Fragrance Hub Case Study

Fragrance Hub: Unlocking the full potential of Klaviyo to transform CRM & email marketing results

The Client

Founded in 2023, Fragrance Hub is a Midlands-based boutique offering the finest fragrances from the Middle East. With a carefully curated product line and an ambition to scale quickly, the Fragrance Hub team needed an agency that matched their passion and vision for the brand.

As the business grew, so did the need for a robust, reliable, and high-converting email marketing setup. Fragrance Hub turned to Get Better to help lay the foundations of a high-performance CRM system, using Klaviyo as their chosen platform.

The Challenge

Fragrance Hub’s Klaviyo account had been managed by a previous agency, however the setup was fragmented, misaligned with optimal practices, and holding back performance.

Fragrance Hub’s goals were ambitious and clear:

Launch a fully structured Klaviyo setup tailored to their business and audience.
Create a seamless data capture and segmentation strategy.
Build a suite of flows designed to engage, convert, and retain customers.
Implement a curated campaign strategy to convert their growing audience.
Design campaign templates optimised for branding, accessibility, and dark mode.

The Solution

We knew this project needed to start from the ground up, starting by prioritising structure, performance, and future-proofing their Klaviyo CRM build:

Laying the foundation

We began laying the foundations for a successful performing Klaviyo CRM structure that had long-term growth in mind. Implementing device-optimised data capture methods to help effectively capture first-party data to tailor each customer journey uniquely.

This allowed us to build a set of essential flows based on lifecycle best practices. Implementing additional flows and curated emails within certain flows encouraged customers to make repeat purchases, cross-sell, and we also implemented vital flows to maintain list health and account deliverability.

Each flow was carefully mapped, designed, and written to align with Fragrance Hub’s tone, brand identity, and customer journey, thus ensuring every message felt timely, relevant, and personalised.

Creating campaign structure and a curated strategy

We created flexible, dark-mode-friendly email templates that matched the brand’s look and feel across devices.

To activate their list, we rolled out a warm-up and engagement campaign calendar, helping reintroduce the brand and build momentum. At the same time, we launched an A/B testing framework to refine creative direction, explore new incentives, and optimise messaging based on customer behaviour.

Segmentation, Reviews and SMS

To prepare for long-term performance, we introduced segmentation logic for different engaged vs. unengaged audiences, tailoring different flows for specific customer journeys and experiences, whilst improving campaign strategy and cadence.

Klaviyo Reviews were implemented to support social proof and increase purchase confidence for the customer, using our understanding of customer psychology to leverage better performance.

An SMS strategy was implemented to add real-time engagement touchpoints across the customer lifecycle, ensuring we were interacting with high-intent customers at the right time across multiple channels.

Implementing reporting and strategic support

We revamped reporting by implementing KPI tracking across open rates, click rates, revenue, unsubscribes, and more to provide regular actionable insights. This allowed us, in tandem with the Fragrance Hub team, to measure progress, rate A/B tests and prioritise future testing avenues.

From day one we’ve positioned ourselves as an extension of their team, providing guidance, campaign strategy, and technical support to help them scale their retention efforts confidently.

The Results

Fragrance Hub now has a complete, performance-ready CRM ecosystem built with growth in mind. They’ve gone from a partially configured account to a fully functioning Klaviyo setup that supports acquisition, conversion, and retention at every stage of the customer journey. Here are some of the stats following the implementation of our strategy and support:

Attributed Revenue increased by 695.94% across flows and campaigns in the first month of working together.
Flow optimisation resulted in a 784.93% increase in recipients, which in turn increased click rate by 62% overall and gave a 565.05% increase in flow revenue.
ZERO campaign sends before collaboration: the brand now has a strong campaign deliverability of an average 52.98% open rate and delivered healthy revenue in the same period compared to pervious year before period.

Our Take

This project reflects the impact of getting the fundamentals right. Fragrance Hub didn’t just need a few email tweaks; they needed a strong foundation. By focusing on building a structured, brand-aligned CRM system from scratch, we’ve set them up for sustainable growth, stronger engagement, and smarter marketing.

What Fragrance Hub said

“Get Better are an excellent agency with a talented team behind them. We have seen excellent results and are a key part of our growth plans.” Riyadh, Founder at Fragrance Hub.

What's next?

We’ll continue supporting Fragrance Hub through campaign strategy, evolving flows with growth and development, and with future opportunities to explore different avenues to their retention strategy to further boost performance.