Shane Mulcahy

Increased email Marketing Revenue from 4% to 39% of total revenue within 90 days

The Brand

Buff Experts is a brand which centers on a juicy, bold and plant-powered collection of body care products. Buff Experts is for people who are fed up with ineffective ingredients and want to feel great about what they put on their bodies.

The Challenge

The brand was already using Klaviyo but the automation emails flows and campaigns were only driving 4% of total revenue. Customer acquisition was being driven by paid social but there was a need grow the email list with better lead capture, drive additional revenue and create personalised relationships with prospects and customers at scale.  

The Strategy

To maximise the traffic being driven to the website by paid social, we implemented a new email lead capture on the website. From here the welcome series nurtures prospect to their first purchase and nudges them back to the website without having to spend more money retargeting with paid social. 

We implemented automated email flows which sends the right personalised message to the right customer segment at the right stage of their buyers journey. Some examples include, welcome series, abandoned checkout, abandoned cart, browse abandonment, post purchase sequence, review request, replenishment flow and a winback series. 

We revamped the email creatives to improve click through rates and used AB testing to improve open rates.

The Results

  • Within 90 days of implemention and optimisation, email marketing revenue now accounts for 39% of total revenue, up from 4% previously. 
  • Email lead capture converts 4.8% of all website traffic into email subscribers. 
  • Average automated email flow click through rate is 5.31%.


“Working with Shane was an incredible experience! Shane did a thorough job assessing where we were lacking in our strategy. We could not be happier with the end result. He fixed our email flows and also created GORGEOUS templates that honour our brand’s vibe and voice and and make us feel proud to send to our customers. We really cannot recommend Shane and his services enough. You won’t regret it!” – Sina Zere, Co Founder