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CAMEL GLOW CASE STUDY

How a Hair-Care Brand Turned Email Campaigns Into 24% of Total Revenue

Summary

  • Mission/Challenge: Camel Glow needed a consistent campaign strategy that could educate customers and drive more sales.
  • Outcome: We created and managed branded, conversion-focused email campaigns.
  • Results/Impact: Email campaigns now generate 24% of the brand’s total revenue.
  • Services:
  • Email Campaign Set Up
  • Email Campaign Management
  • Email Copywriting
  • Custom Email Design
  • Customer Segmentation
  • Email Deliverability

Client Background

Camel Glow is a Canadian hair-care brand inspired by Middle Eastern beauty rituals. Founded by Daniela Biah and her mother, the brand creates plant-based products for women experiencing thinning, breakage, dryness, and damaged hair.

With a growing product range and more than 50,000 customers worldwide, Camel Glow needed an email system that could educate customers, communicate its story, and consistently generate revenue.

Mission/Challenge

Camel Glow needed campaigns and automated flows that could turn its strong brand story, product benefits, and customer results into sales.

The goal was to build a dependable retention channel while keeping every email aligned with the brand’s identity and customer needs.

Before (Situation & Concerns)

  • No complete revenue-focused email system
  • Automated flows needed stronger strategy and structure
  • Product benefits required more customer education
  • Campaigns needed greater visual consistency
  • Limited use of segmentation and targeted messaging
  • Email was not reaching its full revenue potential

Process / Solution

  • Built the full backend system in Klaviyo
  • Set up 12 flows with segmentation for the brand
best campaign2
New Project
New Project (4)
New Project (3)
New Project (2)
New Project (1)
  • Designed branded campaign templates to reflect PopupTee’s identity
  • Created structured segmentation for targeted messaging
  • Implemented deliverability best practices to maintain inbox placement

After (Results & Impact)

  • Email now generates 24% of total revenue
  • Campaigns and flows work together to drive sales
  • Email has become a dependable retention channel
  • Automated flows generate revenue throughout the customer journey
  • Campaigns maintain a consistent brand identity
  • Segmentation improves relevance and engagement

Email Campaigns

[Glow With Purpose]
[Heatless Styling for Back-to-Routine Season]
[Heatless Styling for Back-to-Routine Season]-1
CX A Mother-Daughter Hair Ritual
CX Pool Day Hair Rescue
National Wellness Month_ Hair Care Is Self-Care
National Wellness Month_ Hair Care Is Self-Care-1
Scalp Care for Thinning-Looking Hair
Summer Hair Recovery_ Sun, Sweat, Salt & Chlorine

Email Flows

Browse Abandonment B1
Browse Abandonment B2
Browse Abandonment B3
AB CHECKOUT 12
AB CHECKOUT 9
AB CHECKOUT 10
AB CHECKOUT 11
Post Purchase P1
Post Purchase P2
Winback W1
Winback W2
Winback W3
Winback W4
BROWSE 1
BROWSE 2
BROWSE 3
Cart 3
Cart 1
Review request email
Post-Purchase 6
Post-Purchase (repeated customers)
Post-Purchase (educational email)
Post-Purchase (1st time buyers)
Post-Purchase #5
Post-Purchase #4
Site Abandonment 4
Site Abandonment 3
Site Abandonment 2
Site Abandonment 1
VIP email #3
VIP email #2
VIP email #1
Sunset #2 (goodbye forever)
Sunset #1 (with discount)

Pop-Up Forms

  • Created optimized pop-up:
  • Time-delay pop-up form with 6.30% conversion rate

Performance Snapshots

  • Camel Glow performance screenshots

Closing Line

Camel Glow now generates 24% of its total revenue through consistent campaigns and automated flows. This is what happens when email is built as a complete retention system, not just a promotional channel.