Health retailer boosts customer engagement, loyalty, and lifetime value with a personalized kinetic email campaign
All customers want to be treated like a VIP, which is why health reatiler Vitacost took steps to make sure every single one of their customers felt like one.
Vitacost is a leading health and wellness retailer known for offering great value and savings on the healthy products customers want. As a company already embedded with a rich customer communication strategy, Vitacost sought opportunities to optimize further on established programs.
To expand their healthy marketing program, the marketing team at Vitacost wanted to improve their exclusive “Mystery Sale” email offerings. Previously, this promotion directed customers to landing pages where they could claim coupon codes to use on the Vitacost.com site. This extra step, however, came at the risk of losing customer attention.
Vitacost needed to create a frictionless process to reveal their discount codes. By viewing the deal in the simplest way possible, customers wouldn’t need to navigate separate landing pages after reading about the offer. Vitacost needed an inbox technology to make uncovering “mystery sales” an exciting and rewarding experience and immediately attract customer attention.
Vitacost created a new high-impact and interactive “Mystery Sale” campaign that generated immediate returns on investment, and also ensured that every customer consistently enjoys a useful and relevant customer experience. The company employed kinetic email with Marigold Engage, to reduce the friction of navigation from email inbox to unique web landing page.
Kinetic email is designed to give customers a visual and intuitive experience when opening them. Rather than clicking links that navigated to separate landing pages, the email team re-designed the mystery deal emails with an added dynamic toggle function. Now, all customers needed to do was click the “mystery box” to reveal the deal code from within the email itself.
The new platform also helped Vitacost automatically sort repeat customers into six loyalty levels: premium, valuable, potential, uncommitted, lapsing, and new. Each group received special mystery deals based on their status, which allowed Vitacost the opportunity to reward their customers for passing important milestones with the brand. These customer groups also received emails with personalized, unique offers, promo codes, and individualized subject lines that were dependent on customer behavior or attributes.
Using Marigold Engage content management tools helped Vitacost refine successful messaging, enabling the company to capitalize on the power of kinetic email and personalization, and delivered significant impact.
As for the results
- 53% - increased click-to-open rates
- 31% - increase in revenue per email
- 33% - lower unsubscribe rates, compared to previous “mystery sale” campaign
“Working with Marigold Engage has enabled our team to take our messaging to the next level,” said Danielle Van Acker, Email Marketing Manager at Vitacost. “Our customers love getting and interacting with these ‘Mystery Sale’ emails – and the campaign has not only improved our metrics, but helped us retain customers because they’re getting messages that are most relevant to them.”