Need to Know 

  • BBI partnered with Northern in 2023 to develop a holistic lifecycle marketing strategy involving content planning and strategic execution of monthly email campaigns and automations.
  • Klaviyo’s advanced email segmentation functionality allowed our team to use real-time data to target, personalize, and more effectively measure performance.


Beauty by Imagination (BBI) is a leading global haircare company offering a range of hair care products, accessories, and styling tools for everyday consumers and salon professionals with a portfolio of popular brands like Wet Brush, Ouidad, and Bio Ionic.


After a successful 2022, BBI aimed to surpass their previous Black Friday and Cyber Monday performance. Northern made this goal a reality by tactically increasing sending volumes, refining email content, optimizing email designs for conversions, and targeting specific customer segments. With this strategy, all three brands maintained healthy engagement and deliverability metrics while surpassing revenue goals.


Ramping Up 

Throughout Q3, Northern started gradually expanding segmentation by using engaged segments while layering in tactical behavioural segments to ramp up sending volume. To protect your sender reputation and ensure emails land in inboxes, this steady approach to segmentation is vital for BFCM success.