Since 2010, we have worked with 100+ clients on growth, marketing strategy, positioning and advertising. And in that time we have developed multiple frameworks that collectively is called the Relationship Engine.
The goal of the engine is to create campaigns that help hair and beauty brands to attract and keep repeat buyers.
Don't believe it?
Check out this video of one of our smaller client accounts. When we started working with them, they were generating $2,000 per email. Not bad. But we noticed a lot of issues with how they were targeting their emails and how their ad campaigns had gotten them to this point.
Three weeks later, they were doing $5,000 per email. No ad spend increase. This was just the the start of our journey.
This video is a small part in our push towards maximising repeat customers. The $3,000 increase per email came from a similar list of people.
These people bought, and continued to buy. All you need to do is find them.
At EssTwo, we have a multidisciplinary team with one goal: generating more repeat customers for our clients.
Why is that so important to use?
If I were to answer that in a single word, it would be this: longevity.
Over the last 20 years, we’ve seen many e-commerce companies rise and fall. You might even be surprised to know that some strong brands are among those that didn’t survive. Large or small, no hair or beauty brand can outrun the need for profitable customers.
All the e-commerce companies that failed made the same mistake: they focused all their attention on acquisition, and nothing on retention.
For you, dear founder, retention means customers who continually pay for your products. And remain loyal over the long term. This is what we want.
In a way the ecommerce obsession with customer acquisition focus is smart. Especially if your revenue is not where you want it to be. But at EssTwo when we think about growth, we think about profitability too.
I won't mention names (you can Google it), but many out-of-business brands simply spent more than they made. They didn't track their numbers. They didn’t monitor their marketing ROI over critical time frames.
One of our directors was a Finance Director in large UK companies. When he first joined, the first question he asked was: "what about profit?".
That was a decade ago. Since then, a focus on profitability has become a key pillar of our growth strategies. We ask this question to every new client we work with.
Okay so we're a bit tool-obsessed. Over 20 years, we've designed many frameworks to help our clients achieve their goals.
Some of these frameworks have survived for over a decade. These frameworks are the cornerstone of the Relationship Engine (more on that later). Each framework that have stood the test of time have become a software tool we use with our clients.
Said differently, the tools we build are codifying the success we have with our clients.
Good news: some of our tools (the best ones, I promise!) are free. You can start getting results right now.
AI can help you do many things in your company, but it cannot make someone who doesn't want your products buy them.
Now, you might be thinking "what do you mean?"
Every single company that advertises, shows their products to people who will never buy. At EssTwo, we call this Wasteful Marketing Spend (WMS).
But what if there was a way to easily identify and "pick out" the people who are most likely to buy?
Better yet, what if we could pick out the people who are most likely to buy—and keep buying?
At EssTwo, our perspective of how to grow hair and beauty brands is simple: Focus all your effort on people who care about your products, believe what you believe and want to be part of your brand.
IF your company is newer, you might be saying "okay, but we don't have many of those people".
And to that, I say, you're probably correct.
But there was a time when the largest brands today, that we all trust, had only one customer. All you need to do is FIND and KEEP these people
And that is Where the Relationship Engine comes in. Which we discussed at the start.
To get started, I strongly suggest you check out our free tools. Each tool has been expertly crafted around how we work with clients.
You might find that you get tremendous value from them. Or you can contact our team to talk about your current situation.
Alternatively, contact us here.