Auri Nutrition sells mushroom gummies designed for better wellness. They have multiple types of gummies available for focus, immunity, overall health, etc. which use a mixture of 12 different superfood mushrooms backed by science.
Not many brands are willing to switch up their marketing strategy and hire a new agency mid-year. However, Auri Nutrition knew they were missing out on valuable opportunities and didn’t waste a minute. They were SEVERELY underutilizing email campaigns, which, when used correctly, give brands an invaluable opportunity to regularly target buyers, new customers, and audience members who want to be a part of their community. Here’s how we made this good brand go BAD.
When it’s time for BAD to step in and help take a brand’s email marketing to the next level, there are a couple of key strategies we implement. Of course, we can’t give all our secrets away, you’ll have to take us to dinner first… But we begin by creating a core list of core campaigns that can be sent and tested for engagement and results. These include monthly newsletters, interactive campaigns, FAQs and educational campaigns to give customers further insight into the brand and what makes it their best choice.
The most popular type of email campaign for basic b*tches. Yes, they work and they should be in your strategy. However, there should be a reasonable cadence between product highlights, and the message behind product highlights should be creative and enjoyable for the audience. During this phase, we also focused on hype campaigns for new product launches and sales, as well as back in stock emails. Hype campaigns get your audience “hyped” about new product launches, upcoming offers, and important updates. You can be vague or direct with hype campaigns, the most important thing is letting people know something big is coming so they can get excited and mentally prepare to place their order. Back in stock campaigns are exactly what they sound like. These can go to a large group of people, or a specific list of buyers, but are a simple and effective way to increase email revenue.
Placed Order Value
Open Rate
Click Rate
Segmentation is one of the hot topics of email marketing and certainly one of the most important parts of a winning email campaign strategy. But what does it mean?? Segmentation, put simply, is making sure the right message is sent to the right people based on where they are in their customer journey. This means different messages are sent to buyers vs non-buyers, newly added profiles will get different messages to those who have been on the list for a while, and people will get messages based off their recent interactions with the website (abandoned checkout, added to cart, etc.). By utilizing more custom segmentation than what was previously used for this brand, we were able to increase the lifetime subscription average by 72.7%, and reactivated subscriptions by 134.7%.
The CTA(s) in an email are also one of the most important elements for increasing revenue. Every brand should A/B test CTAs often to clearly define what works best for the target audience. Tests and elements to keep in mind are:
Language - e.g. Shop Now vs Learn More, Shop Sleep Gummies vs Save Your Sleep, etc.
Color- Think of brand colors and try to stick to the same 1-2 CTA colors for 99% of your email campaigns. This trains people to know what is and isn’t a button (it’s sometimes harder than you think in the shoes of the user).
Size - For brands with older audiences, this is especially important to think about. For all age groups though, it can be a defining reason people are more likely to click, taking them one step closer to making a purchase.
Placement - There should always be at least 1 CTA button in every email campaign if it’s image-based. If it’s all copy, there should be at least one clearly marked line of linked text. For image-based emails, 2-3 CTAs typically perform best because they provide more click opportunities as someone scrolls through the email.
Average Click Rate
Placed Order Rate
Every good marketer knows A/B testing can help you find better tactics for reaching the target audience. But every BAD marketer knows A/B testing is NECESSARY if you want to grow revenue fast. Some people look at testing as losing money, because one campaign will perform worse. However, you can (and should) look at it from the flip side. Every time you test you INCREASE revenue with the winning strategy and can use that knowledge to make more money in the long run. We tested every element you can think of in campaigns, pop-ups, and flows. When it comes to campaigns, we conducted that research in ten or more campaigns to ensure we had enough data to make a statically accurate decision on the winner.
Placed Order Value
Total Recipients
Placed Order Value
Total Recipients
