Styling BFCM Success With Strategic Segmentation for Beauty by Imagination
![BBI logo](/sites/default/files/images/bbi_logo%402x.png)
Beauty by Imagination (BBI) is a leading global haircare company offering a range of hair care products, accessories, and styling tools for everyday consumers and salon professionals with a portfolio of popular brands like Wet Brush, Ouidad, and Bio Ionic.
After a successful 2022, BBI aimed to surpass their previous Black Friday and Cyber Monday performance. Northern made this goal a reality by tactically increasing sending volumes, refining email content, optimizing email designs for conversions, and targeting specific customer segments. With this strategy, all three brands maintained healthy engagement and deliverability metrics while surpassing revenue goals.
Ramping Up
Throughout Q3, Northern started gradually expanding segmentation by using engaged segments while layering in tactical behavioural segments to ramp up sending volume. To protect your sender reputation and ensure emails land in inboxes, this steady approach to segmentation is vital for BFCM success.
Segmentation
Northern devised a refined segmentation strategy for all three brands. This strategy entailed three full-list sends for each brand, followed by targeted resends based on behavioural criteria such as frequency and recency of purchases, average order value (AOV), engagement, and on-site activity to focus on the highest overall shopper intent. Furthermore, the team leveraged tactical customer segments to offset lower engagement from full-list sends, personalize communications, and gain deeper insights into BBI’s diverse audiences.
These segments included:
These segments demonstrated high engagement rates across all three brands, surpassing industry averages for both open and click rates. This approach enabled Northern to engage with a broader audience while strategically segmenting them, resulting in a year-over-year (YoY) increase in revenue while maintaining healthy engagement and deliverability metrics
Content & Design
Northern adopted a cohesive email theme while employing distinct designs for each campaign during the BFCM 2023 period. This approach involved varying copy, products, and hero images across campaigns such as pre-Black Friday sales, Cyber Week sales, early access VIP messages, and the main Black Friday and Cyber Monday events. The team strategically integrated creative elements such as countdown timers, promotional banners, and messaging emphasizing exclusivity and limited-time offers to instill a sense of urgency and prompt customers to convert.
Wet Brush:
Ouidad:
Bio Ionic:
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