Case Study: Sally Beauty Europe achieves 43% increase in email-attributed web sales with Emarsys

Leveraging Conversational Marketing to Increase Email Attributed Web Sales

Sally Beauty Europe, a health & beauty e‑commerce retailer, faced siloed data, difficulty scaling personalized experiences and a need to lift order value. Although the team relied on customer data to guide decisions, they struggled to align the right technology to turn that data and customer conversations into actionable, predictive insights.

By adopting a customer‑first conversational marketing approach and deploying predictive recommendations, Sally Beauty Europe closed the loop on customer interactions and scaled personalization across channels. The initiative drove a 43% year‑over‑year increase in email‑attributed web sales, a 19% rise in average order value, and a 20% growth in monthly sales attributed to digital marketing.

Sally Beauty Europe

Scott Jonsmyth-Clarke

Group CRM & Digital Communications Manager