Apparel
MAIN1
How MAIN1 Added $248,000 in Annualized Revenue Through a Trust-Building Email System
A deep-dive into how the Aftercliq team grew this brand's retention revenue.
The Client
Hairwell is a European men's haircare brand selling hair powder products for men in their 30s and 40s dealing with thinning hair and visible grey roots. The product helps customers quickly cover thin spots and create the appearance of fuller hair, using an applicator-based powder that binds to the hair and stays in place until washed out with shampoo.
The Challenge
Before working with us, Hairwell had no popup, no automated email flows, and no email marketing system in place.
The brand was selling a product with strong visual appeal, but the customer needed proof before buying. For many first-time visitors, the main question was simple: does this actually work?
That hesitation made sense. Hairwell's product could seem almost too good to be true. A powder that fills thin spots, stays in place through rain and sweat, and only comes out with shampoo naturally created questions around performance, quality, and reliability.
Hairwell was also focused heavily on repeat purchases and subscriptions. Because the product was relatively low-ticket and ran out over time, long-term profitability depended on customers coming back, subscribing, and continuing to buy after the first order.
The Solution
The first step was building Hairwell's email system from scratch.
Because the brand had no popup or automated flows in place, we needed to create a foundation that could capture visitors, educate first-time buyers, recover abandoned purchases, and support repeat orders after the first purchase.
The strategy was built around proof. Hairwell did not only need to explain what the product was, but it needed to show why customers could trust it.
Phase 1
The first priority was setting up Hairwell's popup and core automated flows.
We created and tested multiple variations of popups designed to convert website visitors into subscribers, giving Hairwell a way to follow up with interested buyers after they left the site.
After testing and optimization, the popup reached an 8.9% opt-in rate.
Alongside the popup, we built the main automated email flows: Welcome flow, Abandoned cart flow, Abandoned checkout flow, Browse abandonment flow, Post-purchase flow.
Each flow was designed to make the product feel more believable. Instead of only reminding customers to buy, the emails showed how the powder looked in use, why it stayed on better than traditional hair fibers, and how men could use it before dates, work, or going out without worrying about rain, sweat, or touch.
Phase 2
Once the foundation was live, we moved into educational campaigns and ongoing optimization.
The campaign strategy focused on the objections customers had before buying. Some emails showed before-and-after results. Others used customer reviews to build trust. We also created usage-guide emails that explained how to apply the powder, when to use it, and why it stayed in place.
A key part of the strategy was comparison-based education.
Traditional hair fibers often sit on top of the hair and can come off through sweat, rain, or touch. Hairwell's powder was positioned around its binding technology, which helped the product cling to the hair and stay in place until washed out with shampoo.
These emails helped customers understand why Hairwell was different from standard hair fibers, while also giving them more confidence in the product before purchasing.
The Results
After building Hairwell's email system, the brand had a stronger way to capture visitors, educate potential buyers, and generate revenue outside of the first website visit.
The popup created a new list-growth channel, the flows helped recover interested buyers, and the educational campaigns gave Hairwell a clear way to answer the biggest objections holding customers back.
Overall, the brand saw:
- $117,000 in annualized revenue added through email marketing.
- 8.9% popup opt-in rate after testing and optimization.
- Stronger retargeting system for first-time buyers.
Aftercliq built a complete email system that turned our traffic into revenue. The educational campaigns, flows, and popup strategy made a real difference for our brand. — Hairwell Team, Founders, Hairwell
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