How the right discount follow-up increased BK Beauty’s placed order rate by 36%

BK Beauty, a cosmetics brand founded by former MAC trainer and YouTube creator Lisa J, is known for its luxurious, vegan, and cruelty-free beauty tools and makeup. When the brand’s welcome flow underperformed, our team at Fuel Made stepped in to refine their email strategy and drive more conversions from first-time subscribers.

118% placed order rate increase in the first welcome email
15% open rate increase
13% conversion rate increase for the entire welcome flow

Client	BK Beauty
Industry	Cosmetics
Website	bkbeauty.com

Fuel Made's Role

Strategy
Copywriting
Visual Design
List Growth
Full Service Email Marketing

Before

Before

The challenge

Underperforming welcome flow

BK Beauty’s original welcome flow wasn’t converting well. The emails following their pop-up sign-up were cluttered and busy, distracting users from making a purchase.

Limited subscriber data

The pop-up only collected email addresses, restricting communication to one channel instead of expanding to SMS. This meant missed opportunities to engage subscribers more effectively and boost ROI.

After

After

We’re SUPER HAPPY with everything that was delivered! Our new automated flows have dramatically improved retention and boosted BK Beauty’s monthly sales, while giving us confidence that our investment with Fuel Made will continue to compound in value as we accelerate brand growth.

Paul Jauregui Co-founder, BK Beauty

Our approach

Two-step pop-up for email and SMS

We redesigned BK Beauty’s pop-up to collect both email and SMS. Subscribers were segmented by communication type. Improved discount incentives drove more valuable sign-ups and increased overall engagement.

Simplified, high-converting discount follow-up

We replaced the cluttered design with a clean, premium look that put the discount front and center. Adding urgency through an expiration date and easy-to-navigate product links made the offer irresistible.

A focused welcome email

Thirty minutes after the discount email, a personalized welcome message from founder Lisa J was sent to create an immediate emotional connection. The revised layout eliminated distracting links, focusing instead on driving users directly to shop.