The list was there, but the strategy was not.
Lifecycle marketing and email copy for a wellness brand sitting on an audience it was not converting.
Client: Confidential
Year: 2024, 2025, and Ongoing
Services
- Lifecycle and Retention
- Content Writing
Results
150%
Increase in conversions
40%
Improvement in email click-through rates
Full Rebuild
Segmentation, automation, templates and sequences
What happened
A North American wellness brand with a strong B2B operation and a B2C side that was not converting. Sales were flat. The email channel had an audience it was failing to reach effectively.
The email programme was the clearest opportunity. The list was there. The send frequency was there. What was not there was strategy, segmentation, or a content approach that gave different audiences a reason to engage differently.
We started with an audit of everything the brand had sent over the preceding period. Open rates, click-through rates, conversion rates, and unsubscribe patterns all told a consistent story. The content was not wrong. It was undifferentiated.
The list was segmented into distinct customer groups based on purchase frequency and recency. Templates were redesigned to be visually consistent with the brand and optimized for the mobile environments where most of the audience was reading. Every email was rewritten to speak to its segment specifically, subject lines were tested systematically, and automated sequences were built for first-time customers, regular purchasers, and lapsed audiences, each with copy built around their specific relationship with the brand.
Conversions increased 150%. Click-through rates improved 40%.