Success Story

How Nudestix Turned Emails Into Dollars With UpOrder

How a global cosmetic brand uses UpOrder to drive repeat purchases and grow its DTC brand.


Revenue Earned per UpOrder Email Sent

Nudestix's Growth and Challenges

Founded by a mother and her two daughters in 2014, Nudestix is a rapidly growing cosmetic brand that offers easy-to-use, cruelty-free products for a natural makeup look. Their products are widely sold in mainstream retailers including Sephora, Nordstrom, and Macy’s in North America and throughout the world.

This partnership with major retailers doesn’t come without a price. Instead of fighting for consumers’ attention on the retailer’s shelves and websites with other brands, Nudestix is switching gears from a “retailer-first” marketing strategy to cultivating an amazing DTC experience.

Why choose UpOrder?

When Bianca installed UpOrder for Nudestix’s Shopify Plus stores, she had two goals in mind:

  • Carry through consistent branding across all customer communications
  • Encourage more repeat purchases from existing customers as well as help new customers make their first purchases.

Deliver an elevated brand experience using UpOrder

Before installing UpOrder, Nudestix was sending out the default Shopify notifications. There was no branding whatsoever. In comparison with the beautifully-designed and personalized transactional emails from vendors like Sephora, those standard Shopify notifications did not stand a chance.

For a global makeup brand like Nudestix, it is super important to have consistent branding throughout their customer journey. This helps Nudestix build trust with its customers and create a positive post-purchase experience.

In a such fast-paced market, it’s also crucial for Nudestix to leverage its notification emails for additional marketing opportunities. With UpOrder, their most up-to-date product launches, recommendations, and promotions are incorporated into the email design. It helps customers stay informed and engaged with the brand's latest announcements with their most-opened emails.

UpOrder also came in handy at the onset of the COVID-19 pandemic. It allowed Nudestix to communicate additional information that impacted shipping and orders to their notifications so customers knew what to expect!

"Including a consistent brand image and voice in our emails immediately elevated our brand communications. It allowed us to compete on the same level as our retail partners like Sephora."

Boost repeat sales with personalized discounts through UpOrder

One of Bianca’s favorite features is UpOrder’s personalized discount codes. Unlike other site-wide promotions, UpOrder generates a unique discount code for each customer that only applies to their purchase within a designated time period.

On one hand, it prevents coupon abuse as the code won’t work for another customer who finds it on the internet. The code even contains the customer’s name. On the other hand, compared to other site-wide promotions that are product specific, the UpOrder discounts are customer-specific, the customer can apply to any product they purchase, which delightfully complements Nudestix’s campaign strategy.

Nudestix also leverages the UpOrder discounts to drive repeat sales, as an integral part of their retention strategy. It acts almost like a loyalty program: customers receive discounts in post-purchase emails such as order confirmations and shipping confirmations, which they can then redeem on their next purchase within a certain period.

For individual cosmetic brands, it’s extremely hard to offer a loyalty program at the caliber of Sephora’s. On Sephora, customers can redeem points for a variety of products and as dollars off their purchase.

“When customers purchase on Sephora, there is no guarantee they will get 15% off their next purchase of Nudestix. Implementing these incentives through UpOrder gives us a competitive edge over Sephora to bring customers directly back to us, for a higher profit margin.”

"Including a consistent brand image and voice in our emails immediately elevated our brand communications. It allowed us to compete on the same level as our retail partners like Sephora."

- Bianca, eCommerce Marketing Manager

Recover abandoned checkout

Since installing UpOrder, Nudestix has seen an 84% improvement in the conversion rate of their abandoned checkout emails.

Part of the success could be attributed to the limited-time offer they implemented through UpOrder. You have to win the customers back while the purchase intent was still high. Nudestix set the window of their cart recovery offer to be just 1 day, so customers have to act within that period to claim the offer.

Furthermore, Nudestix augmented its chance to upsell customers through the personalized product recommendation, as well as the banner image featuring their recent launches.

Grow revenue without the stress

What Bianca particularly likes about UpOrder is that the app is stress-free and requires minimal effort.

“The beautiful thing about UpOrder is that it doesn’t interfere with your front end.”

Like most Shopify Plus brands, Nudestix is very apprehensive about adding apps to their Shopify sites. With a robust customized site, they have to be cautious about how the integrations would affect their codes, site speed, and whether they would distract customers from navigating the site and making a purchase. With UpOrder, there is none of these stresses, as it doesn’t interfere with the front end of the site at all.

Unlike many other marketing apps, UpOrder doesn’t require a ton of work to set up and constant tweaking. For instance, Nudestix’s email newsletter promotions demand a lot of work. “I put a lot of thought and effort into our CRM strategy and email marketing of our core products and new launches,” says Bianca. With UpOrder, once set up, “the app is just running in the background at all times and generating revenue for us on a daily basis.”

Working with UpOrder

As a busy eCommerce manager, Bianca really appreciates UpOrder’s white-glove service. “Our Merchant Success Manager at UpOrder did all the work designing our emails, all I need to do is give feedback. She stayed on top of us to keep our emails current and updated with any recent product launches.”

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