Jupiter

hellojupiter.com

Partners

Shopify Plus®

Klaviyo®

Industry

Consumer Packaged Goods (CPG)

Services

Email Marketing SMS Marketing CRM Management

Partners

Shopify Plus®

Klaviyo®

Challenge Strategy Results

How Email Marketing Scaled Online Revenue While Supporting Retail Expansion for a Premium Scalp Care Brand

Educational campaigns driving 74% average open rates (3x industry benchmark)
Post-purchase flows restructured to match product experience timelines, improving retention
Content strategy shifted from promotional to educational, supporting both retail awareness and online conversion
Abandonment flows recovering 10-20% of otherwise lost sales
Online revenue scaled without discount dependency or cannibalizing retail growth

Challenge Strategy Results

01 Challenge

Your product is premium. It's sold in retail stores. And it requires education—why zinc pyrithione works, what makes it different, how scalp care actually functions.

Standard email approaches don't work when you're building a multi-channel brand. Promotional emails drive immediate online sales but train customers to wait for discounts. That works against retail, where there are no flash sales. Educational emails build brand authority but don't convert fast enough to justify the program.

Jupiter's email was stuck in discount mode—driving some online revenue, but doing nothing to support retail expansion. Post-purchase flows were pushing upsells before customers experienced the product. One-time purchasers weren't converting to subscriptions because the timing was wrong.

The real problem: email was being treated like a direct response channel for a product that required trust-building. You can't sell scalp care the same way you sell t-shirts.

If you're selling through retail AND online, and your product needs education to show its value, your email program has to support both channels without undermining either.

That's why an investor in an Arcady client recommended Jupiter to Arcady.

02 Strategy

Educational Content Replaced Promotional Blasts

Campaigns stopped selling and started teaching. Subject lines shifted from offers to pain points: "Why Your Oily Scalp Isn't Going Away," "PSA: Summer Is Wrecking Your Scalp.

"Content followed the product line priorities—more dry scalp education, less dandruff content—while staying educational. Testing showed lifestyle imagery (people using products) outperformed product-only shots. Static credibility badges beat flashing animations. Shorter copy won over longer explanations.

This repositioned email as where customers learned why the product worked. Someone seeing Jupiter at Target could recognize the brand from email, even if they'd never bought online.

Flow Timing Matched Product Experience, Not Arbitrary Triggers

Post-purchase flows were pushing upsells at day 3-5, before customers used the product long enough to see results. Win-back emails fired at 90 days when repurchase cycles suggested 45-60 days made more sense.

Flows were rebuilt around when customers actually experienced the product:
Post-purchase upsells moved to day 12-14, after product experience
Win-back compressed to 45-60 days to match repurchase cycles
Abandonment flows personalized by behavior (browsing vs. checkout vs. cart)
Subscription conversion separated first-time buyers from repeat purchasers

Logic gaps that created conflicting messages got fixed. Customers stopped receiving the wrong message at the wrong time.

Segmentation Supported Both Channels

Not everyone on the list was an online buyer. Some discovered Jupiter in retail. Some were one-time purchasers. Some were active subscribers.

The list split by behavior:

Retail-first subscribers got education, not aggressive "Buy Online Now" pressure
One-time purchasers got subscription messaging only after product experience
Active subscribers got retention content, not acquisition offers
Lapsed subscribers got value-based win-backs (free brush offers, not discounts)

Email could support both channels without creating conflict.

03 Results

Engagement Shifted From Baseline

Open rates: 74% average (industry benchmark: 25-35%)
Deliverability: >99%, under 1% unsubscribe rate
Educational content consistently outperformed promotional messaging
Lifestyle visuals drove 2x better engagement than product-only images

Flows Recovered Revenue That Would've Been Lost

Abandonment sequences converted 10-20% of otherwise lost sales
Post-purchase timing changes reduced unsubscribe pressure while improving retention
Win-back compressed timeline captured lapsed customers earlier in repurchase cycle
Welcome flows converted new subscribers at strong rates without aggressive selling

The Email Program Became Infrastructure

Online revenue scaled without increasing promotional pressure or discount dependency
Retail expansion continued while email educated potential in-store buyers
Subscription conversion improved after timing fixes aligned with product experience
Multi-channel segmentation prevented online tactics from undermining retail brand positioning

Closing

If you're building a brand across retail and online, email can't just be a discount machine. Education builds the trust that converts in both channels—but only if your flows match how customers actually experience your product, not how you wish they would

.Jupiter is a premium scalp care brand available online and in retail stores nationwide. Their product line focuses on zinc pyrithione formulations with clean ingredients, destigmatizing dandruff and dry scalp care for millennial women.

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