FABO Case Study: How to Revive Email Marketing and Boost Customer Engagement

Email marketing remains one of the most powerful communication channels, but only if it is well organized and aligned with audience expectations.

In this case study, we share practical insights on how streamlining basic processes helped the FABO brand improve the quality of mailings, as well as create a solid foundation for long-term communication with customers.

About the Company

FABO is a Ukrainian beauty service combining a store of premium beauty products (over 50 brands) and online consultations with experts. The brand was launched in 2022 (based on Professional Care company) and was able to successfully expand despite all the challenges of a full-scale invasion (the company is based in Kharkiv, the offline store and product warehouse were destroyed at the beginning of the war).

Now the brand has a successful website, with more than 35K monthly active users, as well as active social networks. Moreover, the first offline location is being prepared for opening.

Goals

By the beginning of the collaboration, the company had already been using some email marketing automation tools, but decided to move to the next level and focus on improving the quality of communications.

The following goals were set:

• To update and adapt the templates for triggered and promotional letters for the mobile version.
• Update and improve existing triggered emails.
• Attract new contacts and expand the customer base.

Solution

1. Audit of the Website and Existing Communication via Email Marketing

To achieve the best results in finding solutions, we paid considerable attention to preliminary analysis and preparation.

The audit allowed us to identify hidden issues and opportunities for improvement that may have gone unnoticed in day-to-day operations. The process included a detailed study of every aspect of email communication, analyzing the technical state of the platform and assessing the effectiveness of existing triggered and regular campaigns.

2. Creating a master template

The client already had a master template for email campaigns, but it had numerous significant shortcomings. The main problems were low readability, outdated design, and lack of adaptation for mobile devices. All this reduced the effectiveness of mailings and had a negative impact on brand perception.

After the audit, we decided to develop new universal templates that would match FABO’s corporate identity and provide higher communication effectiveness.

Special attention was paid to the visual component of the emails: for FABO, it is important to convey information as well as to share beauty with the world according to the company’s mission.

A team of designers worked on creating the layouts, striving to find optimal solutions that would resonate with the client. Throughout the process, we relied on references from FABO, reflecting the brand’s vision, and worked closely with the company’s in-house designers to ensure every detail was considered.

To ensure maximum flexibility and adaptability to various tasks, several separate templates were created for each category:

• Triggered letters: Templates for automated campaigns (welcome letters, abandoned cart notifications, order confirmations). The main focus is on clear structure, dynamic content, concise text and a clear call to action (CTA).
• Promotional letters: Templates for marketing and promo campaigns, special offers. Stylish visuals and the ability to easily customize materials for different topics played an important role.

Each layout was optimized for mobile devices, ensuring proper display across different screen sizes.

These master templates became the foundation for systematic and effective email communication, enabling FABO to maintain a high level of engagement with their audience, regardless of the type of mailing.

3. Analyzing the Existing Triggers and Creating a Trigger Map

One of the key stages of the work was a detailed analysis of the existing triggers. The audit revealed that some of the automated campaigns were inefficient due to outdated settings or poorly constructed workflows.

To address this and ensure systematization, a trigger map was created. It clearly outlined the following:

• The current state of each trigger: what emails are sent, when they are triggered, and with what content.
• Weaknesses: areas requiring optimization or modernization, and what needs to be fixed to increase customer engagement.
• Ideas for improvement: new triggers, additions to current workflows, enhancements to text, visuals, and CTAs.

The trigger map remained open to updates during the implementation process. This allowed for the gradual testing of new ideas, monitoring their effectiveness, and continuous development of the automated campaign system without disruption.

In FABO, behavioral and transactional triggers are configured using the Generate event API resource (see the article for more details on the method). This method was chosen because of its advantages: unlike Add Orders, which has certain limitations, Generate Event provides more flexible and efficient event-driven order management.

However, proper data transfer between systems, including Yespo, was crucial for these triggers to work effectively.

The main task at this stage was to create detailed technical specifications for the client-side developers, taking into account all the nuances of API integration. During the process, we carried out the following steps:

• Developed terms of reference for each trigger, considering its specificities and objectives.
• Established continuous communication with the client’s developers to promptly resolve issues and coordinate details.
• Verified all settings to ensure compliance with the terms of reference.
• During the implementation of the terms of reference, errors were identified, promptly fixed, and submitted for revision.

This approach ensured a high level of control and quality throughout the project’s implementation.

Updating Triggers by Order Statuses

Initially, the triggers for the main order statuses were updated, namely:

• “Order Accepted”;
• “Packed”;
• “Canceled”.

These were prioritized as they represent key communication touchpoints with customers.

During the process, we added comprehensive information about the ordered products, including their names, features, and prices, to the emails. We also integrated product cards with images, making the emails more visually appealing and convenient for customers.

Updating the “Abandoned Cart” Trigger

An “abandoned cart” trigger is activated when a user adds items to their cart but fails to complete the purchase within a specified time frame. This proven trigger workflow is one of the most effective methods of trigger communication for online retailers.

During the process, it was decided to add a product recommendations block from the client’s promotional offers section to the emails. This element is designed to boost user interest, encourage repeat visits to the site, and increase the likelihood of completing a purchase.

Including promotional items in the emails made them more attractive to subscribers, and allowed the company to offer additional value. This should improve conversion and engagement rates.

Updating the Wishlist Trigger

The email was poorly optimized for mobile devices, lacked a recommendations block, and was sent only once a month—all of which significantly reduced its effectiveness.

During the optimization process, we set up new sending conditions. Now, when a user adds an item to their wish list, an event is triggered in Yespo after 24 hours. Before sending, the system checks whether the item has already been purchased or added to the cart. If either action has occurred, the email is not sent, helping to avoid unnecessary communication.

Additionally, we extended the trigger chain to include two emails. Both emails are personalized, featuring a reminder of the items from the wish list along with relevant product recommendations. If the user does not complete a purchase after the first email, a second email is sent after a specified period, offering a second reminder and an additional incentive to return. This approach fosters more consistent and effective engagement with the audience.

4. Implementation of Subscription Form on the Website

To expand their subscriber base, the team implemented a new subscription widget on the website.

(Case Study: How MAUDAU increased sales of discounted products by 19% through widgets)

To increase conversions, it was decided to offer users a special discount for subscribing. This helped engage the audience and encouraged them to share their contact details, which contributed to the growth of the client base.

5. Integration of New Communication Channels

To increase audience engagement, it was decided to use new communication channels—web push notifications and App InBox.

Web Push Notifications 

FABO plans to leverage web push notifications to enhance the results of its promotional campaigns. The company is currently testing this channel and working on building a token base to reach a larger audience and scale communication simultaneously.

App Inbox

FABO expects this channel to be a convenient and unobtrusive way to share valuable information with customers—without interrupting content viewing or the ordering process.

The ability to save messages in a personal account will allow users to revisit important offers at any time, whenever it is most convenient for them. Additionally, reaching all authorized customers—even those who are not subscribed to newsletters—can help expand the audience and strengthen the connection with customers.

Results

During six months of collaboration, we successfully established a unified email style that aligns with FABO’s branding, optimized script performance, and increased subscriber engagement and loyalty.

Upon analyzing the results of the promo campaigns, we observed significant improvements in performance:

• OR increased by 22.9%
• Click rate grew by 151%

This growth can be attributed to more personalized sends tailored to specific segments, rather than blanket emails to the entire database. This approach highlights an increase in subscriber interest in FABO and enhanced brand loyalty.

Plans

FABO is not going to stop here. The company continues to improve email marketing, working on deeper audience segmentation, expanding trigger workflows and introducing new automation tools.

Irina Poshyvailo, FABO digital marketer

 

“The Yespo team possesses the key qualities that make them an outstanding contractor: punctuality, full engagement in the project, a deep understanding of the technical aspects of their platform, and a quick response to any situation.

 

We are satisfied with both the process and the results. 👍"

Conclusion

The implemented solutions enabled FABO to establish an effective email marketing system, which has become the foundation for stable, long-term communication with clients.

Want to optimize your email marketing, enhance its performance, and turn it into a powerful channel for business growth? Schedule a demo with Yespo specialists! We’ll help you find the best solution for your company, enabling you to engage effectively with your audience and achieve ambitious goals.

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