Leading health retailer sees 31 percent lift in revenue per email with dynamic ‘Mystery Sale’

Global B2C marketing automation company, Selligent Marketing Cloud, shared the results of a successful digital marketing campaign by client Vitacost.com, Inc., a leading online retailer of health and wellness products. Leveraging kinetic email, Vitacost.com drove revenue per email (RPE) up 31 percent, while simultaneously boosting customer engagement and lifetime value.

Vitacost.com is known for offering healthy consumer products, including vitamins, nutritional supplements, beauty supplies, and organic grocery products. The company has seen great success through a content-rich marketing approach, with email as a key channel. Their team wanted to take engagement to the next level by improving ‘Mystery Sale’ offerings with the goal of generating immediate ROI while ensuring a consistent and relevant customer experience.

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Vitacost.com teamed with Selligent Marketing Cloud to create a new high-impact campaign that capitalized on the power of email and personalization, which delivered:

• 53 percent increase in click-to-open rates
• 33 percent lower unsubscribe rates compared to prior Mystery Sale campaigns
• 31 percent increase in RPE

“When we deliver surprising and delightful experiences to our customers, they respond positively and more frequently. Working with Selligent Marketing Cloud enabled our team to take this to the next level,” said Danielle Van Acker, Email Marketing Manager at Vitacost.com. “The campaign exceeded our expectations; it allowed us to increase engagement and foster customer loyalty through truly relevant, personalized messages.”

The Selligent-powered campaign enabled Vitacost.com to:

• Reduce friction by leveraging kinetic email: customers just clicked on the “mystery box” to reveal a deal code within the email itself, providing a visual and intuitive experience.
• Use smart segmentation to reward loyalty: leveraging Selligent’s audience data enabled Vitacost to automatically segment customers according to loyalty level, offering special mystery deals based on their status.
• Personalize messages: each customer received unique offers, promo codes, and individualized subject lines in emails depending on behaviors or attributes.
• Track and test with precision: Selligent’s content management tools made it easy for Vitacost to refine and test versions of messages for different target groups – all in a single interface.

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“Vitacost.com has always been at the forefront of digital marketing. The success of this campaign proves that relevancy and personalization work – and combined with a powerful technology can drive real business results,” said John Hernandez, CEO of Selligent Marketing Cloud. “We are proud to work with innovative brands that embrace technology to deliver elevated, personalized experiences for their customers.”

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