Lancer Skincare
A luxury e-commerce skincare brand with decades of experience redefining anti-aging routines.
Graphic Designer
CRM Manager
Creative Director
Lancer Skincare
A luxury e-commerce skincare brand with decades of experience redefining anti-aging routines.
Graphic Designer
CRM Manager
Creative Director
The Results
The Results
4x
Revenue per email
110%
Increase in automation revenue
26%
Email contribution of total site revenue
Summary
Summary
The Challenge
The Challenge
Lancer Skincare had momentum, but its CRM channel was not producing at the level the business needed.
Lancer Skincare had momentum, but its CRM channel was not producing at the level the business needed.
The brand was paying a large agency fee for limited output: roughly eight campaigns a month, one core flow, and only a few hours of hands-on work each week. Revenue per email was sitting below $3K, leaving too much value inside the customer journey.
Email was active, but the revenue mechanics were thin. Flows needed more depth. Segmentation needed more precision. The channel had room to contribute more, but the structure behind it was not strong enough yet.
The problem was the operating layer behind the send.
The brand was paying a large agency fee for limited output: roughly eight campaigns a month, one core flow, and only a few hours of hands-on work each week. Revenue per email was sitting below $3K, leaving too much value inside the customer journey.
Email was active, but the revenue mechanics were thin. Flows needed more depth. Segmentation needed more precision. The channel had room to contribute more, but the structure behind it was not strong enough yet.
The problem was the operating layer behind the send.
Our Strategy
Our Strategy
Keen brought in Damon as CRM Lead to rebuild the channel around lifecycle revenue.
Keen brought in Damon as CRM Lead to rebuild the channel around lifecycle revenue.
The work started with channel architecture. Existing flows were audited and optimized, including Welcome, Browse Abandonment, and Site Abandonment. New revenue-driving automations were introduced, including Wishlist, Replenishment, and Upsell journeys.
Segmentation became more technical, with audiences built around 30, 60, 90, and 180-day engagement windows, product views, bestseller interest, website engagement, window shoppers, and predictive purchase intent.
Campaign output increased from roughly eight campaigns a month to 20, supported by stronger content planning, mobile-first execution, and cleaner CRM logic.
This moved CRM from agency-managed output to embedded ownership of a revenue channel.
The work started with channel architecture. Existing flows were audited and optimized, including Welcome, Browse Abandonment, and Site Abandonment. New revenue-driving automations were introduced, including Wishlist, Replenishment, and Upsell journeys.
Segmentation became more technical, with audiences built around 30, 60, 90, and 180-day engagement windows, product views, bestseller interest, website engagement, window shoppers, and predictive purchase intent.
Campaign output increased from roughly eight campaigns a month to 20, supported by stronger content planning, mobile-first execution, and cleaner CRM logic.
This moved CRM from agency-managed output to embedded ownership of a revenue channel.
Client Testimonial
Client Testimonial
❝
The team we built with Keen kicked ass, we hit our growth numbers for the quarter, and we’re excited to keep building the team and crushing it this year.
Marc Kravets
Marc Kravets
CEO of Lancer Skincare
CEO of Lancer Skincare
❝
The team we built with Keen kicked ass, we hit our growth numbers for the quarter, and we’re excited to keep building the team and crushing it this year.
Marc Kravets
CEO of Lancer Skincare
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