engaged customers and tested messaging to each category to optimize marketing to each group
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- Created valuable, high-quality content to be used in marketing campaigns
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- Built content-focused email campaigns
The Results
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- Increased revenue by 80% from the same promotion in the previous year
- 25% increase in overall revenue vs. the same quarter of the previous year
The Impact
With systems correctly integrated, data properly segmented, and optimized campaigns in motion, ZENTS was set up for continued, scalable growth:
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- Fewer angry customers (always a good thing)
- Ability to build more scalable marketing campaigns
- Fast and easy campaign iterations
- HubSpot reporting is consistent and reliable
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