CASE STUDY: Chief Nutrition
12 months
2X
more sales in the first 2 months of
working together (with no extra ad spend)
6305%
more revenue from Klaviyo in the
first 6 months of working together
$1M
generated in the
first year of working together
CASE STUDY:
Chief Nutrition
12 months
2X
more sales in the first 2 months of
working together (with no extra ad spend)
6305%
more revenue from Klaviyo in the
first 6 months of working together
$1M
generated in the
first year of working together
THE CLIENT
Chief is a healthy snack & supplement brand based in Australia.
THE CLIENT
Chief is a healthy snack & supplement
brand based in Australia.
Industry: Nutrition
Business size: $2-5M/ per year
Website: https://wearechief.com/
THE CHALLENGE
THE CHALLENGE
The way Justin (co-founder) put it:
“I did not know what good looks like”.
In short, they were not utilising their full Klaviyo potential - they did not even know they had the potential to do better.
SPECIFIC PROBLEMS
SPECIFIC
PROBLEMS
They were earning only 22% of their monthly revenue through Klaviyo.
They were earning only 22% of their monthly revenue through Klaviyo.
Their sign-up forms only captured 2-3% of website visitors and turned them into subscribers.
Their sign-up forms only captured 2-3% of website visitors and turned them into subscribers.
They did not use much segmentation - instead, they were sending most emails to the entire list.
This hurt their deliverability (emails landed in spam), and stopped their messages from reaching
their audience.
Their open rate was around 27%, click rates were about 1.8%.
They did not use much segmentation - instead, they were sending most emails to the entire list.
This hurt their deliverability (emails landed in spam), and stopped their messages from reaching
their audience.
Their open rate was around 27%, click rates were about 1.8%.
Core flows (automations), such as the Welcome Series and abandoned checkout were not optimised
per best practices.
Core flows (automations), such as the Welcome Series and abandoned checkout were not optimised per best practices.
A basic setup was in place, even though the account was ready for an intermediate-advanced
strategy.
A basic setup was in place, even though the account was ready for an intermediate-advanced
strategy.
SOLUTION
We built a custom strategy to tackle all of these problems.
Goal #1: Reach 40% Klaviyo attributed revenue ASAP.
Goal #2: Retain that success long-term (as the client scaled the business).
Our strategy included:
1) optimising the sign-up forms for conversions (grow the email list),
2) building a consistent campaign calendar (to drive sales)
3) Segmenting the list to improve deliverability
4) optimising the flows per best practices
5) Adding more flows
6) Adding more retention channels (such as SMS, subscriptions, Loyalty and Rewards, Direct Mail, etc)
SOLUTION
We built a custom strategy to tackle all of these problems.
Goal #1: Reach 40% Klaviyo attributed revenue ASAP.
Goal #2: Retain that success long-term (as the client scaled the business).
Our strategy included:
1) optimising the sign-up forms for conversions (grow the email list),
2) building a consistent campaign calendar (to drive sales)
3) Segmenting the list to improve deliverability
4) optimising the flows per best practices
5) Adding more flows
6) Adding more retention channels (such as SMS, subscriptions, Loyalty and Rewards, Direct Mail, etc)
RESULTS
RESULTS
In the past 1 year, we’ve brought almost $1M in additional revenue (without paying extra for ads).
That’s almost 700% MORE
compared to the previous year!
In the past 1 year, we’ve brought almost $1M in additional revenue (without paying extra for ads).
That’s almost 700% MORE compared to the previous year!
“It’s not about price. It’s about value.
If someone quotes me 10k vs 1k, but the 1k only makes me 5k, whereas the 10k makes me 100k, well.. I’m gonna go with the “more expensive” option.”
We successfully doubled sales from 22% to 40% in the first two months of working with Chief.
We successfully doubled sales from 22% to 40% in the first two months of working with Chief.
Six months later, revenue is OVER 6300% BETTER compared to last year:
Six months later, revenue is OVER 6300% BETTER compared to last year:
“When someone asks me “Should I invest in email marketing”, I always say “Start with email marketing” because everything else works harder.”
12 months later, we’ve retained 40% attributed success as the company is scaling:
12 months later, we’ve retained 40% attributed success as the company is scaling:
26 662 placed orders in the last twelve months - 46% more than last year (that’s 12 264 more orders).
26 662 placed orders in the last twelve months - 46% more than last year (that’s 12 264 more orders).
Open rates skyrocketed from 27 to 45%
Click rates surged from 1.8% to around 2.3%
Open rates skyrocketed from 27 to 45%
Click rates surged from 1.8% to around 2.3%
Email conversion rate - increased 46%
Revenue per recipient - increased 54%
Average order value - increased 5%
Email conversion rate - increased 46%
Revenue per recipient - increased 54%
Average order value - increased 5%
17k new subscribers - 195% more compared to the same period last year
17k new subscribers - 195% more compared to the same period last year
IMPORTANT
All of these results were accomplished as the client scaled their business.
So we were able to hold incredible results during a period of exponential growth.
All of these results were accomplished as the client scaled their business.
So we were able to hold incredible results during a period of exponential growth.
“Before you spend on customer aquisition, you should spend on retention”
PLANS FOR THE FUTURE
Increase attributed revenue to potentially 40-50%
Deepen customer relationships
How?
More SMS flows
Subscriptions
Direct Mail… and more!
PLANS FOR
THE FUTURE
Increase attributed revenue to potentially 40-50%
Deepen customer relationships
How?
More SMS flows
Subscriptions
Direct Mail… and more!
“When you look at the numbers, you gotta look at what the Recurring Revenue is. And that’s the power of flows”
ULTIMATE GOAL
ULTIMATE GOAL
Get people to come back, and buy again and again, putting Chief top of mind whenever customers think of a nutrition company in Aussie (like Apple, but for healthy snacks).
Increase customer lifetime value
Decrease cost per aquisition
Get people to come back, and buy again and again, putting Chief top of mind whenever customers think of a nutrition company in Aussie (like Apple, but for healthy snacks).
Increase customer lifetime value
Decrease cost per aquisition
COST OF INACTION
We decided to calculate what it cost Chief for not taking the step to hire us sooner.
Cost of inaction for 365 days:
if we had come on board one year earlier, this brand would have earned an extra $400-500k
Cost of inaction pm - $33k - £42k
Cost of inaction pd - $1,1k - $1,4k
COST OF INACTION
We decided to calculate what it cost Chief for not taking the step to hire us sooner.
Cost of inaction for 365 days:
if we had come on board
one year earlier, this brand
would have earned an
extra $400-500kCost of inaction pm -
$33k - £42kCost of inaction pd -
$1,1k - $1,4k
BE THE NEXT CHIEF!
BE THE NEXT CHIEF!
We are looking for more success stories
to put on our client wall of fame!
Will yours be next?
Let’s find out!
Make the first step by
booking your intro call below.
We are looking for more success stories to put on our client wall of fame!
Will yours be next?
Let’s find out!
Make the first step
by
booking your
intro call below.
“Life’s too short to work with
people that you don’t enjoy”
Let’s get introduced!
Stop the Cost Per Acquisition leak per customer. Warm your visitors up with emails that turn leads into loyalty.
In just a quarter-hour, you'll get clear next steps for driving steady and dependable online success for your business via email marketing.
Perfect for businesses ready to:
Scale beyond $50k/month.
Partner with a trusted email marketing team for the long term.
Leverage proven expertise and witness tangible, trackable results.
Let’s get introduced!
Stop the Cost Per Acquisition leak per customer. Warm your visitors up with emails that turn leads into loyalty.
In just a quarter-hour, you'll get clear next steps for driving steady and dependable online success for your business via email marketing.
Perfect for businesses ready to:
Scale beyond $50k/month.
Partner with a trusted email marketing team for the long term.
Leverage proven expertise and witness tangible, trackable results.
We make our partners an average of $1214.88 per day. Why wait to book a call till tomorrow?
