The state we walked in to
Truly Beauty had three distinct product lines, three distinct buying patterns, and one undifferentiated email program speaking to all of them the same way. The list was capable of much more than the system was set up to extract.
What we did
- Built a subscriber-level targeting program around lifestyle milestones — not generic broadcast.
- Layered SMS alongside email for acquisition, replenishment, and retention — each product line on its own track.
- Advanced segmentation by product affinity, purchase recency, and lifecycle stage.
- Fresh content rhythm: every send tied to the customer’s situation, not the marketing calendar.
Result
Over eighteen months: total email revenue compounded to +22,322%. Monthly email performance up +800%. SMS revenue up +333%, with +191% more SMS subscribers. The program now scales with the product line, not against it.