Case Study: Birchbox achieves 25% increase in email conversions with Braze

Birchbox Boosts Conversions 25% With New Email Segmentation Strategy

Birchbox, the subscription beauty service, was struggling with low open and click-through rates from one-size-fits-all promotional emails and needed a CRM overhaul. Working with Braze Alloys solutions partner Notable Growth, Birchbox adopted Braze tools — including Canvas, Content Blocks, and Braze-powered segmentation — to enable more personalized email journeys.

Notable Growth and Braze implemented behavior-driven segmentation, custom attributes, Canvas journeys, Content Blocks, and A/B testing to move from generic to targeted messaging, delivering measurable gains: a 25% increase in email conversions and a 16% lift in open rates. A targeted August campaign drove even bigger spikes — +150% opens, +298% click-throughs, and +489% conversions — underscoring Braze’s impact.

Birchbox

Michaela Meier

Director of Merchandising & Growth Marketing