The Honest Company Winback Email Campaign
The Honest Company challenged our team to develop and deploy an email campaign strategy designed to reactivate an email list of inactive users (users who have not engaged with an email for 120-180 days). This was an important to-do for the brand, because if these customers remained inactive, they would be blacklisted (permanently “unmailable” status). Given the immeasurable value of subscribers on an email list, our goal was to get this specific group to open an email. Through a robust deployment strategy and enticing copy, we reactivated nearly 3,000 subscribers! However, saving them from the blacklist was just one win of many—full details in “results” section below!
Creation and activation: 2017
Example emails from campaign run:
Test A
Subject Line: Your ⭐FREE⭐ Bundle: Add these to it!
Preview Text: Raved-over products to add to your Bundle.
Test B
Subject Line: Do you hear that?
Preview Text: FREE Essentials Bundle calling your name.
Test A
Subject Line: STILL!?
Preview Text: Your free Bundle is still waiting to ship.
Test B
Subject Line: Account Reminder: 1 Free Essentials Bundle
Preview Text: Say the word and we’ll ship it!
Test A
Subject Line: Hi! 👋🏻 Pick any product from THIS list…
Preview Text: To get the clean-essentials party started!
Test B
Subject Line: So, the last time you shopped with us…
Preview Text: It was too long ago! Let’s change that.
Test A
Subject Line: Trust us, this deal is 😍😍!
Preview Text: FIVE products for $25! Shop now!
Test B
Subject Line: CONGRATS! You get 5 for $25!
Preview Text: Which trusted products are you taking home?
Results (all in a single run!):
2.7K users reactivated
345 new subscriptions generated for new bundle promotion
1.8K total orders placed
$70K earned in total revenue
Drove 3x ROI for The Honest Company
Note & summary: The client ran similar tests a few months prior with less than a 4% open rate and almost 0 purchases. Our open rate was 3x higher than the last test, returning nearly 100,000 contacts into their active database. We drove more than 1,800 purchases with 445 being new memberships (their stick rate averages 7 months so this was very valuable). This was about a 340% ROI!
Involvement:
Developed all copy throughout the email campaign, specifically
A/B subject lines/preview texts for each email flow
In-email content (when not provided by client)