U BEAUTY
39.7%
36%
23.8%
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THE CHALLENGE
U Beauty's flow program was relying on volume rather than efficiency, with underperforming flows, like abandoned cart and checkout, pulling down conversion rate. Their subscription program also needed a stronger onboarding process to set expectations for new paid subscribers, and several inactive triggers were sitting untapped as missed opportunities for net new revenue. U Beauty needed a partner who could rebuild the flow architecture around relevance and precision rather than just increasing send volume.
"The New Standard team didn't just increase our retention revenue, they completely redefined how we think about lifecycle marketing. Their approach to retention goes far beyond email and sms. It's rare to find a partner that's both strategic and lightning-fast in execution. Their ability to drive efficient and measurable results while staying true to our brand voice makes them an invaluable extension of our team."
WHAT WE DID
Instead of sending more volume, New Standard focused on flow efficiency and relevance. We audited underperforming flows, including abandoned cart and checkout, and relentlessly tested creative to improve conversion rate. We also launched new flows from previously inactive triggers to create net new revenue, testing rigorously to maximize every KPI.
We leveraged customer data throughout the post-purchase journey, personalizing creative and conditional splits based on each customer's last purchase and predicted next purchase, delivered on an updated, predictive timeline. On the subscription side, we revamped the onboarding process for new paid subscribers to set expectations more successfully, which, paired with a stronger program understanding, drove down cancellation rate and increased lifetime value by 16%.
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