Case Study
Brand
Bono
Industry
Health & Beauty
Tool
Klaviyo
Service
Email marketing
About BONO
Founded by Justin Regterschot, Bono is a fast-growing health & beauty e-commerce brand. With a broad range of dietary supplements that support overall health and premium hair care products designed to help customers get the most out of their hair, Bono offers everything needed to support a healthier lifestyle.
Bono’s mission is to become the leading online destination for high-quality health & beauty products. By offering carefully selected products, the brand helps customers feel healthier, more confident, and look their best.
In addition to its own online stores, Bono’s products are also available through major retailers, independent resellers, and online marketplaces such as Amazon and Bol.com.
Bono operates multiple international online stores. Bono.nl serves customers across the Benelux, Bono.de focuses on Germany, Austria, and Switzerland, Bono.dk serves the Danish market, and Bono.shop ships to customers throughout Europe.
Results
Thanks to the strategic approach and initiatives implemented, significant results were achieved within just two months:
40%
Increase in total revenue
*average across all stores
82%
Increase in email revenue
*average across all stores
73%
Increase in newsletter sign-ups
*average across all stores
Before the partnership
- Email revenue accounted for 16.4% of total store revenue
- Pop-up conversie is 3,33%
- The pop-up (discount code) generated no revenue
Within 2 months of the partnership
- Total store revenue increased by 41.05%
- Email revenue increased from 16.4% to 27.6% of total store revenue
- The newsletter pop-up conversion rate increased from 3.33% to 5.97%, a 79.28% improvement
- The email list grew by 20.03%
Before the partnership
- Email revenue accounted for 12.91% of total store revenue.
- The newsletter pop-up had a 3.07% conversion rate.
- The newsletter pop-up was not generating any revenue.
Within two months of the partnership
- Total store revenue increased by 44.54%.
- Email revenue increased from 12.91% to 26.47% of total store revenue
- The newsletter pop-up conversion rate increased from 3.07% to 5.06%, a 64.82% improvement
- The email list grew by 18.80%
Before the partnership
- Email revenue accounted for 14.56% of total store revenue
- The newsletter pop-up had a 3.66% conversion rate.
- The newsletter pop-up was not generating any revenue.
Within two months of the partnership
- Total store revenue increased by 33.87%.
- Email revenue increased from 14.56% to 25.29% of total store revenue
- The newsletter pop-up conversion rate increased from 3.66% to 6.46%, a 75.50% improvement
- The email list grew by 73.22%
Challenges
Dependence on third-party marketplaces
In addition to selling through its own online stores, Bono also distributes its products via third-party marketplaces, including Amazon and Bol.com.
As founder Justin Regterschot explained:
"Around half of our revenue comes from marketplaces, which is far too much. We may be performing very well on these platforms today, but if they change their policies and our products suddenly fall into a grey area, the impact on our business could be significant."
High customer acquisition costs
Like many other e-commerce brands, Bono also faced the challenge of rising customer acquisition costs, resulting in increasing pressure on profit margins. It was therefore essential to focus on effective strategies to attract, retain, and encourage customers to make repeat purchases.
With these challenges in mind, Justin Regterschot, founder of Bono, recognized the potential of email marketing. The team had already begun investing in email marketing by implementing several automated email flows and sending occasional campaigns. However, limited time and in-house expertise resulted in the email channel underperforming, leaving significant growth opportunities untapped.
Just as businesses rely on specialists to manage their finances, I believe the same is true for email marketing. Working with an email marketing specialist – someone with dedicated expertise in the field – gave me confidence that we could unlock much greater growth,” said Justin.
The objective was clear: conduct a comprehensive audit of Bono’s email marketing channel, develop a retention strategy with actionable recommendations, and implement those initiatives together with the Bono team across Bono.nl, Bono.de, Bono.dk, and Bono.shop. The ultimate goal was to increase Bono’s profitability while reducing its reliance on marketplaces such as Amazon and Bol.com.
Solution & Implementation
To address these challenges and improve the overall profitability of Bono’s stores, the strategy focused on:
- Optimizing the conversion of website traffic.
- Converting existing leads into paying customers.
- Increasing repeat purchases from existing customers.
- Building stronger customer relationships to drive long-term loyalty and encourage repeat purchases.
- Increasing customer lifetime value (CLV) to maximize the return on advertising spend and offset rising customer acquisition costs.
The approach
- To improve the customer experience while increasing revenue and customer retention, the entire customer journey was mapped - from the first interaction through to purchase and long-term retention. This made it possible to identify opportunities for optimization and areas where additional revenue could be unlocked.
- Analysis revealed that the existing newsletter pop-up had a relatively low conversion rate across Bono.nl, Bono.de, and Bono.dk. A new pop-up was designed with an improved offer, while the display timing was optimized using insights from Google Analytics. As a result, newsletter sign-ups increased by more than 50% across all online stores.
- A new welcome series was created and connected to the newsletter pop-up to engage new subscribers immediately after sign-up.
- In addition to the existing abandoned checkout flow that had already been implemented by the Bono team, an abandoned cart flow was introduced. The flow distinguishes between existing customers and first-time visitors. New customers receive a small incentive to encourage their first purchase, while existing customers receive reminder emails without unnecessary discounts. This approach helps maximize conversions while protecting profit margins.
- During the audit, it became clear that a significant portion of the email database consisted of inactive subscribers who were no longer engaging with email campaigns. To improve deliverability and inbox placement, these inactive subscribers were excluded from future email sends. This strengthened sender reputation and increased the likelihood of emails reaching subscribers' inboxes.
- To build stronger customer relationships, a structured campaign calendar was developed, balancing value-driven and promotional campaigns. Combining educational and value-focused content with promotional campaigns reduces subscriber fatigue, lowers unsubscribe rates, and creates a more engaging customer experience. Rather than receiving only sales messages, subscribers consistently receive content that provides genuine value.
- Before the collaboration, A/B testing was not part of Bono's email marketing strategy. A continuous testing framework was introduced to optimize email performance, improve campaign results, and generate deeper insights into customer preferences and behavior over time.
If you're looking for a disciplined and hardworking email marketing specialist who can optimize your email marketing strategy and lifecycle flows, Antoine is the right person for the job. ❞
Email Designs
This case study demonstrates the impact a well-executed email marketing strategy can have on an e-commerce business. By mapping the customer journey, optimizing the newsletter pop-up, implementing targeted welcome flows, and executing a range of strategic initiatives, significant revenue growth was achieved across all of Bono’s online stores.
These results show that a data-driven email marketing strategy plays a vital role in increasing revenue, improving customer retention, and driving long-term business growth.
Curious about the growth opportunities email marketing can unlock for your brand? Get in touch today and discover how a tailored retention strategy can help increase customer lifetime value, repeat purchases, and profitability.
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