CRM revenue engine

Key results

• +77% — CRM revenue YOY
• +51% — Automated flow revenue
• 35X — ROI
• +15% — Placed order rate in the welcome flow
• +102% — Website visitors YOY
• +55% — Total revenue attributed to CRM

Summary

How CRM generated over 55% of annual revenue for a beauty company.

Why it mattered

For many D2C beauty companies, 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 and increase repeat purchases and basket value, then revenue could grow significantly without relying solely on acquisition.

Our strategy

Move from channel-led media to intent-led media, with a qualification layer that protects sales time.

Execution

Paid media restructure, lead-scoring model, new landing pages, and a CRM workflow that routes by buyer readiness.

Results

Cost per qualified lead halved within 90 days, and conversion to viewing up 2.4x.

What success looks like

• 77% CRM growth YOY — Plus, over 55% of total e-commerce revenue attributed to CRM activity

The solution

Structured nurture journeys

• 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, and 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.

Testimonial

Such a clean email, I love it! Can we do it again?