The hair care brand sending the wrong emails to the wrong people

Two audiences, one broken list, and attribution data that meant nothing. Here's what we found.

Timeline: 3 months
Platform: Omnisend
Industry: Hair Care / Beauty
Services: Email Marketing, Audit & Strategy

Summary

Difiaba had two completely different audiences, salon professionals and everyday consumers, receiving the same emails with no separation. Open rates were at 14% and click rates at 0.15%, reflecting how little the messaging resonated with either group. On top of that, Omnisend was connected to the old store while all calls to action pointed to the new professional site, meaning tracking was broken and every performance metric in the account was unreliable. The brand had no accurate picture of what was actually working.

Approach

The strategy addressed each layer of the problem. Omnisend needed to be reconnected to the new professional store to restore accurate tracking and attribution. The existing list required segmentation to separate professionals from consumers using purchase history, site behavior, and click patterns. Two separate pop-ups were recommended, one optimized for professionals, one for consumers, with the professional form properly connected to the platform. All social media links and email CTAs needed to redirect to the professional site to keep the funnel consistent. Campaign content was restructured toward educational and technical material for professionals rather than generic promotional emails. Deliverability was to be rebuilt by moving to engaged-only sending and gradually removing inactive contacts.

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