Case Study: Marin

Brand Overview

Marin Skincare is a Maine-based indie skincare company that transforms lobster byproducts, specifically marine glycoproteins, into effective, gentle solutions for dry, sensitive, and eczema-prone skin. The brand combines coastal Maine heritage, eco-conscious sourcing, and scientific research into a clean, functional skincare line.

The Challenge

Despite high website traffic, a strong product and USP, Marin faces a common DTC hurdle:

- High abandoned cart and browse abandonment rates with no email automation for abandoned cart and browse abandonment setup in Klaviyo

The Goal

- Increase abandoned cart and browse abandonment conversion to purchase to trigger customer post-purchase journey

- Improve automated email flow conversion rates by 20%

- Share reviews from real product users to showcase and highlight product functional benefits

The Strategy

To reduce Marin's abandoned cart rate, I designed an Email Automation + Retention Plan in Klaviyo focused on providing personalized offers (free shipping and discount incentives) for customers showing high purchase intent.

As the brand's purchase order value is on the low end, 2-3 abandoned cart and browse abandonment emails are sufficient.

The Implementation

Key Flows Designed:

Abandoned Cart (2 emails) & Browse Abandonment (2 emails)

Email #1 (Browse Abandonment): For product viewers who did not add item to cart. First email with social proof and benefits highlighted sent within 2 hours from product viewed. Includes dynamic Shopify coupon code and 20% offered as extra incentive for purchase. When connected to Shopify, dynamic coupon code is integrated in Klaviyo to introduce urgency in order to encourage immediate purchase and to protect margins.

Email #2 (Abandoned Cart) : For product viewers who added item to cart. First email with benefits highlighted sent within 1 hour from product added to cart. Includes dynamic content showcasing product in cart and dynamic Shopify coupon code and 10% offered as extra incentive for purchase. When connected to Shopify, dynamic coupon code is integrated in Klaviyo to introduce urgency in order to encourage immediate purchase and to protect margins. Personalized discount offer lower than Email #1 since customer already has incentive to purchase and lower discount rate protects margins.

Email #3 (Browse Abandonment): Simple reminder email with urgency sent out within 22 hours after Email #1

Email #4 (Abandoned Cart) : Simple reminder email sent out within 24 hours after Email #2

Design Approach:

- Clean visuals with emphasis on scientific and real life results of products

- Mobile-first layouts for busy, on-the-go customers

- Templates for easy iteration

Emails: Browse Abandonment (Email #1 & Email #3) and Abandoned Cart (Email #2 & Email #4)

Klaviyo : Browse Abandonment Automation

Klaviyo : Abandoned Cart Automation

Projected Results (based on Skincare email benchmarks)

+40% revenue from email #1 & email #2 and 60% from email #3 & email #4

Why It Works

By setting up abandoned cart automation, personalizing offers to incentivize customers is crucial for email marketing strategy and revenue generation.