How Doe Lashes 3Xed Email Opt-ins

With the recent changes in data privacy and advertising, many brands have put even more emphasis on their owned marketing channels, particularly email marketing. Doe Lashes is one of those brands.

Doe is a beauty brand that believes makeup should be an extension of your natural beauty. They craft the perfect pair of lashes that combine the gentleness of Korean silk hair with the weightlessness of fresh cotton bands.

The Challenge: Grow Revenue from Email Marketing

Doe Lashes' focus on email marketing has been critical to their success. They use Klaviyo to send every email—cart abandonment, welcome series, post-purchase and more. They were quickly trying to think of ways that they could increase revenue through this channel, while providing a more personal customer experience.

To gain an edge over other brands' generic emails and customers' crowded inboxes, Doe Lashes started to collect and leverage zero-party data on their Klaviyo email marketing campaigns. That's when they implemented an embedded Octane AI Shop Quiz on their Shopify store, called the Lash Quiz.

The Solution: Use a Lash Quiz to Learn About Customers and Supercharge Email

With the quiz, Doe Lashes is able to ask questions to site visitors, collect zero-party data (valuable data that a customer directly and voluntarily shares with a brand) and leverage it for deep email segmentation and personalization.

Doe Lashes launched their Shop Quiz by including it on their top navigation. This makes the quiz easily discoverable for all visitors. Within 30 days, 79% of people who view the quiz press start.

From the Shop Quiz results pages, 4.6% of quiz takers convert to purchase. With an 11% higher AOV for quiz takers versus regular customers, the Shop Quiz does more than collect data—it provides customers with a fun experience that helps them convert and buy more in the process.

“One of the best parts about Octane AI's Shop Quiz is the ability to tag our customers within Klaviyo to create different segments that we can in turn build new automated drip campaigns and personalize our messaging towards.”

–Jacob Sappington, Doe Lashes

The Advanced Zero-Party Data Insights Doe Lashes Gained

After launching their Shop Quiz, Doe Lashes quickly discovered new insights from the zero-party data collected from customers.

What they didn't expect was that over 35% of quiz takers haven't worn lashes before!

The Doe Lashes team had always assumed most customers were experienced with eyelashes. That's why their team was so surprised to learn that one third of site visitors had never bought or worn lashes before! With this information, Doe Lashes was able to create a whole new lash education sequence via email and on their website, which dramatically helped them connect and convert site visitors into customers.

All of this from a single zero-party data point!

Think about the kind of insights you could gain about your business if you had more zero-party data on hand.

Education-Focused Email Flow

Today, whenever Doe Lashes collects an email from the quiz and the person has never worn false lashes, an education-focused email flow is triggered.

This helps educate those new to lashes, warming them up to purchase and building a stronger relationship with Doe Lashes.

“One really incredible takeaway is that the Octane AI Quiz has allowed us to learn a key insight about our prospective customer that is informing a lot of our future customer acquisition strategy. We are seeing that over 35% of quiz takers have NEVER worn false eyelashes before. This is new information to us and shows that much of our new customers are experiencing false eyelashes for the very first time. We can lean into this insight and become a trusted source of education and information for a more timid, less-informed customer with the ultimate goal of Doe Lashes being their first and only lash brand.”

–Jacob Sappington, Doe Lashes

Key Takeaways

• 3x more email opt-ins than their on-site pop-ups
• 44% of new email subscribers are driven from their Shop Quiz
• 24% of all revenue comes through their Shop Quiz
• 11% higher AOV for quiz takers versus regular customers
• 79% quiz start rate from visitors who view the quiz
• 4.6% conversion rate from quiz completion to purchase

Did you know that brands who implement an ecommerce quiz drive 12-30% more revenue and see an average increase of 10% to their AOV?