Fable & Mane
Case Study #2 Maximising Zero Party Data
We launched a personalised Hair & Scalp quiz, triggering suggestions and insights based on subscriber results. Experiencing above average conversion rates as a result, Fable & Mane is a testament to the power of extracting customer data to answer subscriber needs.
Our Approach
With our tailored email marketing approach, we implemented targeted audience segmentation. Our campaigns maximised ROI, utilising on-brand design that honoured Fable & Mane's meticulous aesthetic.
Through the promotion of their reward scheme, we created excitement with exclusive offers and effectively engaged subscribers. Curating a personalised Hair & Scalp quiz we were able to gather valuable customer insights, triggering personalised product suggestions and driving conversions.
The Brief
Fable and Mane is a vegan and cruelty-free hair care brand stocked by Selfridges, Sephora, and Cult Beauty. Founded by two siblings, their message is centred around bringing ancient Indian beauty secrets to the world. With a strong focus on community, having an email marketing approach told their brand story was imperative.
The Outcome
The launch of the Hair & Scalp quiz proved a massive success. Achieving an average conversion rate that far surpassed industry standards, the account saw a fourfold increase in revenue per recipient. The quiz became responsible for 48% of total automated revenue, surpassing that from the Welcome Series.
12.7%
Average Conversion Rate
600%
Increase in CR
x4 average
Revenue per Recipient
What Fable & Mane say about us
“We have been working with Melusine Studio for over a year and we couldn’t be happier. The Studio has not only transformed the look and design of our emails to fully translate our brand identity, they have supported us from a technical perspective to fully maximise the potential of our CRM strategy. KPIs across the board have improved significantly and we look forward to working with them as a key partner for long-term business growth.”
Alice Frost - Global Digital Director