Email & Ecommerce Growth Case Study
Unlocking Email as a Revenue Engine for a B2B Beauty Distributor
How ABI Beauty increased ecommerce revenue 21% by building lifecycle marketing infrastructure and aligning Shopify CRO with a structured promotional cadence.
Industry
Wholesale Beauty Distribution
Platform
Shopify + Klaviyo
Services
Email, Lifecycle, CRO, Growth Strategy
Timeline
7 Months
The Business Context
ABI Beauty supplies professional haircare products to salon owners and stylists across British Columbia and Alberta — holding exclusive distribution rights for Milk_shake professional haircare.
While the company had strong distribution relationships and demand, their ecommerce infrastructure had never been fully developed. Online revenue averaged approximately $10,000 per month through Shopify house accounts, while the majority of wholesale orders still flowed through sales representatives.
The opportunity was to build the digital systems required to support predictable ecommerce growth.
The Core Problem
Demand existed, but the infrastructure required to convert and retain that demand did not.
Before Engagement
Only one promotional email every 1–2 months
No lifecycle marketing automation
No abandoned cart recovery
No welcome sequence
No structured promotional cadence
Limited promotional visibility across Shopify
Baseline Metrics
Conversion Rate
Add to Cart Rate
Average Order Value
Email Cadence
Strategic Intervention
Instead of immediately scaling acquisition, we focused on building the infrastructure that captures and converts demand.
Lifecycle Email Automation
- Klaviyo implementation from scratch
- Welcome flow with offer
- Abandoned cart & checkout flows
- Weekly promotional campaigns
Shopify CRO Improvements
- Promotional visibility on collection pages
- Stronger hero sections
- Reduced checkout friction
- Clearer offer messaging
Promotional System Alignment
- Manufacturer promos amplified via email
- Coordinated campaign cadence
- A/B tested lead capture pop-ups
- Aligned store & email offers
Performance Results
Lifecycle infrastructure and CRO alignment drove measurable growth across every metric.
$10k → $12k/mo
Revenue Growth
from 1.01%
Conversion Rate
from $373
Avg Order Value
from 3.56%
Add to Cart Rate
Email Performance — 7 Month Average
Open Rate
Click Rate
Conversion Rate
Revenue / Recipient
Email now ranks in the top performance percentiles across key ecommerce benchmarks.
Immediate Impact
Within the first 30 days after launching lifecycle infrastructure:
Add to Cart Rate
Completed Checkout
Sessions
Sales
Email accounted for approximately 40% of total revenue during the early growth period.
What Drove the Growth
Lifecycle automation as the primary growth lever
Weekly communication cadence
Promotional visibility alignment across store and email
Checkout friction reduction
The lesson for ecommerce brands is simple: before scaling acquisition, build the system that converts and retains demand.
Desktop Design
Mobile Design
Client Testimonial
"Hey Ben, I just want to say thank you so much for all your support and your team with helping me and ABI Beauty with this massive transition to our family business. The way you communicated with our customers and the honest, professional advice you gave us has been nothing but amazing. You and your company have been my saving grace. I don't know how I would have done it without all the work you have been doing. So once again big thank you."
"I really appreciate how you and Square Digital work with ABI Beauty. Thank you."
"You do good work Ben, thanks so much."
— ABI Beauty, Ownership
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