The Brand
FreshCap Mushrooms is a brand that sells monthly subscriptions for mushroom extracts. It offers capsules and powdered extracts of beneficial fungi like Lion’s Mane, Cordyceps, Reishi, Chaga, Turkey Tail, etc.
It targets adults who wish to elevate their health with the powers of nature’s humble umbrella, seamlessly incorporating it into their daily routine.
The Challenge
We onboarded FreshCap in May 2024, through the digital brand platform Heyday.
The brand was looking for a solution to increase its number of subscriptions for mushroom extracts. Its customer retention was low and did not lead to many repeat buyers.
The brand had a huge subscriber base of over 41K but was not sending regular campaigns to them. It wanted a professional team to handle the email marketing campaigns for its subscribers.
The Solution
For FreshCap Mushrooms, we started working on both automations and campaigns simultaneously. The subscriptions were given priority in the email messaging to encourage more repeat buyers.
Automations
The RetainUp team created 5 core automations – welcome, browse abandonment, cart abandonment, incomplete checkout, and canceled subscriptions, in just 2 months. The benefits of subscriptions were highlighted in all automations, with the focus leaning more toward the savings they offered.
Campaigns
We strategized a monthly campaign calendar that covered the best-selling products from the brand. The tone was conversational and insightful, addressing the target audience’s pain point. The designs were created with a modern and vibrant feel. It was ensured that half of the campaigns sent each month had a specific section dedicated to the subscriptions.
Pop-Ups & SMS
To expand the subscriber list, we created welcome intent website pop-ups that clearly highlighted what the brand offered to the visitors – a solution and a discount.
With the growing list, we created SMS campaigns for the time-sensitive offers and encouraged the subscribers to take action.
The Results
In the first month for FreshCap Mushrooms, we delivered 514K emails, over 2X more than the previous month. It generated a revenue of $64.89K, out of which $15.35K was from campaigns, and $49.54K was from automations.
From the email campaigns, the AOV increased from $65.71 to $79.98, which is 21.72%higher. The average opens for campaigns were 13K per campaign, with average clicks almost double the past performance.
The automation click rate increased by 10.82% in just 30 days, reaching 4.20%. The overall unsubscribe rate was decreased by 12.96%.
Our team regularly optimized the subject lines for the automations to ensure high deliverability.