Rodan+Fields is a brand whose customers are known for their loyalty. While this makes for steady purchases, this also creates a different sort of marketing challenge: to keep current customers happy without alienating them, while building loyalty in new demographics at the same time.

To balance these needs, email segmentation is key. While all customers get monthly emails and new product announcements, catering email campaigns to lapsed or single-purchase customers with A/B testing to check efficacy was the surest way to engage this demographic.