Curlsmith's Journey to 100K Email Subscribers through Personalized Marketing

Curlsmith is the first gourmet haircare brand specifically created for curls. The brand is inspired by generations of homemade hair remedies and blends fresh curl-loving foods with kitchen cupboard staples and rare organic ingredients to make premium products that really work. They create specific formulations for different hair types and had been experimenting with guided selling tools to better create personalized recommendations. However, they were struggling to find a tool that could build out rich customer data and deliver against the breadth of possible recommendation outcomes, while neatly integrating into Klaviyo and Shopify.

Curlsmith, a gourmet haircare brand, was facing challenges in enhancing their email marketing and capturing more subscribers. They had a standardized set-up, including database capture tools and pop-ups, but the current process was not providing enough information about consumers. The brand creates specific formulations for different hair types and had been experimenting with guided selling tools for personalized recommendations. However, finding a tool that could build out rich customer data, deliver against the breadth of possible recommendation outcomes, and integrate seamlessly into Klaviyo and Shopify was proving difficult. The need to automate the current CRM journey was identified as essential.

PAASE Digital, a top agency partner, stepped in to help Curlsmith. After configuring and implementing Klaviyo automation flows and segments, they introduced Octane AI. They implemented an Octane AI quiz to gather zero-party data about specific hair care needs, creating a better shopping experience where consumers receive personalized product recommendations and content. The quiz was integrated into a pop-up and the home page, and the email list was segmented based on quiz data. Dynamic content-based email automation was created based on quiz results. The quiz not only educated customers about their hair type but also explained why the recommended products were suitable for them. PAASE also implemented dynamic content during and after the quiz using the Octane AI + Klaviyo integration, allowing Curlsmith to use zero-party data to tailor personal flows and contact the right customer with the right product after the quiz completion.

• The implementation of the Octane AI quiz and the subsequent integration with Klaviyo and Shopify has significantly improved Curlsmith's email marketing strategy. The quiz has not only helped in capturing more subscribers but also in providing a better shopping experience by offering personalized product recommendations. The dynamic content-based email automation based on quiz results has also enhanced customer engagement. The quiz has become a key driver for both email/SMS subscriptions and site revenue for Curlsmith, indicating a successful operational outcome.

• Email database growth has risen from 7% per month up to 15%

• 52,616 unique quiz starts per month, with an 89% completion rate

• 6.3% quiz conversion rate that represents 3,335 orders