Case Category: Email

About FUL

FUL is the newest brand to hit the scene which aims to revolutionise consumer goods created with microalgae. Founders Sara, Christina and Julia discovered an amazing niche in the spirulina beverage market. 

FUL were generating amazing top funnel traffic from SEO. However, they needed help capturing leads and converting their subscriber lists into repeat customers. Their brand book was very specific, so it was important our design team were able to accurately continue the messaging and style throughout the email experience. 

Sign Up Forms

FUL’s sign up forms, before working with NUOPTIMA, were converting at 0.9%. Their designs were weak, unoptimised for mobile and desktop, and were generic across the whole website. In other words, the sign up forms were always showing the same offer, with the same copy. This ignores one of the biggest tenets of marketing, to show the right message, to the right consumer at the right time.

Growing an engaged list is incredibly important. It acts as a top funnel to all your email marketing and is highly correlated with revenue. 

Strategy 

We leveraged four different types of sign up forms which were largely segmented on the type of page the user landed on, either /blog/ or not /blog/ 

• 15% off first purchase with generic messaging
• 15% off first purchase with contextual messaging to landing page
• 15% off with exit intent
• Push to Product Page 

Most brands only have two to four pop ups live at a time, typical accounts that NUOPTIMA manage can have in excess of 20.

A/B Testing Blog Traffic Sign Ups

Our first step was to analyse FUL’s search traffic. It was clear they were driving huge amounts of traffic from the blog page which was very informational intent based. These customers were not ready to buy, they were in information gathering mode. So, instead of only presenting the top funnel visitors with a bottom funnel offer (15% off first purchase), we moved our messaging to match the expectations of the consumer. 

For example, we ran an A/B test to show that trying to capture an email off one of FUL’s best performing blog pages is a poor offer. Instead, by encouraging the user to visit the product page and move further down the funnel we’re more likely to generate revenue. 

You can see an example of a contextualized Push to Product Page pop up below. 

Automations & Flows

We set up 9 key Automations & Flows for FUL to ensure they sent the right message, to the right person, at the right time, at scale.

Name	Purpose
Welcome Series	Convert users who have given their email but not purchased
Browse Abandonment	Encourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Cart Abandonment	Encourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Checkout Abandonment	Encourage users who started checkout to now complete checkout
Instant Upsell	Ask a user who has just placed order to add an additional item to their order before delivery goes out
Replenishment	Encourage a user after 30 days to restock up on their previous order
Winback	Encourage a user who has not placed order for 60 days to now place an order
Sunset	To give users who have not engaged with your brand in 180 days to either stay on your email list or unsubscribe
VIP Flow	To gain brand affinity and loyalty with your most loyal customers by offering them a free gift

In this case study, we’ll show three examples of Automations & Flows. 

Pre Purchase: Welcome Series

The Welcome Series is the third highest generating flow for FUL. Every new subscriber that has yet to place an order, goes through this sequence of 5 key emails. Because of how high this flow is in the funnel, it is also the one that has the most recipients passing through and therefore we collect the most amount of data. 

The purpose of a Welcome Series is to introduce a potential customer to your brand. It’s a chance to display your brand values, distinguish yourself from the competition by highlighting your key features and benefits, and to overcome any shopping objections. 

Video Walkthrough

Welcome Series Email Gallery 

Click on each image to see the complete email design

Pre Purchase: Checkout Abandonment

On average for ecommerce stores, over 50% of checkouts are abandoned. This was even higher for FUL due to high shipping costs that were presented later in the funnel to the consumer. To alleviate this we first introduced shipping information on the product pages, higher in the funnel. Secondly, we recovered just over 10% more carts by simply sending a timely 3 email flow.

This pre-purchase flow works so well because of the evocative imagery and the eventual discount which converts any last minute objection buyers. 

Checkout Abandonment Email Gallery

Click on each image to see the complete email design

Post Purchase: VIP Series

15% of FUL’s most loyal subscribers have a lifetime value that is 2x their normal customers and drive 50% of the brands revenue. After analysing these metrics we created a custom VIP flow to develop FUL’s relationship further with these customers through a free apparel gift. The goal is to further increase the lifetime value of these customers 

VIP Series Email Gallery 

Click on each image to see the complete email design

Campaigns 

Campaigns for FUL are used to either align with holiday events, increase brand affinity or promote special offers. All three allowed us to generate huge revenues for FUL through their subscribed list. We’ve also used campaigns for FUL to understand customer pricing sensitivity and collect more data on consumers to further inform brand development. 

Segmentation

We’ve created over 30+ segments for FUL to ensure our campaigns were personalised and sent to the right recipients. By doing this we decreased unsubscribe rates and increased conversion rates. 

Our general segmentation for generic newsletter sends range from 

• Newsletter Subscriber
• Engaged in Last 180 Days
• Engaged in Last 120 Days
• Engaged in Last 90 Days

This allows us to bring in subscribers that stopped opening our emails without spamming their inboxes. 

Irresistible Offer Campaign

We ran an irresistible offer campaign for FUL to convert non purchasers to first time purchasers. We had hypotheses around why a subscriber was not converting, the main one being the price of the product. Usually we try to avoid discounting, but given the pricing of FUL versus competitors, pricing sensitivity was an important lever to test. 

We were able to convert 20+ new customers with an introductory offer with specific email targeting. 

Blog Post Campaign

Not all campaigns should be discount led. A large amount of FUL’s subscribers originate from SEO traffic, hence we decided to run blog email campaigns.

Blog email campaigns are extremely simple, they involve piquing curiosity and sending the consumer back to educational messaging. 

Inside the blog pages we had crafted natural contextual call to actions to encourage a purchase post click, which resulted in $568 of revenue, without pushing the sale. 

Blog Post Campaign Email Gallery

Click on each image to see the complete email design

Team

FUL Team

About Alphagreen

Alphagreen is an e-commerce that is the result of a love for health and wellbeing merged with a passion for technology and innovation. Founders Alexej and Viktor realised there was a gap in the market for trustworthy and effective CBD products that go beyond oil and vapes and there the seed for Alphagreen was planted.

One of the challenges within the CBD market is, as a relatively new product to the market the audience needs to be educated and guided to find what is right for them. So qualifying and segmenting their email database was key to sending the right message at the right time. And testing would be paramount.

Full-Funnel Flow Success

We knew that one of the keys to success for Alphagreen would be implementing flows to support their shoppers throughout the entire funnel, demonstrating their authority in the space through content. Most ecommerce businesses using email marketing will have your classic flows: Welcome Series, Abandoned Cart, and Order Thank You. These are a great place to start, but as you begin to understand and gather more information there are a few others that we found can dramatically increase the success of your email marketing.   

Strategy

To ensure we empowered Alphagreen’s subscribers and customers every step of the way we created multiple flows for pre-purchase and post-purchase along with monthly segmented sales campaigns.

• Pre-purchase flows: Welcome Series, Starter Quiz, Abandoned Browse, Abandoned Cart, Abandoned Checkout
• Post-purchase: Thank you Instant Upsell, Product Specific How To, Replenishment, Customer Winback
• Monthly segmented sales emails to highly engaged lists

Pre Purchase
Welcome Series	Convert users who have given their email but not purchased
Starter Quiz	Convert users who have taken a product recommendation quiz but have not purchased
Abandoned Browse	Encourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Abandoned Cart	Encourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Abandoned Checkout	Encourage users who started checkout to now complete checkout

Post Purchase
Instant Upsell	Ask a user who has just placed order to add an additional item to their order before delivery goes out
Thank You	Thank the customer and after an amount of time ask for a review.
Product Specific How To	Educate a user on how to have the best results on a product and continue to reorder

Retention
Replenishment	Encourage a user after 30 days to restock up on their previous order.
Customer Winback	Encourage a user who has not placed an order for 60 days to now place an order.
Sunset	To give users who have not engaged with your brand in 180 days to either stay on your email list or unsubscribe.

Implementing five new flows that focused heavily on sales we did not want to oversaturate their audience with promotions and lessen the value of their products. Throwing sales at the shoppers was not the right answer. So we incorporated discounts that were timed, to build a sense of urgency, and would be offered in email two. By keeping the first email in these flows more product education and social proof oriented, we gave the shopper the chance to have their questions—or doubts—answered.  

Pre Purchase Flows

The Pre Purchase flows focused on the top and middle of the funnel. We first optimised Alphagreen’s preexisting flows to incorporate new brand aesthetic and messaging. Then implemented in the new Abandoned Browse and Checkout with streamlined design. 

• Welcome Series & Starter Quiz Series
• Abandoned Browse: 10% Off for 24 hours
• Abandoned Cart: 10% Off for 24 hours
• Abandoned Checkout: 15% Off for 24 hours

The Welcome Series is a staple for any company investing in email marketing, this is the first touchpoint for many shoppers who are looking to learn more (or get a nice discount). At this point they are in the Awareness stage. Here we wanted to focus on educating and building trust with the audience. We get into more detail on the performance further in the case study.

Then as they move into the consideration phase of the funnel we send them into the varying Abandoned flows. Being sure to cover all the differing abandon scenarios we had an average of 50.5% Open Rate across the three abandoned shopping flows, with a 2.6% conversion. 

Video Walkthrough

Abandonment Email Gallery 

Post Purchase Flows

Getting shoppers to make a purchase is just a piece of the puzzle. Alphagreen struggles, as many marketplaces do, with retaining customers who once finding a product they like will likely head straight to the source. 

We decided to entice shoppers right away to make another purchase with 25% off when they first ordered. This resulted in a 70% Open Rate with a 1.8% reorder rate within 24 hours of purchasing. 

The Post Purchase Email Flows:

• Instant Upsell [Email and SMS]
• Customer Thank You
• Replenishment 
• Winback

Sales Campaigns 

With 2000+ products across Alphagreen’s catalogue segmentation is necessary for successful brand or product sales. Nuoptima created 5+ segments per customer pain point, based on previous brand or product purchases. These were used to test differing offers from money off to free gifting to help inform future sale period sales such as Black Friday.     

Sales Campaigns Email Gallery 

Segmentation

In order to increase conversion on Alphagreen’s Sales emails we created 20+ segments around buying behaviour, shopping behaviour, and engagement. This was able to pinpoint the right message and offer to the right customer. 

Some of the higher converting segments were:

• Engaged last 120 days
• Purchased Specific Brand 
• Window Shoppers
• VIP Customers

Segmented 2-Step Signup & Welcome Series 

Alphagreen had already deployed signup forms in English promoting their welcome series discount of 10% off which had a 5.6% order rate across two generalised emails. In order to increase this, Nuoptima knew that this audience needed guidance and we would need to understand why shoppers were there, to ultimately send the right message and products.   

Strategy

We created localised signup forms optimised for mobile and desktop with a multiple choice question to better segment our database. Then these subscribers would 

• Self-segmentation with “Why are you shopping?” question
• Sign-up forms in the local language for English, Spanish, French, Italian, German, and Japanese
• 10% Off welcome discount offer 
• Welcome Series segmented by shopping type 

Localised Sign-up Forms

In a new category shoppers need to feel reinforced throughout the entire process. By translating and serving shoppers with messaging in their native language it helps to increase form conversion across different markets.

With new signup forms deployed we saw an average list size increase of 6% month over month. Prior Alphagreen was seeing around 2-3% increase month on month.

Welcome Series by Product Category

In order to engage subscribers past email one we used the 2-step questionnaire on the new sign-up forms to segment and customise emails by why they were shopping. In Alphagreen’s original general Welcome Series they were seeing conversion on email one but losing engagement and conversion as subscribers continued through the flow. 

Using this shopper segmentation we created a five email flow, three of which were unique to that subscribers pain point. We wanted every email to feel personal and reinforce to the reader that we are here to support them, opting to have all the emails send from Rob at Alphagreen, their Head of XX, to build a personal connection. We also redesigned their emails, elevating and matching the experience they were getting on the website. 

Video Walkthrough

Abandonment Email Gallery 

Team

About Yawns

Yawns exists to improve your health and wellbeing. We spend more time sleeping than any other activity, which is why it is their first and foremost focus. The Yawns team are believers in the power of good rest, balance and real organic ingredients. Nature offers us powerful tools to sleep well, perform better and achieve anything we set our minds to. With a dash of science, they have composed the perfect range of supplements to help you sleep better and unleash your potential.

Launch Subscriber List Growth 

Nuoptima was brought in to help launch Yawns as a new brand in the supplement space, one of the more competitive niches. One of the key pieces to launching Yawns was creating a successful and scalable acquisition plan.

The Strategy

In order to push signups across all aspects of the shoppers journey we implemented three different acquisition methods. This ensures that any shoppers that show even the slightest interest will receive a message reminding them of all the great deals they can get by simply signing up. The forms we created are as follows:   

• 2-step signup forms with 10% Welcome Discount
• Product quiz
• Exit-intent pop-up 

The main signup form on Yawn’s site starts with your standard welcome offer—10% off—with the second step offering additional discounts when you submit a phone number for SMS marketing. SMS proved to be relatively successful for Yawns where we typically see varying success for many brands. Subscribers who entered their phone number received a mixture of email and SMS messages across a 2 week period, this diversification of channels yielded a 5% conversion across SMS.

Creating these signup forms we knew that driving traffic with actual intent to buy—even if it was down the road—would be key to driving returning revenue. 

Sign up Form Gallery

Welcome Series Video Walkthrough

Post-Purchase Messaging to build an engaged community

For Yawns, Nuoptima implemented 8 total email flows, five pre-purchase and four post-purchase.   

Welcome Series	Convert users who have given their email but not purchased
Welcome Quiz	Convert users who have taken a product recommendation quiz but have not purchased
Abandoned Browse	Encourage users who browsed the product page, but didn’t add to cart, to revisit the product page and complete checkout
Abandoned Cart	Encourage users who added to cart, but didn’t complete checkout to visit and complete checkout
Abandoned Checkout	Encourage users who started checkout to now complete checkout
Instant Upsell	Ask a user who has just placed order to add an additional item to their order before delivery goes out
User Generated Content	Encourage a user after order fulfillment to share content around the product for varying levels of discount.
Replenishment Product 1	Encourage a user after 30 days to restock up on their previous order.
Replenishment Product 2	Encourage a user after 30 days to restock up on their previous order.

The User Generated Content Flow

Yawns is a very social first brand with a focus on user generated content (UGC), what better way to collect content like this than by asking customers. We created sleek designs showcasing past UGC content with a scaffolded monetary offer for anyone who submitted a photo or video. Customers could submit a photo, video, or review for differing discount amounts. This flow saw a 61% open rate with an 10% response rate. This content was able to support Yawn’s social feed and also be of use across future email campaigns to show much needed social proof. 

User Generated Flow Email Gallery 

The Instant Upsell

Unlike some of the other Instant Upsell flows that Nuoptima has implemented for brands, these emails are to cross-sell a specific product. Yawns offers supplements for Day and Night which makes it simple to craft messaging pushing their complimentary products. For customers purchasing one without the other they received a segmented email offering a discount on the other item. For those who had decided to bundle the products and save they received a general offer for their next order

With discounts for their second product of up to 30% off we were able to hit on average a 7.68% conversion on these emails with a 55% open rate. 

• Image Gallery Yawns Post Purchase Emails:

Post Purchase Flow Email Gallery 

Bundle, subscriber and save 

As supplements are a daily product that build in your system, for the best results users should take them regularly. Knowing this we recommended Yawns to create bundles and a subscription option for shoppers.

Team