About the client
AYU is a premium vegan cosmetics brand founded by celebrity makeup artist Suzie O’Neill. The brand positions itself at the high end of clean beauty — products that look and feel luxurious, backed by ethical sourcing and sustainable packaging.
The challenge
Despite strong overall performance, AYU’s email templates hadn’t kept pace with their evolving brand and redesigned website. The communication flows were dated, and the small team simply didn’t have enough hours in the day to dedicate to refreshing them. New subscribers were getting a first impression that didn’t match the premium experience AYU offered everywhere else.
Our approach
Toco stepped in to revamp AYU’s entire email strategy. We updated the welcome flow to reflect AYU’s premium, polished brand experience — making sure the first emails a new subscriber received felt like an extension of the website.
We then designed a new modular Klaviyo template system for visually stunning, on-brand BAU campaigns. The modular approach meant the team could assemble beautiful emails quickly without starting from scratch each time.
The results
We increased AYU’s conversion rate on their welcome journey from 3.8% to 10.2% — a 168% improvement — turning new opt-ins into loyal customers. The refreshed email programme now matches the quality of the brand itself, and the modular templates have made ongoing campaign execution dramatically faster.