CASE STUDY

doe lashes

How doe lashes reduced their email marketing bill by 32% using orita.

32%

gross savings on monthly email marketing bill

68k

number of duplicate, spam & non-responsive contacts suppressed

2.2k

previously suppressed contacts rescued as potential purchasers

Background

doe was created for the purpose of making soft, comfortable lashes that are stylish, easy to use and affordable. The company is built on continuous learning and growth, with a large side of playfulness. An expert in influencer marketing, the brand is well-known for its creative social media campaigns.

But the DTC beauty sensation didn’t grow into a multi-million dollar brand from just $500 start-up capital in one year by wasting money. In fact, “From the beginning, [Founder] Jason Wong was determined to use as little money as possible to get Doe off the ground. He stuck to the basics at first, focusing on quality and cost above all else.”

Email marketing has been a critical part of the brands’ growth, relying on first-party data and the advanced personalization capabilities of Klaviyo to connect with potential customers. But the brands’ cost per acquisition has recently tripled, according to Wong. Needless to say, the team is constantly looking for ways to reduce marketing spend, without reducing effectiveness.

The Challenge

doe uses Klaviyo for its email marketing, sending from 1,000,000 to 1,700,000 personalized emails every month. And the brand has seen great results.

Email marketing is a proven tactic for increasing retention for DTC brands, and for most marketing teams, it’s a well oiled machine.

But email marketing lists can get out of hand easily; filling with duplicates, spam and - most commonly - unengaged accounts. And when you’re paying for volume, this equals wasted budget.

Many brands will hand suppress email addresses, but this is extremely time consuming and leaves room for error. For doe lashes, they knew they could be more effective and efficient with their email marketing lists, but didn’t have the time or resources to spend on the project.

The Solution

The leadership at doe immediately saw the value in cutting email marketing waste. They knew their email lists had a lot of duplicate and unengaged accounts, and needed a thorough cleaning.

In less than 5 minutes, Jason was able to connect to orita via its self-serve web app and begin transferring data from its Shopify and Klaviyo instances.

Five days later, orita had built a custom data-driven model to dynamically suppress and activate customer accounts based on when they would be most likely to make a purchase. In the case of doe:

There were 300 junk, duplicate or spam email addresses that were permanently removed from the email list.
The remainder of the suppressed profiles had not responded to an email, visited the website or placed an order for an average of 459 days.
Out of these profiles, 38% were previous customers and 62% were prospects

“Because of the dynamic nature of the platform, we’re confident that the right accounts will be suppressed and reactivated when seasonality or purchase cycle call for it. And we love that it all happens in the background; there’s no other software that does this.”

Jason Wong
Founder, Doe Lashes

The Results

After engaging with orita, doe easily downgraded its Klaviyo plan to reflect the new customer list. Not only did the model find more than 68,000 accounts to suppress…it also rescued more than 2,200 accounts that had been hand-suppressed but were actually potential shoppers. Today, doe trusts that orita’s platform will work behind the scenes to make sure the right email accounts are activated and suppressed at the right time.

“In a few weeks, orita reduced our monthly Klaviyo bill by 32%. There are so many platforms out there that promise growth for DTC brands, but I love that this one guarantees cost savings.”

Jason Wong
Founder, Doe Lashes