How CRM Generated Over 55% of Revenue for a Beauty Company

For many e-commerce brands, email marketing is treated as a promotional channel. Campaigns are sent, discounts are offered, and abandoned baskets are chased.

But when CRM is built properly, it becomes a predictable revenue system.

The Challenge

For most e-commerce brands, growth conversations tend to focus on acquisition: more traffic, more ads, more reach. 

Rather than chasing more traffic or increasing ad spend, the opportunity for the growth of Skin Pharmacy sat inside the customer base the brand had already built. 

If the CRM system could:

• Personalise communication based on behaviour

• Nurture customers through structured journeys

• Increase repeat purchases and basket value

Then revenue could grow significantly without relying solely on acquisition.

The Solution

Personalised Email Campaigns

Emails were personalised based on real customer behaviour rather than the basic inclusion of the recipient's first-name. 

• Customers browsing a product but not purchasing received follow-up emails showcasing alternative product and brand options. 

• Customers who purchased an item received recommendations for products designed to complement their purchase. 

Lifecycle Nurture Journeys

We developed structured nurture flows designed to capture intent and guide customers through the buying journey. These included:

• Abandoned basket recovery sequences

• Welcome series optimised for first purchase conversion

• New product and brand launch campaigns

• “Shop My Shelf” recommendations from beauty insiders

• Seasonal campaigns

Audience Segmentation

Customer groups were segmented based on shopping behaviour, engagement, and value. 

• VIP and Gold Tier customers received early access to events, launches, and limited-time offers.

• Inactive customers were re-engaged through targeted incentive campaigns.

• Birthday campaigns provided personalised offers to encourage repeat purchasing.

Multi-Channel CRM Integration

Email was supported by SMS and WhatsApp messaging, aligned with the same segmentation and behavioural triggers.

By prioritising two core metrics, Revenue Per Recipient and Automated Flow Revenue, CRM became responsible for over 55% of the business’ total e-commerce revenue. 

The Impact

• 77% increase in CRM revenue YOY

• 51% increase in automated flow revenue

• 35x return on invested capital 

• +15% placed order rate in the welcome flow

• +102% increase in website visitors year-on-year without increasing ad spend

• Over 55% of total e-commerce revenue attributed to CRM activity

When personalisation, segmentation, and automation are introduced, CRM becomes one of the most powerful revenue drivers in e-commerce.r