COVID-19 Marketing Strategies for Health and Beauty Brands

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Overview

Health and beauty routines have changed dramatically since the outbreak of the coronavirus. This change, however, has the opportunity to enhance your business and grow your brand, even during these difficult and unpredictable times. This guide will walk you through how to use your Klaviyo account to build your brand and give pertinent information to your audience, incentivizing them to buy.

No time to read? Check out the webinar below for a walkthrough of best practices around COVID-19 for health and beauty brands with one of Klaviyo's Onboarding Specialists.

Touch Up Your Ecommerce Site

Before diving into Klaviyo features, let’s take a step back and mention what to include on your site. To start, if you have any issues with shipping or fulfillment, let your customers know with a banner on every page of your site in order to set expectations. Fulfillment issues will not likely deter someone from purchasing so long as you welcome them into your brand and make them feel a part of your community. Conversely, if you do not have shipping or fulfillment issues, you should also have a banner onsite to let customers know that they will not have to experience delays with their orders.

Likewise, if you have physical locations, make sure that customers know whether or not your locations are open. If your physical location is not open, consider adding a virtual tour online, create virtual consultations, and put up a way for passersby to subscribe to your marketing from the window of your store. For more information, head to our Guide to Pivoting Your Product Offering.

On your homepage, be sure to feature your best products for being at home. In particular, draw attention to any self-care items. This may be skincare items, at-home salon service kits, branded athleisure wear, etc.

Lastly, to start building a sense of community from someone’s first time browsing on site, offer a quiz to help browsers find the best option for them and showcase everyday people using your products on social media.

After you’ve prepared your site, let’s explore how you can get the most out of your Klaviyo account.

Key Segments to Create

Segmentation is key for targeting a group with personalized and pertinent information. While you should have a handful of segments that you’re sending to regularly (e.g., engaged, unengaged, VIP), let’s dive into a few segments to build to enhance your messaging. In the later sections, we’ll highlight what to do with each of these segments after you build them.

Never Purchased Self-Care

As people are at home more, promote your self-care items. Create a segment of people who have never purchased from your self-care collection. For example, this lip care brand has different scrubs depending on someone’s skin needs. There are two different groups to target with information — interested but never purchased, and purchased other items in the past but not from the skincare collection. The segment below consists of customers who have not purchased but have recently browsed skincare products on site or have completed the lip quiz. You can target this group on social media or with a form that we’ll dive into in a later section.

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Likewise, the segment below is customers who have purchased in the past, who are still engaging with emails, and have not purchased from your self-care collection. For this group, you’ll want to set up a cross-sell flow to encourage them to purchase from your skincare collection. 

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Lastly, to acquire more potential purchasers from a network of happy customers, create a segment of customers who purchased from the skincare collection and are still engaged. Create a Facebook lookalike audience using this segment and advertise new products or exciting deals to incentivize them to purchase.

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These three segments are a great start to generate leads for your most essential at-home products.

Behavioral Segmentation

Next, let’s look at how to use behavior information that you have in Klaviyo to create relevant segments.

Abandoned Cart/Browse Abandonment

Abandoning a cart or browse indicates that a customer is interested in purchasing from your brand, but may have been distracted at their time of purchase. In addition to an abandoned cart or browse abandonment flow, create a segment based around their behavior to target them in other channels, such as via social media or forms.

This first segment is the abandoned cart segment. This group will consist of people who have started a checkout in the last five days but did not purchase.

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Likewise, the segment below is those who have browsed on site but have not purchased.

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Again, in the following sections, we’re going to dive into how to use these segments, but as a start, build flows around these actions.

Lifetime Value Segments

Lastly, you can segment based on customer lifetime value (CLV). With these segments, you can target high CLV customers with your new items or your VIP collection and low CLV customers with your sales and clearance items. Head to our article on Best Practices for Using Customer Lifetime Value (CLV) Data for more information.

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Signup Forms to Personalize the On Site Experience

Signup forms are a great way to get browsers to subscribe to your marketing. In addition, they are a perfect way to personalize the on site experience for both new shoppers and your longtime brand enthusiasts alike. Let’s use the segments we created above to create optimal experiences for browsers.

Abandoned Cart/Browse Abandonment

After you’ve created an abandoned cart or browse abandonment segment, follow up with an on site notification in addition to your reminder flows.

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Notice how the form targets people in the abandoned cart (left) and browse abandonment (right) segments. If you have a split or certain email in your flow that offers a discount, you advertise only to the people who received the communication on your form by assigning an associated profile property within the flow and creating a segment around the property.

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Buy One, Gift One

For your previous self-care purchasers, target them with a form that offers a replenishment buy one, gift one offer for your self-care items. This could look like gifting a trial size for a friend or giving a percentage off of a self-care product that you want to promote. To get even more granular, create a segment of people who have purchased from your self-care items but have not purchased a particular product. For instance, someone who has purchased a moisturizer, but not a new cleanser.

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This form will drive people to expand their use of your product and give them an opportunity to share this experience with a friend as well. That friend may become a brand enthusiast and return to your store for subsequent purchases.

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Buying Help

Part of what makes a physical location, be it your own brick and mortar store or a retailer that sells your goods, great is the ability for a customer to talk to an employee and test out your product before buying it. An easy way to soothe customer concerns with an online store is to offer a buying guide or virtual consultation.

For a buying guide, you can either use a Klaviyo form or an integration with a quiz platform, like Typeform. You can then set up a flow that advertises the best products to suit their lifestyles.

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Likewise, you can offer virtual consultations where an employee from your store can walk someone through their recommendations to suit the customer’s goals or beauty routine. In these virtual consultations, you can set up a discount code that a customer will receive after participating. To start, when you’re building out your campaign to advertise your consultation services, include #consult on your button.

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From there, in your signup form, have a full-page popup that asks customers to put in their availability information so you can follow up with them to schedule a virtual consultation.

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Campaigns to Send 

While the current events are anything but normal, you should not alter your regular sending cadence. It’s important to continue sending regularly to your customer base to maintain strong email deliverability. To adjust to the new normal, alter your messaging and how you market your products to ensure you’re not being insensitive or out of touch. Head to our blog post on How to Communicate With Empathy During the Coronavirus Crisis.

Be Human in Your Marketing

Because someone cannot stroll into your physical location or try your products before buying, it’s important to stand out by showing off what makes your brand unique. While there are many different ways that you can do this, let’s explore a few that are easy to implement in your next newsletter campaign.

Education-Based

Because your customer might be trying your products for the first time or looking for something new to experiment with, send a campaign to highlight instructions on how to use your products, links to videos for your most popular items, or advertising to book time for a virtual consultation.

Highlight Your Employees

In addition to promoting your products, highlight the people behind your brand. This includes everyone from manufacturing to marketing. Introduce your employees and show that they work hard to ensure your customers have a stellar experience.

Virtual Tour

Setting up a virtual tour of your physical location or office space is a great way to give your customers a behind-the-scenes look at your brand. As most offices are currently vacant, this may be a unique opportunity to show off a clean workspace.

Community Focused

If your local (neighborhood, city, state, etc.) community is a big part of your brand, send a special campaign to your local customers highlighting local charity efforts and give a sense of camaraderie.

For other ideas, head to our Guide to Moving From a Brick and Mortar to Ecommerce Business.

Promote Trial Sizes

As people are at home looking for activities, your customers may be more open to experimentation with their health and beauty routines. Trial sizes allow them to try your product out before purchasing a full-sized option. If you have a bundle of a few trial-sized versions of your product, you can promote it and offer a discount for the purchase of a full-sized item with the trial bundle.

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Activities

A fun way to promote a sale or tease a feature release is to have an activity in your email that customers can complete for exclusive access. Connect-the-dots, word searches, crossword puzzles, and mazes are all fun activities that you can give to your customers. Encourage them to post their finished product on social media with a special hashtag to spread awareness of your brand across channels.

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Flows to Touch Up

While there are not any specific coronavirus flows, it may be a good time to touch up your essential flows to ensure the content that you’re giving to your customers is relevant and not tone-deaf. Below are some suggestions for what you can do to make sure your flows are successful.

  • Do not advertise in-store offerings
  • Set delivery expectations and highlight your return policy
  • Show your best at-home options, rather than all-time bestsellers 
  • Showcase your brand story and community
  • Remove copywriting around going out and interacting with others

An easy way to have an alternate COVID-19 flow without creating a whole new flow is to set up a conditional split with 100% of your customers going down the coronavirus messaging for now. Set a reminder a few weeks or months out so you can change it back to the original content when business returns to normal.

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Important flows to revisit are:

Analyze Your Results

After you’ve done the hard work of making sure that your brand is set up to drive sales and make people feel more confident in their own skin at home, analyze your data to know how your marketing is performing. Once you shift your messaging to reflect the global impact of coronavirus, be sure to analyze your results. Ask yourself:

  • How are campaigns and flows performing with this new messaging?
  • Are sales lower or higher amid the pandemic?
  • What information have I gathered from customers? How will I use it going forward?

Keep track of deliverability metrics, such as open, click, spam, and bounce rates, that affect your sender reputation, as well as how much revenue you gain from each owned channel.

According to data pulled from Klaviyo, open and click rates are on the rise across health and beauty ecommerce brands. 

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If you're looking to grow your brand, A/B test your campaigns and flows, check out your form performance, and understand how your sales perform from a bird’s eye view. By staying up to date and monitoring your analytics, you won’t need to wonder about the state of your business during these uncertain times. Rather, you will make data-driven decisions to build your brand and own your growth.

Guidelines for After the Coronavirus

Once stay-at-home orders start to lift and life returns to normal, you can take the insights you’ve gained and customers you’ve acquired to continue growing your brand. To prepare for life after the coronavirus, utilize the following best practices for communicating with customers:

  • Keep Customers Informed
    Give customers a heads up if and when any brick-and-mortar stores re-open, when items are back-in-stock, when shipping is back to normal, and any important company information. Maintain a supportive tone even if your content shifts away from the virus or stay-at-home activities, as the effects of the pandemic will likely linger and vary depending on where your customers live.
  • Keep Flows Relevant
    If you altered content to discuss the pandemic or to change the tone of your key flows, revert your flows back to their original content, or take a post-coronavirus tone in your flows.
  • Use New Information to Personalize Communication
    If you gained information from customers using forms, quizzes, virtual consultations, or email, be sure to turn those insights into actionable marketing content going forward. You can create segments based on profile properties, recent pandemic shopping behavior, and more to then make more targeted content. For more information, head to our Guide to Email Personalization.

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