The link between product sampling and CRM was broken. There was no system for It Cosmetics to reach a customer around the moment their sample was running out, leaving full-sized orders to chance.
Segment by product: Built dynamic segments around each product sample's average replenishment cycle, automatically moving users throughout the post-sampling user journey.
Integrate across channels: Activated product-focused segments across our CRM, Meta Ads, and Google Ads.
Time it and refine it: Emails landed when we expected a sample to run out, with CTAs for customers to order full-size or remind them later, further refining each customer's messaging cadence.
+40% customer lifetime value: Customers who received sample-to-full-size emails were 2x more likely to purchase the full-sized products, spending an extra 40% each on the brand.
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