Escentual: Unlocking the Full Potential of Klaviyo with a Strategic Audit

THE CLIENT

Escentual is a trusted online beauty destination, offering a luxurious range of skincare, cosmetics, and fragrances. With a loyal customer base and a strong brand presence, the team was keen to ensure that their Klaviyo account was working as hard as the rest of their digital ecosystem. While the fundamentals were in place, there was a clear opportunity to optimise, evolve, and enhance performance through a more strategic and data-driven CRM setup.

THE CHALLENGE

When Escentual approached us, their Klaviyo account had a solid foundation with active flows, a growing database and a rich product offering. However, they realised there was untapped potential within their setup and they reached out for a professional lens through our auditing process to help identify what could be refined, streamlined, or scaled.

List Growth & Data Collection Enhancements:

Their sign-up form setup was functional, but small tweaks to design, timing, and logic could help maximise engagement and boost conversion rates.

Flow Development & Journey Optimisation:

Escentual had a number of flows in place, but our audit revealed opportunities to fine-tune triggers, expand logic, and align sending strategies to better reflect customer behaviour and lifecycle stage.

Design and Device Optimisation:

With more users engaging on mobile and across dark mode interfaces, there was an opportunity to uplift email design for a more seamless and inclusive experience across devices.

Automation Expansion:

We identified additional automation journeys like Winback, Loyalty, Referral, SMS and Back in Stock that could all help deepen customer engagement and fully leverage their powerful existing integration suite.

Inflated costs:

Lack of sunsetting data and suppressing the correct data to reduce the active profile count, and ultimately, a lack of re-engaging dormant valuable data.

THE SOLUTION

Through our in-depth audit presentation process, we helped provide Escentual with a comprehensive audit document, detailing:

Flow architecture improvements and high-impact missing flows.
List management restructuring for segmentation and sending clarity.
Sending strategy & profiles audit to help realignment and improve engagement and reduce costs.
Design suggestions across desktop, mobile, dark mode, and e-readers.

Our approach allowed Escentual to leave the audit call with a clear, actionable roadmap to transform their Klaviyo use independently and with confidence.

OUR TAKE

This project highlights the power of a well-structured deep-dive audit. Escentual didn’t need a full retainer partnership; they needed clarity and expert insights that gave them actionable implementations that they could handle themselves. By empowering them to implement strategic improvements, they’ve seen an uplift in their Klaviyo account performance across campaigns and flows, showing just how far the right strategy can take the brand.

What Escentual said

“As a small team, we faced a critical challenge: having recently migrated to Shopify and Klaviyo, optimising these powerful new platforms felt overwhelming due to a lack of time for upskilling. We knew there was untapped potential, and that's where Get Better became a helpful and strategic partner. They immediately alleviated that pressure, delivering actionable insights far beyond what our own CSM could provide. This deep dive unlocked significant, measurable growth. Since implementing their recommendations, our email flows are now driving substantially more revenue, and we've seen a marked increase in revenue per recipient. Get Better propelled us forward, achieving results we simply couldn't have on our own” Chelsey Edmunds, Campaigns and Brand Director at Escentual.

WHAT’S NEXT?

We’ll continue to help support Escentual as needed, with some strategic check-ins and refinement support as changes are implemented. Improving their Klaviyo setup lays a strong foundation to build upon, one that better reflects their premium offering and the ever-evolving customer expectations.

Could your email marketing use a makeover?

Then we’re here to help you! Let us help you understand how to bring your Klaviyo setup to the standards that you hold the rest of your brand to. Get in touch today using our Contact Us form!