Turning One-Time Buyers Into Loyal Clients With Strategic Email Communications
Understanding the Need
Beauty Cult is a professional skincare distributor and esthetics education centre serving beauty professionals across Canada. When we first started working together, their email marketing was limited. They were sending one email every three months that were long, overloaded with information and focused solely on products and sales.
Their automated emails were left at the default settings, with no personality or brand voice behind them.
They needed a more intentional approach to communication that could build trust, provide value and give customers a reason to stay connected.
The Heart of the Work
Beauty Cult isn’t just a supplier, they’re a trusted partner for estheticians looking to grow their knowledge and their business. But that relationship wasn’t being reflected in their communication.
We wanted to create an email strategy that felt helpful, not salesy. That prioritized education, clarity and consistency. And that made people want to stick around, not just for products, but for the support and insight that came with them.
Our Approach
We started by shifting their email marketing from to a frequent and consistent rhythm: three emails a month, each with a clear purpose:
One focused on promotions or product features
One on upcoming education
One designed to add value (like tips, seasonal content or skincare education)
We also built out a five-email welcome sequence for new customers, triggered after their first order. These emails introduce who Beauty Cult is, how to get the most out of their order and where to go for support, reorders or education.
Throughout the process, we kept the tone clear and conversational, focusing on connection, not just conversion.
Services Provided
Email marketing strategy
Monthly content planning and copywriting
Email automation setup (e.g., welcome sequence)
Shopify + Flodesk integration support
Customer segmentation
Performance monitoring + optimization
What Changed
Since implementing the new email strategy, Beauty Cult has seen:
Higher open and click-through rates
More repeat customers
Stronger engagement with education and promotions
More importantly, their emails now reflect the same care, knowledge and professionalism they bring to their in-person relationships. Their clients feel supported and they’re coming back for more.