Case Study
50% of Monthly Subscriptions via Email How email drove an impressive 50% of this brand’s monthly subscriptions!
Subscriptions Driven by Email
From 10.18% to Over 50%
New Email Subs Became Buyers
Challenge
Not Enough Monthly Subscriptions
Organic mushroom coffee is an upcoming industry that offers the stimulus of regular coffee combined with the numerous health benefits of mushrooms. RYZE Superfoods is one of the top brands of the industry, despite having only launched in 2020.
3 months after working with Zoronto, RYZE went from 0 to 6 figures through our smart email marketing strategy. However, the signpost shifted swiftly. After month 3, their main goal was to drive monthly product subscriptions instead of one-off purchases.
Our agency happily accepted the challenge!
Solution
Smart Customer Journey
We knew that most people in the RYZE email community were not ready to commit to a paid monthly subscription. It makes sense: the industry is fairly new, there’s a healthy dose of skepticism, and the competition is fierce! That’s why understanding the customer journey of this specific brand was key.
“After 3 months of working with RYZE, we analyzed tons of data to understand their customer behavior. We then mapped out a corresponding customer journey to make recurring purchases easy.”
Strategy
Four tactics to drive subscriptions
Audience Segmentation
Based on our previous campaign data, we created behavior-based segments of the RYZE audience. Specifically, we focused on one-off buyers that could become repeat customers.
Klaviyo’s ‘Expected to Order’ Feature
Before sending any segment-based campaign, we utilized the secret ‘Expected to Order’ feature of Klaviyo. Their algorithm predicts which part of the audience is more likely to buy soon, including both buyers and non-buyers.
Such campaigns yielded up to 5% conversion rate, way above the industry standard!
‘Subscribe Now’ Emails
Each month, we targeted the one-off buyers of the previous month, who could be satisfied with the product and interested in buying monthly at a discounted price. These personalized campaigns brought in great returns.
A Weird Discovery
RYZE is a beverage, but we found out that there’s a sizable segment of their audience that uses their mushroom coffee as a cooking ingredient! We started sending more recipe-based emails.
At the end of the email, we invited those who cook with RYZE to answer a 1-question survey and unlock a surprise: a personal discount code for another bag or monthly subscription. People took up on the offer like crazy!
Results
Subscriptions driven by email jumped 5x in under 3 months
% of Subscriptions Driven by Email
From New Email Subs to Buyers
Impact
Consistent recurring revenue for RYZE
In the beginning of October, only 10% of the total product subscriptions came from email. Mid December — in less than 3 months — that number had jumped to over 50%!
With 21% of new subscribers turning into buyers, Zoronto helped RYZE generate consistent recurring revenue. This allowed this promising mushroom coffee brand to focus on what they’re best at: growing their business and changing people’s lives!
You Could Be Next
Ready to unlock similar results for your brand?
Book a fit call and we’ll quickly determine whether you’re a match for a focused subscription retention strategy built around your goals.