Solutions & Results
Revamping of campaigns and flows
BariatricPal did not have an in-house designer. As a result, the Essence of Email team was responsible for creating enticing graphics to accompany the campaigns.
“When Essence of Email started designing for us, the designer was being really “safe” in his designs. But once we encouraged him to be fun and creative, the graphics became something our customers look forward to seeing”
Veronica Hernandez, Digital Marketing Director at BariatricPal.
Little did they know that design was going to play an extremely important role in BariatricPal’s strategy.
Essence of Email created a Labor Day campaign that became one of BariatricPal’s favorites – and the campaign’s success did not stop there. Thanks to the fun design and specific resend segmentation, the campaign turned out to be one of the best performers. Segmented into four emails, the campaign was sent to a group of more than 240,000 people. It resulted in approximately 429 placed orders and over $38,132 of revenue for BariatricPal. The successful result of the campaign is also apparent from the low churn rate – just 0.2% in comparison to the usual 0.5%.
A great takeaway from BariatricPal’s Labor Day campaign: never underestimate the power of reminder emails in your sending strategy. In this campaign’s case, one of the reminder emails brought $12,376 alone, which accounts for almost a third of the total campaign revenue.
Fine-tuning and flow A/B testing
In addition to email design, BariatricPal pays special attention to automated emails, as they have proven to be key revenue drivers for the brand. Essence of Email organized a flow overhaul and updated the emails to be more attractive, clear, concise, and up-to-date with changes in the industry. Taking BariatricPal’s directions for discounts and sales items into account, the Essence of Email team created fresh and exciting graphics to complement their specials. This took the burden of coming up with campaign and flow ideas off the BariatricPal team.
However, there were obstacles along the way. In January 2020, both teams were faced with a new challenge, when one of BariatricPal’s competitors copied their email template. The Essence of Email team updated the existing template and enhanced it in record time. With a quick approval by BariatricPal, all of the new templates for flow emails were up and running in less than a week. A fast and successful turnaround!
”Imitation is the sincerest form of flattery! It was a challenge to rework the entire template on such short notice, but with a team of skilled experts we managed to make the template even better than what we first set out to achieve.’‘
Milos Rakic, Quality Assurance Lead at Essence of Email.