Women’s� 45+ Health �Case Study
Thrivelia Case Study
The company’s mission is to relieve women from the horrible symptoms related to the menopause so that they could feel healthy and rejuvenated once again.
The Challenges�
2
The brand needed to improve their overall email marketing revenue.
The brand struggled to achieve higher LTV through a second purchase.
Revenue
Repeat Purchase
1
From:
To:
We increased the revenue by $240 000 or 500% in 30 days.
Table of Contents
1
2
3
4
Forms
We will review opt-in process.
Flows
We will review the customer journeys.
List & Segments
We will discuss the current segmentation.
Campaigns
We will cover the broadcast strategy for weekly emails.
Forms
1
To further incentivise revenue, we created multiple points of entry.��1. Welcome Opt-in�2. Flyout Exit-intent�3. Cart-capture
Forms
1
We created multiple points of entry so that there is a dedicated form to a product (between Product 1 and Product 2) and a country (US and Canada).
As we are actively measuring performance in each product and country, we are also sending a dedicated message to the respectful journey, with upsells and cross-sells inside the email flows.��We are continually split-testing copy, CTAs, visuals and time-delays in order to optimise submit rate.
1
Flows
2
They multiple flows in place, but the contacts were not “flowing” between them.��We created additional flows to send more educational emails throughout the journey.
Example Customer Journey 1�1-Time Buyer Standard
1
Opt-in Form
Welcome Flow
Thank you Flow
Nurture Flow
Winback Flow
2
3
4
5
Example Customer Journey 2�Repeat Buyer Standard
1
Opt-in Form
Welcome Flow
Thank you Flow
Review Flow
VIP� Flow
2
3
4
5
Refreshed flows (A/B testing)
Browse Abandonment
Replenishment
VIP Customer
Welcome
Post-Purchase
Abandoned Cart
Nurtures new customers
Builds a relationship after an order
Targeting abandoned carts.
Targets an abandoned session
Lapsed retargeting for unengaged customers
Appreciation of repeat purchasers
New flows in place
Win-Back Series
Cart Capture
Site Abandonment
Captures people before they abandon a cart
Retargets website visitors
Acknowledge time between orders and proactively reach out
What we tested
Segments and Lists
3
The client has a fantastic database. However, targeting was varying between campaigns in 10+ lists per campaign.
We created criteria for an engaged segment
Opened or clicked email
Email Activity
New customers
Joins a List
Checkout Started, Added to Cart, Placed Order
Purchase Behaviour
Active on Site + Viewed a Product
Website
Engaged
(30/60/90 Days)
And excluded unengaged
Haven’t opened and clicked 20+
Email Activity
If they bounced more than once or emails contained spam traps
Spam Traps
If a contact has unsubscribed
Suppressed
Unengaged
Example with 30 days
Campaigns
4
The brand struggled with the depth of weekly content. ��They wanted to build more excitement through education and promotions.
A Content Calendar
Thrivelia built a content calendar that rotates the different types of messages, while nurturing also the ready to buy sales leads with:
“The Birthday Promotion”
The Strategy:�Build an excitement through opting in an early-access list for a BOGO type of an offer.��The implementation:�We created a pop-up form, a opt-in functionality inside the emails, an automated message and a series of 10 emails across a week.��The results:�We generated $70 237.85 with $30 621.01 on the day of the early access. 2 241 people joined the list out of 25 157 engaged customers.
The Campaigns
*Fun Point
A customer complimented our emails.
Performance
Performance
Thank you!
Do you have any questions?�
Book a free consultation: www.calendly.com/thrivelia
Trayan Hristiyanov Hristov�BG: +359 899 650 499�GB: +447 596 258 437