Read about how Formation Studio helped the sustainable skincare brand formerly known as Haeckels revamp their email marketing strategy, delivering a tailored solution that included new flows, content, and designs to elevate their brand relaunch and digital ecosystem.

The Situation

1

Haeckels, a trailblazing sustainable skincare brand, has built a devoted following through their exceptional products and unwavering commitment to sustainability. As the brand continued its impressive growth, they embarked on an exciting relaunch, unveiling a new name, packaging, and website—a bold step to further elevate their identity.

2

While email marketing had brought Haeckels some success, there was an exciting opportunity to take it to the next level. By introducing clear segmentation, automation, and a cohesive strategy, the brand could unlock its full potential, engaging their expanding audience in more personalised and impactful ways.

3

The relaunch also presented the perfect moment to align Haeckels’ email content and campaigns with their refreshed identity, creating a seamless connection to their new digital ecosystem. To support this transformation, Haeckels sought a partner to help them craft a dynamic email strategy that would enhance relationships, deepen engagement, and drive lasting growth.

The Formation POA

  • CRM audit

    CRM audit

    Formation Studio began by conducting a comprehensive audit of Haeckels’ existing email marketing strategy, assessing segments, testing practices, content, and campaign performance. We identified key areas for improvement, including better customer segmentation, a more personalised approach, and automated workflows to boost engagement.

  • Created email marketing strategy

    Created email marketing strategy

    Working closely with the team, we developed a tailored email marketing strategy that aligned with Haeckels’ new brand direction. This involved setting clear objectives, defining key customer segments, and establishing a consistent communication cadence to engage existing customers and attract new ones.

  • Created and implemented new automations

    We then implemented over 8 automated email flows, designed to engage customers at critical touchpoints. These included welcome emails, abandoned cart reminders, and post-purchase follow-ups. Additionally, we created more than 40 new email templates, each reflecting Haeckels’ refreshed brand identity.

  • Redesigned Klaviyo email templates

    To align with the brand relaunch, we redesigned all email templates, ensuring they reflected the new visual identity and tone. The updated designs featured fresh content and new elements, allowing Haeckels to connect with their audience more authentically and meaningfully.