Health & wellness brand leverages customer data to create engaging personalized experiences

How a health and wellness e-commerce store leverages cross-platform data to provide the ultimate personalized experience.

23%

Email Revenue

12%

Customer engagement

Company

Health and wellness e-commerce brand providing whole-food nutrition products informed by ancient health wisdom to provide today’s consumers with vital nutrients in a convenient, modern form.

Industry

Key Channels Used

A health and wellness e-commerce brand uses Cordial to deliver deeply personalized experiences to its consumers. Prior to Cordial, the company was stuck using three separate providers for its email program and was unable to access its own data to build effective strategies. Since switching to Cordial, the brand can leverage vast amounts of customer data to create relevant and engaging personalized experiences. As a result, they have improved customer engagement, increased revenue, and enhanced brand loyalty.

The problem

This brand is more than just an e-commerce store. It’s a publisher that has built a trusted brand on providing science-based, research-supported wellness education. Providing relevant content is an important part of the company’s mission, as it helps to keep its community informed and engaged.

The problem was, the company was using three different email platforms to communicate with their customers: a legacy provider for batch campaigns, a separate point solution for automated messages, and yet another platform for transactional communications. All of these platforms stored data independently and none of them communicated with one another. This created frustrating data silos for the team, hampering their ability to leverage customer data to build personalized communications. Worse still, none of their communications were connected, which created a disjointed and inconsistent customer experience.

It was clear the brand needed a single, powerful email service provider to build a centralized email program that could sustain the company’s continued growth. After an extensive review of candidates, they turned to Cordial.

The solution

Switching to Cordial enabled the brand to consolidate three messaging platforms into one, providing an immediate lift in engagement and revenue. Cordial also enabled them to connect all marketing communications and capitalize on their customer data. Up until this point, data was scattered across different systems and could not be used to build tailored customer experiences. By leveraging Cordial’s flexible data architecture, the team finally had full access to their real-time data, which they used to build a 360-degree view of each customer.

Armed with this wealth of new information, the team got straight to work personalizing their welcome campaign messages. This was a key touchpoint for the business because it not only provided educational information, it also introduced customers to their product catalog and promoted first purchase. The marketing team used Sculpt, Cordial’s drag-and-drop email builder, to create an email template that was fully customizable based on the user’s browsing history and preferences.

Success with personalized welcome series messaging

9%

Engagement

15%

Email revenue

"Cordial is the only platform we found that allows us to truly take advantage of all of our data. From our very first interaction with a user, we are able to send customized messages based on their interests. We can add real value to our users by offering related and useful information as well as products that could support them. And as their interests shift, our messages shift with them – automatically."

Senior Marketing Manager

Next, the team focused their efforts on triggered abandoned cart and back-in-stock campaigns, which were a key piece of their re-engagement strategy, bringing customers back to the site and promoting repeat purchases. The team used Podium, Cordial’s visual orchestration layer, to build sophisticated multi-step automations personalized with content, products, and promotions unique for each user. Within weeks the team was seeing significant increases in both return site visitors and overall message revenue.

The team also leveraged Podium Experiments to A/B test automation flows and optimize for not only opens and clicks, but purchases and revenue. The marketing team tests email subject lines and content placement for every email that goes out, and also tests the use of content versus creative images to ensure design resources are being used effectively.

Bolstered by the success of their welcome and re-engagement campaigns, the team began rebuilding their transactional communications. Messages like subscription and purchase confirmations now have the option to skip, reschedule, or edit the cart with just one click, improving the customer experience and streamlining business operations.

"We have only just scratched the surface of what is possible in terms of personalization with our data on Cordial and all the technology they provide. When a customer demonstrates to us that they have interest in a particular health issue or wellness niche, we have the ability to directly market to them the right solution at the time when it’s most needed."

Senior Marketing Manager

The results

Since switching to Cordial, the brand has seen substantial gains in engagement and revenue. Email revenue has increased by 23%, alongside a 12% increase in customer engagement.

Why they chose Cordial

A single platform for sales and content
Real-time personalization
Expanded capabilities
Data transparency
Experts at transitioning from a legacy platform

What’s next

Next on the agenda is the migration of all transactional messages into Cordial, as well as expanding into new channels such as SMS, browser notifications, and Facebook Messenger. The ultimate goal is to send every single customer communication through one platform, and they are confident Cordial is the partner to help make that a reality.

Cordial strives to deliver the highest level of service to our partner brands. Collecting, storing, and managing massive volumes of customer data for our clients—and leveraging that data to deliver individualized messaging at scale—is the bread-and-butter of the Cordial platform. The AWS cloud services architecture enables unmatched scalability, reliability, and availability of this data with high security and compliance standards. These architectural requirements are critical underpinnings to the Cordial platform’s capabilities utilized by clients like these.