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Client X integrates medical expertise with the latest in aesthetic technology to deliver a broad range of non-surgical treatments, including advanced skincare, weight management, and hair removal. Clients benefit from accessible, high-quality care designed to achieve visible, lasting results.
Through its national online store, Client X offers a premium selection of internationally acclaimed skincare brands, all backed by clinical research.
increase in click rate
improvement in unsubscribe rate
increase in total traffic
Client X integrates medical expertise with the latest in aesthetic technology to deliver a broad range of non-surgical treatments, including advanced skincare, weight management, and hair removal. Clients benefit from accessible, high-quality care designed to achieve visible, lasting results.
Through its national online store, Client X offers a premium selection of internationally acclaimed skincare brands, all backed by clinical research.
increase in click rate
improvement in unsubscribe rate
increase in total traffic
The primary goal of these campaigns is to ensure that growth in leads and conversions is achieved by encouraging the completion of high-value actions—such as submitting the booking form and signing up for the newsletter. As new features are implemented, support may also be extended to drive bookings through the upcoming online booking system.
A focus is placed on educating and engaging audiences through relevant, informative content, with an emphasis on showcasing Client X’s service offerings. Through this approach, trust, credibility, and authority are intended to be established within the aesthetic industry. Website traffic is expected to be increased as interest is nurtured, and users are guided back to the site.
Additionally, these campaigns are aimed at the growth and retention of a high-quality subscriber base. By utilising segmentation and personalised messaging, stronger relationships will be fostered, loyalty will be encouraged, and long-term customer retention will be supported.
The primary challenge encountered was tracking conversions effectively as Client X transitioned to a more complex booking system during their website rebuild. This shift created difficulties in tracking completed bookings and accurately attributing them to the email marketing campaigns through GA4.
As the website and booking system were upgraded, it became challenging to ensure that conversion data was captured consistently across both the email marketing platform and GA4. This transition required strategic adjustments to the tracking setup to maintain accurate data on lead-to-booking conversions, ensuring the effectiveness of email campaigns and their contribution to overall revenue.
The changes demanded a collaborative effort to optimise conversion tracking, refine the integration between email campaigns and GA4, and ensure data integrity throughout the process. This was essential to align the marketing efforts with Client X’s business goals and maintain accurate reporting.
Ruby Digital implemented a targeted email marketing strategy focused on segmentation, personalised content, platform integration, and ongoing optimisation.
The approach began with categorising contacts into new, existing, and active users, followed by the creation of five core audience segments within the email platform to enable precise targeting. Custom templates were designed for each mailer type, and content was tailored to deliver promotional offers, skincare advice, blog content, and relevant industry updates—strengthening trust and engagement.
To ensure cross-channel consistency, email campaigns were aligned with blog and social media activity. On the technical side, Ruby Digital managed the platform setup, integrated it with the existing CRM and website, and implemented conversion tracking in GA4 for appointment bookings.
Performance was measured against industry benchmarks, and monthly management ensured the strategy remained effective, scalable, and ready for future automation through CRM and sequencing integration.
Over the course of one year, these email marketing campaigns delivered exceptional growth across key performance areas, driving traffic, engagement, and direct revenue:
These results showcase how a data-driven, value-led email strategy can transform digital performance—driving not just engagement, but measurable business growth.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
