Melbourne Bushfood came to me with minimal focus on email marketing.

They did not have their automations set up, replenishment reminders or actively communicating and pushing their subscription base.

Being a CPG brand retention, loyalty and referrals are the biggest needle movers for them.

First I worked on setting the foundations for an effective email marketing strategy.

Driving revenue is prioritized in the early phases.

Phase 1: Foundations

Grab your quick wins and increase revenue with these flows.

Welcome flow

Abandoned Cart

Browse Abandonment Flow

Post-Purchase Flow (first time) - Biggest goal here is to turn a 1st-time buyer into a repeat buyer. Retention will skyrocket

Winback flow - bring customers back into the sales cycle

Out of Stock Flow - Don’t overlook the power of this one. Not just revenue but customer experience.

Replenishment flows - Pushing them to subscription also

Phase 2: Throw some gasoline on the fire

Start up those campaign emails - Small list? Do at least 1/week

Make use of FB retargeting by pushing segments from Welcome flow

Continue to progressively profile customers. Enrich data points as deep as you can.

Create a UGC on autopilot flow. Use this for automated content creation for social media and FB ads

Start up review request flows

Focus on list growth through incentive brainstorming and strategic opt-in form placements (IG bio, Swipe Ups, Embeds, show to different segments, FB Ads)

Phase 3: Retention & Optimisation

Aggressive testing and optimization to slowly improve

Use collected customer data to provide personalized experience. Focus on high-value customers who will refer you through word of mouth.

Increase volume of campaigns as long as list is healthy, Unsub:List growth ratio stays healthy and emails are well received

Create referral and loyalty programs

Sunset flow to suppress unengaged customers

Phase 4: Exponential Growth

Use the Gatsby app for nano influencer outreach

Create refund flow

Create subscription winback flows

Cross flows with SMS triggers and in-app such notifications like TapCart

Create co-marketing campaigns - “Hey our food brand just partnered with this wine brand for a Black Friday Bundle Deal!”

Contest, giveaway, sweepstake flows