Email

Fur

MuteSix worked with the the skincare brand to increase brand loyalty and retain customers with email marketing.

Overview

Fur provides natural, effective skincare and haircare for up top, down there, and everywhere in between. Fur products elevate your body hair and skincare routine, and the entire product line is created with the cleanest facial-grade, vegan, cruelty free, non-toxic ingredients that are dermatologically and gynecologically tested.

The Goal

MuteSix was tasked with increasing Fur’s brand loyalty and implementing retention strategies through email marketing. 

 

The Strategy

In order to increase brand loyalty, two new loyalty tiers were implemented with incentivized purchase perks to acquire new customers and encourage existing Fur rewards members to continuously engage. To creatively and consistently promote the new and improved loyalty program, we collaborated as a team across paid and organic channels. We worked to differentiate the loyalty program and to encourage signs up by communicating to customers that the new tiers were created to fit their specific behaviors and shopping needs. 

When developing our messaging, we recognized Fur’s loyalty program and subscription levels should reflect the personal nature of their grooming products. We understood that a personal subscription should come with personalized messaging in order to nurture both existing and new members in intentional ways. With that in mind, we differentiated our messaging based on definitions of engagement behaviors, created custom segments and personalized the creative to promote and capture the attention of the customer. Overall, each email was a touch point optimized to a specific demographic.

21.5% of overall revenue attributed to email
30% of one month's sign ups came from one email
66% of email recipients were/became repeat purchasers from one email
51.1% Average engagement rate
8.4% Conversion rate
17%+ Consistent open rates