Brief
Analyzing and Structuring the Email Channel
Laboratoire Dr. Renaud, a renowned brand in the professional skincare and dermocosmetic universe, sought to optimize the performance of its email channel and better structure its communication strategy with its customers. Although email marketing was already part of the brand's ecosystem, automations and campaigns were not being exploited to their full potential. Maze was mandated to conduct a complete audit of the email strategy and define a more coherent and effective CRM structure.
Goals
Transforming email into a loyalty driver
The project's objective was to reposition email as a strategic lever within the brand's e-commerce ecosystem. The strategy aimed to support customers at different stages of their relationship with the brand: product discovery, first order, skincare routine, and loyalty building. The challenge also involved better utilizing customer data to offer more relevant and personalized communications.
Tools and partners
Complexity and challenge
Structuring communication tailored for an expert audience
In the world of dermo-cosmetic care, marketing communications must combine education, scientific credibility, and a commercial approach. The challenge was therefore to structure a CRM system capable of supporting conversion and retention while respecting the brand's professional and expert positioning. Each communication had to provide value to customers, particularly by explaining product benefits and guiding their use.
Approach
CRM Audit and Customer Life Cycle Analysis
The mandate began with an in-depth audit of the existing email strategy, including an analysis of automations, campaigns, and the overall performance of the channel. This analysis made it possible to identify the main optimization opportunities as well as key moments in the customer life cycle where automated communications could generate more value. Based on these findings, Maze defined a CRM architecture structured around the different stages of the customer journey. Particular attention was paid to audience segmentation in order to adapt communications according to user behavior, purchase history, and level of engagement.
Solution
A Structured and Scalable Automation Architecture
Based on the audit's findings, Maze designed an automation strategy to support customers at every stage of their relationship with the brand. A series of CRM flows was defined to bolster key moments in the customer lifecycle: welcome sequences for new subscribers, automations related to browsing or purchase behavior, and communications aimed at encouraging repeat purchases and loyalty.
These automations were designed to deliver relevant and informative content, highlighting product benefits and the brand's scientific expertise. The strategy also clarified the role of email campaigns within the overall marketing ecosystem, integrating them with automations to create a coherent and high-performing communication system.
- +37%Open rate
- +9%Click rate
- +2%Conversions
Results
A more structured and effective CRM channel
The new strategy provides Laboratoire Dr Renaud with a clearer CRM system that is better aligned with its brand positioning. Communications are now better structured and more relevant to users, which helps strengthen customer engagement and support the overall performance of the email channel.
“Great expertise while listening to customer needs. This is key. A great balance between creativity and performance. They helped us upgrade certain aspects of our Shopify and Klaviyo sites. In short, my experience with Maze's agile team lived up to our expectations.”
Laboratoire Dr Renaud
