Origani

406% increase in Klaviyo email open rates after 90 days.

If you’re a brand that sells some of the most premium skincare on the market (including ones infused with caviar, 24 karat gold, ginseng, and more), your digital assets need to reflect this same calibre of quality, luxury and exclusivity.

But when we first met Origani, their CRM strategy was missing a few email marketing best practices — giving us a real opportunity to step in and truly elevate.

For instance, all email campaigns were sent to the brand’s entire database, never personalised, and often on a daily basis with the same repeated design and content. 

Segmentation was non-existent, and it felt like throwing 100 darts at a target all at once, except none would (or could) ever stick because the dartboard was already full. 

But Origani is all about products that can instantly, visibly, and provenly transform.

So, we sought to replicate the transformative magic of their range – in the realm of CRM and all things email marketing. Beautiful brands should never be held back by deliverability.

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The Challenge:

Whilst their in-store customer base is loyal, almost all of Origani’s digital channels were underutilised. As mentioned above, they sent emails to everyone.

Regardless of engagement. 

And look, we understand the rationale behind an approach like this. 

Shoot a million times in the dark and hopefully one sticks. But we’re of the opinion that if you switched the lights on instead (aka. communicate effectively, strategically, and with those likely to convert), the odds of success are way higher than if you stayed in the dark. 

What were the consequences of Origani’s mass sends?

High unsubscribe rates, plummeting open rates, and a damaged sender reputation that capped Klaviyo revenue to just 11.59% of total site revenue.

For context, an eCommerce skincare business should sit between 25% to 35% of total sales being attributed to email marketing revenue.

As one of Melbourne’s top Klaviyo partners and retention marketing agency, we knew this wasn’t just a deliverability issue - it called for email segmentation strategies too.

The Results:

After plotting out a bespoke customer journey map, flows and automation systems, design templates, marketing calendar and campaign plans (and executing them, of course!), the first 90 days of our partnership with Origani saw the following results:

• Open rate increased 406% from 10.9% to 55.2%
• Click rates increased 165.4% from 0.52% to 1.38% 
• Revenue per Recipient saw a 320% uplift from $0.10 to $0.42
• Klaviyo-attributed revenue increased 161.5% from 11.59% to 30.31%

And all of these were achieved in spite AND because of sending 79% fewer emails.

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Yep, Origani tripled the share of revenue from Klaviyo while sending to a fraction of their list.

These data points are also indicative of healthier deliverability, plus more engaged, higher-intent subscribers receiving the right message at the right time.

The Solution:

We didn't need to blast more. We needed to blast better.

The first 30 days of CRM with Origani were all about repair. 

Instead of continuing to send to unengaged audiences, we hit pause on all broad sends and focused exclusively on high-engagement segments. By sending only to 21% of the previous email volume, we rebuilt Origani’s sender reputation from the ground up.

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From there, we layered in flows like:

• Welcome
• Abandoned Cart & Browse
• Replenishment
• Post-Purchase
• Review Request

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As much as Origani accompanies products and SKUs with relatively higher price points, the brand is undeniably generous in terms of the bundles they push and eDM exclusive offers. 

Which is a massive win when it comes to shaping incentives for warm audiences.

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Every flow was designed to not only convert, but also keep Origani in good standing with inbox providers. But we’d never stop here.

Now that Origani’s domain reputation is back in top shape, we’re entering Phase 2 of our eCommerce email marketing plans (aka. “Strategic Scale”). 

This means:

• Reintroducing previously disengaged subscribers through winback flows
• Warming up colder segments (180/365 day) during key sale periods
• Driving cold leads from paid ads into high-performing lead-gen pop-ups
• A/B testing different content elements, from subject lines to discount offers
• Tying CRM into site-wide journeys like the skin quiz and loyalty program, with dynamic flow touchpoints across both.

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As a long-standing email marketing agency that’s been around the block a fair few times, our strategies will work towards expanding campaign reach – but always with engagement thresholds and deliverability benchmarks front of mind.

Because if Origani’s performance proves anything, it’s this:

Sending fewer, better-targeted emails can actually drive more revenue.

Looking to explore smarter eCommerce CRM solutions in Australia, or want a second opinion on your Klaviyo set-up? Chat with us for a free audit covering everything from retention strategy to lifecycle flows, to email marketing tips.