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“Since working with this vendor our volume of emails and our email-based revenue has increased. We’ve established consistency in our messaging and improved the rate at which we execute on campaigns.
Their ability to quickly turn around coding projects and simple email designs has been a big plus. As compared with other vendors, we appreciate them working with us on multiple changes and email variations without nickel and diming us on those variants or putting a max number of changes as a restriction on any campaign they’ve completed for us.”
VitaMedica is manufacturer and distributor of nutritional supplements, VitaMedica partnered with InboxArmy to improve its email messaging program in its quest to build its ecommerce retail business.
Today, VitaMedica reports that its association with InboxArmy has delivered these improvements:
- Higher Revenue From Email
- More Consistent Messaging Across Channels
- Increased Email Volume
- Increased Efficiency in Campaign Execution
Background
Founded in 1997 by a physician, VitaMedica formulates, manufactures, and distributes high-quality nutritional supplements to aid in surgery and recovery, skin health and beauty, weight management and general health and wellness.
VitaMedica operated as a supplier to wholesale markets before opening a direct-to-consumer ecommerce operation in 2012. By 2015, the company had begun to put more time and money into growing its fledgling ecommerce operation and needed help from a digital marketing agency that specializes in email marketing.
After reviewing 70 Digital Agencies, many of which either required monthly minimum spending requirements or had no specific expertise in email coding, design and strategy, VitaMedica recruited InboxArmy in 2018 to work in three specific areas:
Develop a consistent set of brand standards to be used in all email messaging.
Refresh existing branding and establish standards for email template features such as headers and footers.
Create email messages for both automated email journey messages (welcome, abandoned cart, order replenishment, etc.) and general promotional campaigns.
How Vitamedica and InboxArmy Work Together
VitaMedica’s marketing team finds collaboration and communication easy to maintain across multiple time zones. The teams stay in touch via phone, email and Slack, which leads to rapid response times, a “must” at any time but especially when a project is on deadline.
The marketing team can easily view, comment and edit projects by using InboxArmy’s cloud-based project-viewing platform, and team members complimented the designers and coders on their receptivity to feedback and their on-time rates.
Creativity Unleashed: Examples of Automated and Promotional Campaigns
InboxArmy created templates for email messages that are essential for a successful ecommerce business today. Several messages follow a customer’s journey with the brand and include important touch points such as an abandoned-cart email and a replenishment reminder. Others are promotional campaigns, many of which highlight VitaMedica’s special programs or benefits. See a gallery of selected examples below.
Welcome/onboarding Series
InboxArmy collaborated with VitaMedica’s team to create a series of three welcome emails that go out at staggered times after opt-in. The three emails together welcome new subscribers, remind them about the benefits of buying from VitaMedica and nudge them toward buying, either for the first time or as a follow-up.
Abandoned-cart Email
With roughly 7 in 10 shopping carts abandoned, ecommerce retailers can use email reminders to bring shoppers back to finish checking out and pay for their purchases.
InboxArmy created an abandoned-cart email journey for VitaMedica that launches shortly after a shopper abandons a cart and sends three emails over two days, as you can see from the flow below, from VitaMedica’s email service provider, Klaviyo.
Note:
The flow also presents the aggregate performance metrics for each, which beat industry benchmarks for abandonment emails.
These are the Emails in the Cart-abandonment
Order Replenishment
InboxArmy created an email that helps VitaMedica reach out to customers who are getting close to running out of a supplement. An automated replenishment reminder makes it easy for customers to reorder their supplements quickly.
This email stands out because it uses dynamic content to populate the email with the customer’s order. Each customer gets a unique message with the products they care most about, which makes this order replenishment a valued reminder.
Here’s the Order-replenishment Flow From Klaviyo:
This is the email template showing the coding for the dynamic content module in the order-replenishment template.
Sent:
28 days after order
Subject line:
Don’t run out! Re-order your favorite products today!
And What Follows Are Three Versions of the Replenishment Email,
Each Customized to the Most Recent Purchase:
Subscribe & Save
This email promotes VitaMedica’s automated replenishment program, which eliminates the need to continually re-order supplements and reduces the chance that a customer will either run out or have to pay extra for rush shipping to avoid a gap in consumption.
InboxArmy created this campaign email to highlight the benefits, one of several VitaMedica has sent to all subscribers.
Post-surgery Recovery Campaign
Many VitaMedica nutritional supplements support and promote patient recovery after surgery. Below is an example of how VitaMedica combines health information with a promotional message:
Subject line:
Getting a little something done this season? Get back on your feet faster!
Email Creativity: Adding Animation
VitaMedica also called on InboxArmy’s development and design teams to come up with eye-catching promotional emails that heightened interest while maintaining brand standards. Animation that advanced the message was one way InboxArmy rose to the challenge.
The Spin to Win promotion below is a popular email and was part of a unique five-day promotion sent over the Memorial Day weekend.
The email series adopted a new set of brand colors (orange and yellow instead of the regular blue and green), which told the subscriber something special was happening.
As soon as the promotion ended, on Memorial Day, the emails went back to the brand-standard colors.
Email Creativity: Adding Interest to Promotional Messages
The next two emails in this gallery demonstrate how InboxArmy uses animation to add visual interest to general promotional email without overwhelming the important content.
Watch how the animations actually highlight key information in the messages, such as the 22% discount in the first email and the increased promotional rate and the product recommendations in the second email.
“Since working with this vendor our volume of emails and our email-based revenue has increased. We’ve established consistency in our messaging and improved the rate at which we execute on campaigns.
Their ability to quickly turn around coding projects and simple email designs has been a big plus. As compared with other vendors, we appreciate them working with us on multiple changes and email variations without nickel and diming us on those variants or putting a max number of changes as a restriction on any campaign they’ve completed for us.”
