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Here’s an email marketing agency case study for a brand we work with called CookUnity.
In a very crowded and highly competitive vertical, CookUnity needed a way to stand out from other brands. With frequent discounts offered up by their competitors, their customers were finding reasons to try other brands out.
Efforts to win-back customers had flattened, and we needed a way to bring customers back in a meaningful way that allowed us to solidify our value proposition, renewed brand affinity, and lock in a core experience that allowed positive sentiment to flourish.
By leaning on the foundation that the psychology of habit creates, Structured sought out a way to bolster retention with creative testing of discount and incentive thresholds. Rather than heavily discounting in the immediate term, CookUnity spread the savings over a longer period of time, locking customers into a situation where they had to fully commit to the experience that their service provided. Rather than attempting to win-back customers, we made an effort to resurrect them from the depths with a more aggressive proposition.
$40 off each of the first 4 weeks, totaling 160 dollars in potential savings. Initial Results have us destroying conversion rates, the verdict is still out on long term retention impact.
– Resurrection Total in December – 17
– Resurrection Total in January – 253
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