Hi, skin is a brick and mortar skincare studio with a dash of e-commerce business on the side. When I first started working with them, their entire email account was managed through their booking software, Boulevard, and they wanted to expand on their outreach efforts. Our team was brought on to handle the transition, and I had the pleasure of stepping into a completely blank Klaviyo and building it out from scratch.

As the account and strategic lead, my first task was building out an end-to-end roadmap for all of the necessary automations that the new account would need as well as establishing their campaign cadence and content strategy. Once the roadmap and timelines were approved, I led my team on execution. After knocking out their absolutely essential Welcome and Booking Confirmation flows, my next priority was to create an Abandon Booking flow to recapture customers who dropped off during the appointment scheduling process.

Unfortunately, getting it built was easier said than done. Because Boulevard, which tracks all of Hi, skin’s appointments, didn’t yet have a Klaviyo integration, a custom one had to be built. I provided guidance to their external dev team as they built the custom API, filling them in on the types of data I needed for the flow (and others) as well as how it had to be organized in order to be called up in Klaviyo via dynamic blocks.

And because Hi, skin runs different offers for returning clients, first time visitors, and visitors to newly launched studios, I created a flexible template for the emails themselves that allowed us to plug in the different discounts without having to do major restructuring. I then set the flow up to branch depending on whether customers were first timers or returning visitors, with further splits down the line depending on which studio they planned on visiting and which offer it was serving.

Overall, the flow has consistently been one of our most successful at securing in person bookings, allowing us to recapture a significant amount of revenue for the Hi, skin team.