ESAS NYC: Fragrance Email Marketing Case Study

Thrivelia helped the fragrance brand strengthen campaigns, introduce SMS and build lifecycle journeys around the difficult step from discovery kit to full-size fragrance.

Questions about the work

How can email help turn a fragrance sample buyer into a full-size customer?

ESAS NYC’s lifecycle work addressed the step from discovery kit to full-size fragrance, alongside campaigns and SMS. For a similar programme, use the sampled products and the customer’s decision stage to organise education and next-product guidance. The reported 49.3% tracked owned-channel growth covers March–August 2026 versus 2025; it does not isolate the causal effect of the sample-to-full-size journey.

What should a retention programme measure beyond email revenue?

Track second-purchase rate at a consistent customer age, time to the next order, product progression and customer lifetime value. Separate new and mature cohorts so a change in acquisition volume does not distort the diagnosis. These are evaluation principles for the next stage of work, not additional results claimed for this project.

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