HEX Performance

Data-Rich Email Program

The Challenge

HEX Performance operates as a niche player in the extremely competitive laundry care space. With laundry care’s notoriously high customer acquisition cost, email marketing is key for customer retention and conversion. HEX struggled to fully utilize email marketing to engage its customer base.

Labyrinth’s Services

  • Email Newsletter Strategy
  • Lifecycle Flow Strategy
  • Content Calendar Development
  • Platform Migration & Setup
  • Reporting & Channel Performance Insights

The Solution

Labyrinth Digital identified a need to establish a consistent, data-driven, and sustainable communications strategy built on a robust email platform.

First, we migrated HEX from MailChimp to the more CRM-like Klaviyo ecosystem so we could better track customer behavior and tailor the email experience to their actions and history.

HEX previously had no lifecycle-based messages, so we started by building essential multi-touch automated flows (including a segmented welcome series, browse abandonment campaigns, and an abandoned cart series) to enhance short-term engagement and conversion. We then worked to create long-term engagement and loyalty through a win-back sequence, a re-engagement series, post-purchase triggers, and a cross-sell touch that encouraged re-orders and subscriptions.

Previously, HEX sent email newsletters intermittently and consistently provided large discounts. Labyrinth established a content calendar to create a more balanced and sustainable promotion strategy. Using a wider variety of email content spurred the growth of product subscriptions (a valuable recurring revenue source) and drove larger basket sizes.

The Results

With these changes, email revenue grew 51%, becoming the largest source of revenue for HEX. The overhauled email strategy resulted in a 40% improvement in email conversion rates and a 200% increase in repeat customer lifetime value.
Ultimately, Labyrinth was able to completely revitalize a neglected channel and transform it into both a reliable source of revenue and engagement.

51%

Growth in Email Revenue

40%

Conversion Rate Improvement

115%

Increase in Monthly Purchasers

163%

Customer Base Growth

Labyrinth’s Services

  • Email Newsletter Strategy
  • Lifecycle Flow Strategy
  • Content Calendar Development
  • Platform Migration & Setup
  • Reporting & Channel Performance Insights

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