CASE STUDY
Email Marketing
Picos began working with Biogone in mid-2024 to elevate their Klaviyo email marketing ecosystem. The focus was on refreshing key flows, implementing a structured campaign calendar, and strengthening segmentation so the channel could become a more reliable driver of sales and brand storytelling. Over a six-month period, Picos delivered more than 60 campaigns and rebuilt automated flows, creating a scalable foundation to support Biogone’s growth.
The problem
Biogone had the foundations of an email program in place, but it wasn’t reaching its full potential. Flows were active but dated, campaigns were sent without a clear calendar, and segmentation was broad, making content less tailored to subscriber interests. As the brand grew, they saw the need for a more strategic approach that could boost flow performance, bring structure to campaigns, and better showcase their leadership in landfill-biodegradable innovation.
The Solution
Picos rebuilt Biogone’s core flows-including welcome, abandoned cart, post-purchase, and winback-introducing stronger creative, clearer CTAs, and education-led content to share the “why” behind the brand. Campaign activity was restructured into a monthly calendar with at least four sends each month, balancing seasonal promotions with product highlights and thoughtful educational and leadership content. Segmentation was refined to deliver tailored content across business and consumer audiences, while engagement-based targeting improved deliverability and list health. Regular performance reviews ensured ongoing optimisation and proactive recommendations.
The Result
The impact was immediate and measurable. Since starting with Picos, Biogone’s campaigns have generated over $138K in attributed revenue across campaigns and flows. The ongoing calendar discipline improved consistency across the board, creating a 17% uplift in open rates, and a 96% uplift in placed order rate. Automated flows also captured more conversions, with rebuilt sequences lifting abandoned cart and welcome performance.
Key Wins:
- Campaigns delivered an average open rate of 51%, outperforming the ecommerce benchmark (~30%).
- Average click-through rate of 3.9%, nearly double typical industry averages.
- Best-performing campaign (Green Friday Sale) drove a 4x uplift in revenue compared to the average campaign.
- More than 60 campaigns launched to date, creating a consistent and scalable foundation for growth.
Beyond revenue, Biogone’s email program now tells a stronger brand story, reduces list fatigue through smarter targeting, and provides a solid framework to scale into peak sales periods like Black Friday.
