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Updated: 4 days ago
TALLOW SKINCARE · EMAIL & SMS CASE STUDY
$509.9k in reported email & SMS revenue.
A tallow skincare programme combining retention strategy, purchase-aware segmentation and campaign creative. The work connected a hero balm to recovery, customer follow-up and complementary products.
Campaign archive: December 2024 · Reporting snapshot: 1–31 July 2025
JULY 2025 · PLATFORM-ATTRIBUTED
of reported store revenue attributed to email and SMS
Reported channel revenue
A dated account snapshot, not a measure of incremental lift or profit.
01 · THE CONTEXT
A hero product needs more than one reason to buy.
Forge Skin’s Beef Tallow Balm sat at the centre of a direct-response skincare offer. The wider product range included a serum and face wash, creating room for a customer journey beyond another jar of the same product.
Thrivelia supported the brand with retention strategy and email creative, looking at the relationship between the acquisition offer, automated follow-up and the next relevant product. This case combines examples of that work with a dated account-reporting snapshot.
The programme also included funnel-based acquisition routes. The December flow report distinguishes welcome and checkout journeys for Funnelish from a separate pop-up welcome, showing why the entry route mattered to the follow-up.
02 · THE WORK
From acquisition offer to customer relationship.
Distinguish prospects from customers
The December reporting records separate engaged-lead, engaged-customer and repeat-buyer audiences. That gave the programme a practical way to distinguish first-purchase communication from an existing customer relationship.
Build the campaign around the product path
The December production archive contains ten campaign briefs: hero-balm promotions, serum cross-sell messages, seasonal gifting and a co-founder send. The creative programme could support both acquisition and a broader product routine.
Recognise how customers entered
The account report shows distinct welcome and checkout journeys for funnel traffic alongside a pop-up welcome. A single generic follow-up would miss those different shopping contexts.
Review campaigns and automations together
The monthly reports considered campaigns, flows, audience engagement and channel contribution. That connected the creative discussion to what customers were receiving across the programme.
03 · THE CREATIVE
One balm. Several customer conversations.
The original December 2024 production document shows how the creative moved between a hero-product offer, a complementary-product introduction and a personal founder message. The examples below show the creative directions in that production archive.
ARCHIVE · HERO-PRODUCT CAMPAIGN
Make the product fit everyday use.
“Keep a jar by your bed… one in the bathroom…”
The Christmas creative connected a multi-jar offer with specific places and gifting occasions, giving the bundle an everyday context.
ARCHIVE · CUSTOMER CROSS-SELL
Introduce the complementary product.
The serum campaign briefs opened a separate product conversation with balm customers. The commercial idea was a broader skincare routine, rather than another identical acquisition pitch.
ARCHIVE · CO-FOUNDER MESSAGE
Let the person behind the brand speak.
The 31 December brief used a personal co-founder message for the end-of-year offer. It added a human sender and seasonal context to the campaign calendar.
04 · THE REPORTING
The July 2025 account snapshot.
The July report records $509,936.05 in platform-attributed revenue, compared with $356,102.37 in June. The reported channel share moved from 25.2% to 30.6% of store revenue.
Campaigns and flows both contributed to the July total, and the channel mix included email and SMS. The table below uses the report’s overview breakdown, with figures rounded to the nearest dollar.
Reported measure
July 2025
Email + SMS attributed revenue
$509,936
Share of store revenue
30.6%
Campaign-attributed revenue
$271,426
Flow-attributed revenue
$238,510
Email-attributed revenue
$346,205
SMS-attributed revenue
$163,731
Source: Forge Skin July 2025 account report, 1–31 July versus 1–30 June. Campaign/flow and email/SMS are alternative breakdowns of the same total and should not be added together. Platform attribution is not incremental revenue, profit or agency ROI; this snapshot does not isolate the effect of Thrivelia’s work. The report does not specify the attribution window.
THE COMMERCIAL LESSON
A bulk order changes the next purchase.
The archived Christmas offer sold six jars as a six-month supply. That matters when interpreting repeat purchase: a customer with months of product on hand may have no immediate need to replenish. A longer interval can reflect the offer as well as the customer’s experience.
For another tallow brand, investigate order quantity and likely consumption before deciding when to ask for a refill. Evaluate a complementary product and a subscription on their own economics, rather than assuming every customer should immediately buy more balm.
Evaluate the next purchase against the amount bought, how the customer uses the product and the economics of the next order.
QUESTIONS ABOUT THE WORK
The scope behind the numbers.
What does the $509.9k figure represent?
It is the account’s reported email and SMS attributed revenue for July 2025. It reflects platform attribution across the existing programme, rather than revenue isolated to a single change or campaign.
Was the programme email-only?
No. The reporting covers email and SMS, with both campaigns and automated flows contributing to the channel total.
How did funnel entry points affect the lifecycle work?
The December reporting distinguishes welcome and checkout journeys for Funnelish traffic from a separate pop-up welcome. The retention strategy considered those entry points alongside the product path and customer’s purchase history.
EXPLORE THE NEXT STEP
More tallow experience. A clearer next move.
YOUR NEXT CHAPTER
Build the next chapter of your skincare brand.
Let’s examine the customer journey, the offer and the next purchase.
Inside the emails.
Make the holiday offer explicit
Original production copy · 16 December 2024
Our BIGGEST Tallow Balm deal ever
[FIRST NAME],we've just launched our biggest Forge Tallow Balm deal ever.
For Christmas only:
👉 Order 2 jars of Forge Tallow Balm
…Get 4 MORE jars FREE!
Order now for Christmas delivery
The December 2024 production copy states the bundle mechanics immediately. It is earlier creative, separate from the July 2025 account snapshot.
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