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How Colorescience Boosted Klaviyo Campaign Conversion By 48% By Improving Inbox Placement
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Background
Colorescience is a professional skincare innovator celebrated for its evidence-backed, all-mineral formulations that provide effective sun protection and skin health solutions. Originally crafted for post-procedure skin, the brand has grown into the fastest-growing professional skincare line in the U.S., deeply rooted in science and dermatologist trust. Today, Colorescience’s clean, high-performance products—from mineral SPF to color correction—are beloved for delivering both protective and skincare benefits.
Results
48%
Overall increase to campaign conversion rate
62%
Overall increase to campaign click rate
Colorescience used Maverick’s Inbox Placement Optimizer to ensure their Klaviyo campaigns reached customers’ primary inbox instead of spam or promotions tabs. This led to a 48% increase in conversion rate and a 62% lift in click rate, all without changing email content or design.
Challenge
Even well-crafted email campaigns face a major roadblock: inbox placement. Promotional content often ends up buried in spam or the Gmail promotions tab, significantly reducing visibility—even for reputable brands like Colorescience. If emails don’t show up where people check them, they don’t get opened—and that means fewer clicks, fewer sales, and wasted potential. In essence, unless emails consistently reach the primary inbox, high-intent messaging remains invisible, and revenue potential remains untapped.
Solution
To tackle this, Colorescience implemented Maverick’s Inbox Placement Optimizer. This tool increases the likelihood that campaign emails land in the primary inbox, where customers are more likely to notice and engage with them, rather than being sorted into less-visible folders like promotions or spam.
The integration was effortless, there were no changes to the final content or design that the end customer sees, and no additional effort required from their team—just improved deliverability, higher visibility, and better results.