How epres™ Used Dynamic Content to Supercharge Conversions
epres™, a professional haircare brand, needed a lifecycle marketing strategy that would drive engagement and revenue while maintaining a seamless brand experience. After struggling with a templated approach from a previous agency, epres™ partnered with Retencity to optimize their email and SMS marketing through personalization at scale and rigorous testing.With Retencity’s expertise, epres™ achieved:
Klaviyo Revenue
Click-Through Rate
Capture Rate
“The switch to Retencity resulted in significant improvements in our lifecycle marketing performance.” - Sarah Skinner, Head of Digital & Ecommerce, epres™
Challenge
epres™ needed a way to effectively engage two distinct audiences, professional stylists and consumers, without doubling their lifecycle marketing efforts. Their previous agency struggled to capture the brand’s voice and created delays that stunted their email program’s growth.
Additionally, epres™ aimed to:
- Increase subscriber growth through onsite pop-ups
- Improve email segmentation and personalization
- Reduce unsubscribes and optimize send cadence for long-term engagement
- Boost revenue and engagement through strategic testing
- Integrate SMS as a key retention and conversion channel
Solution
Personalized Content with Klaviyo’s Dynamic Blocks
Using Klaviyo’s show/hide blocks, Retencity delivered highly personalized emails to different audience segments within individual campaigns:
- Existing customers → Encouraged subscriptions with free shipping
- Non-customers → Promoted trial offers to encourage first-time purchases
- Professionals → Highlighted product benefits for salon use
This dynamic approach maximized email scope efficiency while increasing engagement, personalization and conversions.Additionally, SMS played a key role in reinforcing these touchpoints, with personalized message sequences driving urgency and repeat engagement.
“Advanced personalization and segmentation have been game-changers for us. By segmenting our emails to target professional and consumer markets, we've seen a marked improvement in engagement and sales.”
- Sarah Skinner, Head of Digital & Ecommerce, epres™
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Evidence-Based Testing
Retencity implemented an Evidence-Based Testing framework within this personalized approach to refine lifecycle marketing campaigns. Major success areas included:
- A/B testing dynamic banners across emails, leading to a 76% increase in click-through rates
- Refining segmentation strategies, optimizing campaigns based on purchase behavior (non-customers, recent customers, lapsed customers)
- Adjusting send cadence and storytelling content, reducing list churn while enhancing long-term engagement
- Incorporating SMS timing optimizations, ensuring messages landed at peak conversion windows
“Retencity’s strategic approach to A/B testing, messaging refinement, and lifecycle flow optimization, across both email and SMS, has helped us dramatically improve engagement and conversions.” - Sarah Skinner, Head of Digital & Ecom, epres™
Onsite List Growth Optimization & SMS Expansion
To grow epres™’ email and SMS subscriber base, Retencity optimized on-site pop-ups with strategic A/B testing, comparing lifestyle imagery vs. product-focused visuals and more, which resulted in:
- 40% increase in capture rate
These insights led to further email and SMS opt-in growth strategies, reinforcing email messaging with SMS-exclusive promotions and timely reminders to drive conversions.
Results
Retencity’s customized approach to personalization and testing helped epres™ streamline operations, engage key customer segments, and significantly increase revenue across both email and SMS to help epres™ achieve:
Klaviyo Revenue
Click-Through Rate
Capture Rate
Looking ahead, epres™ continues to refine its lifecycle marketing strategies with Retencity’s expert strategy and execution.
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About epres™
Founder Eric Pressly first discovered his talent for innovation while pursuing his Ph.D. in materials science. He worked on everything from developing life-saving pharmaceuticals to inventing the bond-building category in haircare. Now, he has created epres™, the next generation in high-performance haircare. The product range features two first-of-its-kind, acid-free, bond-building treatments available in the professional and consumer space. The products are formulated with unprecedented Biodiffusion™ technology, which continues to move and repair even after the hair is dry.
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