The Client: HAOMA Earth
Taking cues from luxury aesthetics and customer desires for a transparent ingredient list, Haoma Earth launched its gender-neutral, natural anti-aging skincare line with a small and mighty woman-led team in 2018.
The Need
In the early launch stage, the team wanted to activate their email program but the agency that was supporting them was not taking them far. They acknowledged the potential for month-over-month list growth and wanted an engagement that would help them grow, automate, and optimize their email channel.
The Opportunity
The first assumption I made was that their pop-up offer could be improved. I ran an A/B test on a 10% off vs. $10 off offer to see which one provided a higher conversion rate. Knowing that the welcome email, regardless of industry or day of the week, will always be the biggest email producer, I optimized this important automated email flow for the brand.
The Result
Within the first 30 days, the $10 offer increased the average weekly sign up rate by 50%. After realizing this quick win, I supported the team in a more comprehensive manner helping the designer optimize layout for conversion, audience segmentation to allow for more tailored content and calls to action, and monthly data reporting that highlighted winning business strategies such as promoting a free gift with purchase.
