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Dewha - From 5% to 29% in 2 months

Dewha is a Singaporean skincare brand dedicated to delivering premium skincare products that focus on a simple skincare routine to easily achieve healthy, glowing skin.

The Challenge

  • Email flow revenue was only 5%, which is below average.
  • The store faces a big challenge because it has a custom product page and a different checkout page using Woocommerce.
  • Five current flows are causing problems because they have bad content and errors, which is hurting revenue.

The Solution

  • Strategically set up 08 flows, including 04 core flows and 04 advanced flows, fully tailored to customer interests and insights.
  • Review integration, develop a unified solution, conduct user testing, maintain regularly, implement data backup, and stay updated with platform developments.

    • Using the API, create custom metrics such as 'Viewed Product,' 'Added to Cart,' and 'Active on Site' when users log in.
    • Create a custom product feed to add to the Catalog for use in emails instead of using the Catalog integrated from Woocommerce
  • Enhance the design of all emails and transition away from text-based content.


  • Email Attributed Revenue: 5% -> 29%
  • PHP3,263,000 ~ US$58,941 Generated from email flows in 30 days

What we do

Problem Discovery

  • Audit existing email marketing system.
  • Understand Client’s Business

    • Business Model and Products/Services
    • Target Audience: customers’ demographics, psychographics, and buying behaviors.
    • Current Marketing Strategies: Review existing marketing efforts, channels used, and their effectiveness.
    • Email Marketing History: Analyze past email campaigns, including design, content, frequency, open rates, click-through rates, and conversion rates.
    • Customer Feedback and Reviews: Look into customer feedback, reviews, and testimonials to gauge customer satisfaction and common pain points.
    • Competitor: Research competitors' email marketing strategies and performance for benchmarking.
    • Tools: used for email marketing and related ones.
    • Expectations in email marketing.

Strategy Design: Resolve the Problem

1. Collect subscribers’ data

  • Apply on-site quizzes to track the audience’s skill level and interests
  • Segment sign-up forms to collect more data
  • Add custom properties for subscribers based on their behaviors on emails.

2. Build detailed segmentations based on data  collected: by Category and by Concerns / Age group / Location

3. Set up 08 email flows: pre-purchase, post-purchase, and advanced.


a. Collect subscribers’ emails:

  • Opt-in and list growth strategy should be regarded as one of the most important strategies .
  • This step is the foundation for a successful email marketing journey. In addition to collecting emails from customers who have placed orders or abandoned their checkout, we will take all avenues to expand our email list:

    • Popup form:pffer free ebook
    • Newsletter subscription (footer): secret gift
    • Blog
    • Social media

b. Implementation:

  • Send automated emails to customers who actively subscribe to the store.
  • The flow includes 32 emails, running over 8 days, to educate and convert subscribers into customers.
  • Emails are personalized based on customer's browsing history, tailoring content to their specific interests in products like Masks, Toners, or Eye Creams.


  • For customers who have started checkout but haven't completed it yet.
  • 12-email flow with A/B testing: one set of 4 emails over 2 days, and another set of 4 emails over 3 days.
  • The flow is triggered by cart value for customized content: segments for cart value >PHP 899 and ≤PHP 899.


  • For subscribers who have added items to their cart but haven't checked out yet.
  • The flow includes 18 emails, each segmented and personalized based on 18 different customer concerns such as blackheads, moisturizing, anti-aging, etc.


  • For subscribers who have viewed products but haven't added them to the cart
  • 24 emails across 4 days, each addressing unique customer concerns such as blackheads, moisturizing, anti-aging, and more.


  • For subscribers who are active on the site but haven't viewed products.
  • A series of 4 emails, each rigorously filtered to avoid sending the same email to a customer within 14 days.


  • For customers who have recently made a purchase
  • A series of 51 emails, each triggered based on the customer's purchase history: first purchase, second purchase, and beyond.

    • Each email is tailored to the product purchased, providing detailed instructions and practical tips and tricks related to the specific item.
    • Personalize nội dung email dựa theo product type khách đã mua hàng, chia sẻ hướng dẫn sử dụng và tip/trick liên quan trực tiếp đến sản phẩm khách đã mua.


  • For customers who have exceeded their Buying Cycle Time but haven't made a purchase yet.
  • 3 emails over 6 days, with the sending time based on the buying cycle.


  • 3 emails (one coming 10 days before the birthday and the others right on the birthday), offering a massive birthday gift.


  • 4 emails, requesting reviews from customers XX days after their order.

4. Data Feed & Tags

  • Create custom catalog feed based on categories and concerns.
  • Add tags related to product preferences and customer concerns to personalize content and calls-to-action (CTAs) in each email.

Onboard: Delivering The Solution

  • Getting Started with Klaviyo: Foundation for Growth
  • Building Lists and Segments
  • Designing Emails that Convert
  • Creating First 5 Automated Flows
  • Creating 3 Advanced Flows


  • Review the AB test results to optimize our email flows and campaigns monthly and quarterly to find the winning formula for our email marketing strategy.


  • Email Attributed Revenue: from 5% to 29%
  • Increase in Email Revenue: 19x