Client Case Study
Project Type: Monthly Email Management & Flow Revamp
Category: CPG Beverage / E-Commerce
Headquarters: Gresham, Oregon, USA
Overview: Sip Herbals is a coffee-alternative CPG and e-commerce brand that aims to help you have better mornings without the jitters using sustainable ingredients for natural, sustained energy.
Founded by Orleatha Smith and Kelly Raulerson.
The Problem
Sip Herbals approached Kimberlee to help manage their month email campaigns and audit their current email and sms automations to help increase engagement among their customers and ultimately, increase revenue for their brand.
Their current flows and emails were outdated and did not reflect their updated branding: from the tone of their voice to the design of the overall emails. This was causing a loss of interest and drop-off in customer retention, resulting in attention only when sales were ran or a high unsubscribe rate.
Additionally, they were under-utilizing channels, such as SMS, that would help their customer acquisition strategy and reduce the barrier to quicker conversion for first-time customers.
We jumped right in and got to work immediately.
Our Solution
We approached the issue with strategy by getting to understand who their customer was, what their value proposition was and what made them unique.
We studied their competitors in their respective category to assess what we could learn from them and what we could do differently based on Sip Herbals’ unique position and product.
From there, we developed an “email moodboard” based on similar emails in their and other verticals that spoke to their audience of people who were seeking better-for-you options that aligned with their lifestyle changes and wanting to do better for their bodies and the planet.
Our goal was to work on creating emails that did not use a sale to subject line or copy to attract customers. Instead, we aimed to focus their emails on delivering value and relatability in order for current and new customers to better understand the Sip Herbals brand and feel aligned. We wanted to create a better community for them to buy into without cutting into their margins and getting their customers to see their value beyond a sale.
We developed a monthly email marketing plan to get them on a consistent email schedule, which was optimized to best fit their audience.
We also overhauled their core automations: Welcome Offer, Post-Purchase, Cart Abandoned and Browse-Abandoned flows.
In addition to that, we migrated their SMS list from Klaviyo to Postscript, as we identified Klaviyo not being the best solution for SMS, as Klaviyo is a robust powerhouse for email marketing, but Postscript is better for optimizing SMS campaigns and higher conversion rates.
The Results
+3%
Increase in Welcome Flow Revenue
+216.8%
Incremental Increase in Average Open Rate over 6 months
+25.62%
Substantial Conversion from SMS Automated Campaign Flows
Over 6 months, we optimized their email design, A/B tested subject line copy and continue to test and optimize to create the winning framework to help Sip Herbals retain customers and sustain consistent sales.
We continue to refine our client’s retention marketing strategies as we learn more about their customer and habits. We overhauled their outdated funnels that weren’t converting their newly acquired customers and developed a seamless, intentional and inviting system that nurtured customer’s journey and overall experience.
Kimberlee restructured/redesigned their emails to reflect their updated branding and provide a 360º experience from website to inbox, and even designed custom icons to communicate their loyalty program perks.
“Kimberlee is truly a gem! When she joined our team, our email flows were outdated, and our SMS campaigns were all over the place. She jumped right in, completely revamped everything, and brought new life to our marketing.
Her attention to detail and creative strategies have made a huge difference, and now our SMS campaigns are finally delivering results. Kimberlee has transformed the way we communicate with our customers, and I’m beyond grateful to have her as part of our team!”
— Kelly Raulerson, Co-Founder
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