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December 24, 2022

How We Helped A Hair Growth Brand With 200.000+ Email Subscribers Increase Email Conversion By 32% In 5 Days

Deividas Tilvikas, Head of Marketing, Moérie Beauty

We went from struggling to get our Quiz Abandonment emails off the ground to seeing a dramatic increase in sales in just a few days. Working with YOCTO was a great decision, and we’re very excited to keep growing together.


Client: Moérie.

Industry: Hair Growth.

List Size: 200000+.

ESP: Klaviyo.



  1. Increased email conversion rate by 32% in 5 days.
  2. 53,765$ in new revenue over the span of 6 months.

Client Insights

Moérie is a hair growth company that helps women grow healthier, longer hair. They provide hair products that boost growth and nourish thin hair with silicon-free, cruelty-free shampoos, hair sprays, and oils. 

The Opportunity

Moérie runs an advanced personalization quiz as their main acquisition funnel. In addition to driving paid traffic to the quiz, Moérie’s marketing team had built a Quiz Abandonment email automation to recover users who dropped off the quiz without completing a purchase.

This automation was performing well. But despite Moérie’s best efforts, all of the tests they ran were flat, without a notable increase in performance. YOCTO’s goal was simple: Design and split test a new version of emails that would beat Moérie’s control version by at least 30%.

In only 2 days, YOCTO’s proprietary customer research process revealed discrepancies between the control’s conversion content and the subscribers’ deep pain points and desired outcomes.

Moreover, we discovered a treasure trove of data collected through the quiz funnel that wasn’t actively used to personalize the emails. In 3 days, we created new email variations that incorporated our customer research findings plus multiple dynamic, personalization variables.

All of our conversion content followed variations of this simple structure:

Go from [current painful state] to [desired future state] without [relevant pain point] within [timeframe].

The results were truly spectacular.

A Closer Look

Research Process

We analyze and visually map the entire customer journey, not just the emails. Then, we identify and mathematically quantify the users’ deep pain points and desired outcomes. This allows us to fill in the gaps in the journey with research-backed content with a high probability of winning.

Content Development

As of today, our conversion copywriting process has directly generated 8-figures in sales. We also know exactly what to do to visualize value via images, conveying the maximum conversion value with the minimum cognitive load on the user, while ensuring excellent email deliverability.

Our Process

From a practical standpoint, our split test was simple. 50% of the traffic would receive the control emails, and 50% would receive YOCTO’s email variations. We let the test run for 2 weeks, tracking performance on a last-click attribution model based on UTM parameters.

This is the result.

4 out of 5 of YOCTO’s tests outperformed Moérie’s controls.

Email 1: From 13.6% to 19.96% conversion rate. (Win)

Email 2: From 17.14% to 15.52% (Loss)

Email 3: From 18.83 to 21.78% (Win)

Email 4: From 10.32 to 15.56% (Win)

Email 5: From 9.33% to an incredible 19.08% (Win).


Naturally, Moérie’s team switched on our variants as their new controls. Based on today’s data, we can forecast an increase of at least 53.765$ in net new revenue over the span of the next 6 months.

It is also important to reinforce that this wasn’t the outcome of a month-long, convoluted research process. Speed is a competitive advantage, and we pride ourselves on being the fastest simply because we know exactly what to do to produce results (we’ve done it over and over and over again).

Is this a happily ever after?

This is just the start. Moérie’s team and YOCTO will continue to work together because we know you can always keep driving bigger learnings and financial wins. It’s what we strive to do for every single one of our clients. Just like we could, potentially, for your brand too. 

Getting started is easy. We’ll have a short, no-obligation call to meet each other. If we’re not a good fit for whatever reason, we will refer you to an agency that can serve you better than we could. If we are, we’ll start with a quick audit of your email program. If you’re thrilled with the results of that audit (experience shows you will be), we’ll sign you up on a monthly retainer and start implementation right away.

Let’s talk. Trust us. We can likely help.

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