Organifi, a leading health and wellness superfoods brand, is dedicated to creating products that deliver real results while making a healthy lifestyle enjoyable and delicious.
Their email and SMS marketing campaigns were performing well—until they weren’t.
In May 2022, Organifi teamed up with Chronos Agency to revitalize its email and SMS marketing strategy.
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The Challenge: A Major Deliverability Crisis
When we started working on Organifi’s account in May 2022, the brand was facing severe deliverability issues that had drastically impacted sales. The situation had escalated to the point where the company had to downsize its workforce.
Organifi was using three different email platforms—Listrak, Wunderkind, and Klaviyo—each for different use cases in an attempt to resolve their deliverability challenges. However, this fragmented approach only exacerbated the problem.
Key Findings: Identifying The Core Issues
Our initial assessment revealed that running email marketing across three separate platforms was a major contributor to their challenges. Splitting email efforts like this is highly discouraged because:
Data Fragmentation: With no centralized system, customer insights couldn’t be shared across platforms, making it impossible to create a cohesive strategy.
Inconsistent Customer Experience: Customers could receive emails from different platforms simultaneously, increasing the risk of spam complaints and harming domain reputation.
Lack of Strategy & Segmentation: There was no standardized email strategy in place, and segmentation was practically nonexistent. Emails were being sent indiscriminately, with no exclusions to ensure relevance.
Solution: A Unified Email & SMS Strategy
To turn things around, we needed to:
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Consolidate email marketing into a single platform to streamline operations, maintain a seamless customer journey, and eliminate redundancy.
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Implement a comprehensive email automation strategy with well-structured flows that complement each other.
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Rebuild deliverability reputation through a structured warm-up process and precise segmentation to maintain email health.
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The Strategy: A Hollistic Approach To Email Optimization
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Building Core Flows for Consistent Engagement
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Implementing essential automations: pop-up opt-ins, new customer acquisition, cart recovery, browse recovery, and post-purchase flows.
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These high-performing flows drive engagement and contribute to improving domain reputation.
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Centralizing these automations within a single platform ensures a seamless, non-intrusive customer experience.
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Win-Back and List Hygiene Efforts
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Introducing a win-back flow to re-engage lapsed customers in their replenishment cycle.
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Cleaning the list by removing long-term inactive subscribers to avoid sending to disengaged recipients.
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Deliverability Recovery Through Strategic Warm-Up
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Gradually reintroducing email campaigns with controlled volume to rebuild domain reputation.
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Implementing strict exclusions based on customer journey stages to prevent over-emailing and potential spam complaints.
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Targeted Campaigns & Retargeting for Higher Conversions
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Deploying specialized promotions for different customer segments, especially during key e-commerce events.
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Running retargeting campaigns to maximize conversions by reaching out to non-openers and non-buyers.
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Encouraging engagement to increase the brand’s overall sendable volume.
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RESULTS
235%
increase in email revenue in 6 months
75%
boost in email conversions
30%
reduction in unsubscribe rate
235%
increase in email revenue in 6 months
75%
boost in email conversions
30%
reduction in unsubscribe rate
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Next Steps: Scaling Beyond The Basics
Once the foundational strategies were in place and campaigns gained traction, we focused on further optimization.
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Expanding into SMS Marketing
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Developed a strategic SMS program to complement email flows and campaigns.
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Positioned SMS as a new revenue stream while ensuring a cohesive omnichannel experience.
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Identified additional touchpoints in the customer journey for targeted engagement.
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Enhancing Content Planning
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Introduced structured monthly content plans tailored to different customer behaviors.
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Leveraged Organifi’s high potential for repeat purchases and bulk orders to drive higher CLV and AOV.
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Content Planning & Segmentation:
Hyper-personalized Strategies
Segmentation played a crucial role in refining the brand’s messaging. Key customer groups included:
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VIPs: High-value customers who frequently repurchase, SMS subscribers, and top-tier loyalty members.
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Prospects: Users with no purchase history who needed a stronger incentive to convert.
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New Buyers: Customers who made a purchase but hadn’t subscribed to auto-ship.
Each segment received tailored content and promotions, such as:
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New Subscribers: Free shipping + 10% off the first three shipments to encourage auto-ship sign-ups.
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Prospects: A free gift with their first purchase to incentivize conversions.
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VIPs: Double loyalty points for purchases made on specific high-traffic days.
By implementing these targeted strategies, Organifi successfully strengthened its retention efforts and continued scaling its revenue streams.
Advanced Email Flows:
Maximizing Engagement & Retention
Loyalty Flows
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Implemented tier-based automations to engage loyalty members.
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Encouraged point redemption with timely reminders and exclusive offers.
Cross-Sell Flows
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Introduced relevant product recommendations based on past purchases.
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Promoted best-selling items frequently bought together to boost AOV.