How email drove an impressive 50% of this brand’s monthly subscriptions!
0%
Subscriptions Driven by Email
0 Months
From 10.18% to Over 50%
0%
New Email Subs Became Buyers
Challenge
Not Enough Monthly Subscriptions
Organic mushroom coffee is an upcoming industry that offers the stimulus of regular coffee combined with the numerous health benefits of mushrooms.
Organic mushroom coffee is an upcoming industry that offers the stimulus of regular coffee combined with the numerous health benefits of mushrooms.
RYZE Superfoods is one of the top brands of the industry, despite having only launched in 2020.
RYZE Superfoods is one of the top brands of the industry, despite having only launched in 2020.
3 months after working with Zoronto, RYZE went from 0 to 6 figures through our smart email marketing strategy.
3 months after working with Zoronto, RYZE went from 0 to 6 figures through our smart email marketing strategy.
However, the signpost shifted swiftly. After month 3, their main goal was to drive monthly product subscriptions instead of one-off purchases.
However, the signpost shifted swiftly. After month 3, their main goal was to drive monthly product subscriptions instead of one-off purchases.
Our agency happily accepted the challenge!
Solution
Smart Customer Journey
We knew that most people in the RYZE email community were not ready to commit to a paid monthly subscription.
We knew that most people in the RYZE email community were not ready to commit to a paid monthly subscription.
It makes sense: the industry is fairly new, there’s a healthy dose of skepticism, and the competition is fierce!
It makes sense: the industry is fairly new, there’s a healthy dose of skepticism, and the competition is fierce!
That’s why understanding the customer journey of this specific brand was key.
“After 3 months of working with RYZE, we analyzed tons of data to understand their customer behavior. We then mapped out a corresponding customer journey to make recurring purchases easy.”
Thomas Lalas Senior Copywriter, Zoronto
“After 3 months of working with RYZE, we analyzed tons of data to understand their customer behavior. We then mapped out a corresponding customer journey to make recurring purchases easy.”
Thomas Lalas
Senior Copywriter, Zoronto
Strategy
Audience Segmentation
Based on our previous campaign data, we created behavior-based segments of the RYZE audience.
Based on our previous campaign data, we created behavior-based segments of the RYZE audience.
Specifically, we focused on one-off buyers that could become repeat customers.
Klaviyo’s ‘Expected to Order’ Feature
Before sending any segment-based campaign, though, we utilized the secret ‘Expected to Order’ feature of Klaviyo.
Before sending any segment-based campaign, though, we utilized the secret ‘Expected to Order’ feature of Klaviyo.
The concept is simple: their algorithm predicts which part of the audience is more likely to buy soon, including both buyers and non-buyers.
The concept is simple: their algorithm predicts which part of the audience is more likely to buy soon, including both buyers and non-buyers.
Such a feature allows us to target this algorithmically-generated audience with laser-targeted campaigns.
Such a feature allows us to target this algorithmically-generated audience with laser-targeted campaigns.
And they work miracles… yielding up to 5% conversion rate, way above the industry standard!
And they work miracles… yielding up to 5% conversion rate, way above the industry standard!
‘Subscribe Now’ Emails
Once the monthly ‘Expected to Order’ campaign was out of the way, next came the ‘Subscribe Now’ campaign.
Once the monthly ‘Expected to Order’ campaign was out of the way, next came the ‘Subscribe Now’ campaign.
In this monthly campaign, we targeted the one-off buyers of the previous month, who could be satisfied with the product and interested in buying monthly at a discounted price.
In this monthly campaign, we targeted the one-off buyers of the previous month, who could be satisfied with the product and interested in buying monthly at a discounted price.
Once again… such campaigns brought in great returns, due to their personalized nature.
Once again… such campaigns brought in great returns, due to their personalized nature.
A Weird Discovery
Well… this one surprised us!
RYZE is a beverage, but we found out that there’s a sizable segment of their audience that uses their mushroom coffee as a cooking ingredient!
RYZE is a beverage, but we found out that there’s a sizable segment of their audience that uses their mushroom coffee as a cooking ingredient!
Because of this weird discovery, we started sending more recipe-based emails.
Because of this weird discovery, we started sending more recipe-based emails.
At the end of the email, we invited those who cook with RYZE to answer a 1-question survey and unlock a surprise: a personal discount code for another bag of RYZE or monthly subscription, so they can cook even more!
At the end of the email, we invited those who cook with RYZE to answer a 1-question survey and unlock a surprise: a personal discount code for another bag of RYZE or monthly subscription, so they can cook even more!
…You guessed it. People took up on the offer like crazy!
Results
% of Subscriptions Driven by Email
10.18%
October
50.16%
December
From New Email Subs to Buyers
5.32%
October
21.15%
December
Results
% of Subscriptions
Driven by Email
10.18%
October
50.16%
December
From New Email
Subs to Buyers
5.32%
October
21.15%
December
Impact
In the beginning of October, only 10% of the total product subscriptions came from email. Mid December – in less than 3 months – that number had jumped to over 50%!
With 21% of new subscribers turning into buyers, Zoronto helped RYZE generate consistent recurring revenue.
This allowed this promising mushroom coffee brand to focus on what they’re best at: growing their business and changing people’s lives!