Brief
Evaluating and Structuring the Email Channel
Alyria wanted to improve the performance of its email channel and better structure its communication strategy with its customers. Although the brand already used email marketing, automations and campaigns were not leveraged to their full potential. Maze was mandated to conduct a comprehensive audit of the existing email ecosystem and define an automation strategy capable of supporting the brand's growth while maintaining its high-end positioning.
Goals
Transforming email into a customer relationship lever
The project's objective was to structure a communication system capable of supporting customers at every stage of their relationship with the brand. Beyond optimizing performance, the strategy also had to preserve Alyria's identity: a skincare brand based on strong scientific credibility and an elegant, reassuring approach.
Tools and partners
Complexity and challenge
Structuring the relationship without distorting the brand
In the world of skincare and beauty, marketing communications must strike a delicate balance between information, support, and promotion. The challenge was to design an automation system capable of supporting conversion and retention while respecting Alyria's unique tone and aesthetics. Each interaction had to contribute to strengthening trust in the brand, without weighing down the experience or compromising its positioning.
Approach
CRM Audit and Structuring the Customer Lifecycle
The mandate began with an in-depth audit of the existing email strategy to analyze current automations, sent campaigns, and the overall communication structure. This analysis identified key optimization opportunities and crucial moments in the customer lifecycle where automated communications could create more value.Based on these findings, Maze defined a CRM architecture structured around the different stages of the customer journey: brand discovery, first order, product usage, and loyalty. Particular attention was paid to audience segmentation to adapt communications based on customer behavior, purchase history, and their level of engagement with the brand.
Solution
An automation architecture aligned with the brand's DNA
Maze designed an automation strategy on Klaviyo that was perfectly aligned with Alyria's needs and identity. Each flow was conceived to offer a fluid, consistent, and engaging experience at every stage of the customer journey, without ever compromising the brand's inherent elegance.
The welcome flow introduces the brand in a warm manner while highlighting its scientific credibility. The objective was to build trust from the very first moments, by explaining the brand's positioning, its quality commitments, and the benefits of its products. A reassuring tone, understated artistic direction, and clear messages create a strong first impression.
Post-purchase flows were also implemented to guide customers in using their skincare routine. Rather than being limited to an order confirmation, these communications offer personalized advice, usage reminders, and complementary recommendations based on the type of product purchased. This approach helps to strengthen loyalty and increase the average basket value.
A reactivation flow was also designed for less active customers. Rather than sending a generic message, the strategy is based on segmentation according to past behavior: type of products purchased, purchase frequency, and level of engagement. Messages can thus offer tailored advice or targeted offers to re-engage dormant customers.
Finally, all email templates were designed to respect Alyria's visual signature. The designs are understated, elegant, and optimized for mobile, while remaining easily reusable by the internal team. In parallel, Maze supported the Alyria team in getting to grips with Klaviyo to enable them to analyze performance, test new approaches, and evolve their CRM strategy over time.
- +37%Open rate
- +9%Click rate
- +2%Conversions
Results
A structured email channel aligned with the brand
The new strategy allows Alyria to have a more structured and coherent CRM system, consistent with its positioning. Communications now accompany customers at every stage of their relationship with the brand, strengthening engagement, loyalty, and the value generated by the email channel.
“The Maze team combines deep expertise with real listening. That balance of creativity and performance is rare. They helped us refresh parts of our Shopify and Klaviyo setup and nailed it. Everything lived up to expectations.”
Alyria Skincare
