The numbers
- Who did the work: me, managing paid ads and email strategy directly
- +183%
- email revenue
- 3.8x
- ROAS on paid ads
- +156%
- subscriber list growth
- -38%
- customer acquisition cost
The situation
Ruthi Human Hair is a luxury human hair brand with a loyal customer base, but its marketing hadn't caught up to its positioning. Email was mostly basic broadcast sends with minimal automation, and paid advertising wasn't delivering results that justified the spend.
What I did
- Rebuilt the Klaviyo program with an automated welcome series, post-purchase follow-ups and VIP customer segments, written to keep the luxury tone while still asking for the sale.
- Optimized ad creative and targeting around high-value customers, using premium imagery and refined audiences instead of broad prospecting.
- Rebuilt conversion tracking so ad performance could be measured and optimized with confidence.
- Grew the subscriber list through optimized pop-ups, post-purchase capture and lead magnets built for quality over volume.
The result
Email revenue grew 183%, the subscriber list grew 156%, and average open rate held at 42%. Paid ads returned 3.8x ROAS with ad revenue up 145%, while customer acquisition cost fell 38% as targeting and creative improved.