Auolive is a luxury skincare brand based in Singapore that delivers clinically backed, high-performance skincare for busy women. Their products simplify complex routines by combining multiple benefits into a single step, with premium actives, dermatologist approval, and visible results.
When Auolive partnered with Defiant Digital, their email program was still in its infancy. They had only just started building their list in April and had no structured automation strategy in place. Existing flows were sparse, with little segmentation or personalisation, and campaign performance was inconsistent. Our goal was to transform email into a profitable channel that could drive steady, scalable growth without constant sales pushes.
We shifted the brand from a campaign-reliant approach to a system built on evergreen flows. By building and launching a complete suite of automations which included a four-part Welcome Flow, abandoned cart and checkout, and cross-sells, we created a foundational engine that brought in consistent revenue week after week.
To maximise flow performance, we ran structured A/B tests across subject lines, send times, preview text, and content style. This helped us quickly learn how Auolive’s audience responded to different variables, giving us a roadmap for ongoing optimisation.
We used conditional logic to tailor content based on customer behavior. For example, we adjusted abandoned checkout flows depending on whether someone had purchased before, and served product-specific content when the cart contained hero SKUs like the Eyes Lifter. This improved relevance and conversion rates across all touchpoints.
Given the premium price point, we prioritised product education to justify value. Emails broke down ingredients, explained benefits, and used real results and before/after imagery to build trust. This educational angle reduced purchase hesitation and boosted flow engagement.
With flows built and launched quickly, Auolive saw results almost immediately. Within five weeks of launching their automations, the email channel had already paid for itself. From there, ROI scaled rapidly as more flows went live and performance improved.
² Reflects growth from May 2025 to September 2025, based on Klaviyo’s Business Performance Summary for placed orders.
³ The share of Klaviyo revenue attributed to flows increased from 15% in May 2025 to 64% in September 2025, also based on Klaviyo’s Business Performance Summary for the respective time periods.
All results are based on internal reporting via Klaviyo Analytics and Business Performance dashboards. Data spans from May to September 2025 and reflects performance across Auolive’s flow and campaign email programs. These figures have not been independently audited or third-party verified. Individual results may vary depending on list quality, product type, email volume, and seasonality.
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