An arsenal of tactics for utilizing Repeat in email campaigns help Olipop earn 6X more revenue per session than visits to their website. No matter the campaign, Olipop works in a Repeat cart in a way that balances customer experience and the goals of their team.
Who is Olipop?
If you’ve been around the CPG industry for any length of time, it’s likely that you’ve already been introduced to Olipop. The brand started with a goal of disrupting the soda industry with their signature tonic designed to support digestive health– a ”good-for-you soda that tastes good, too.”
Among the industry, Olipop has gained notoriety for their customer-centric approach to marketing. Olipop takes a measured approach to promotion. Rather than beating customers over the head with an unending stream of promotional emails and texts, the team behind the brand wants to ensure that when they do send a message, it packs a punch with value.
Repeat has become a core part of that strategy. In the words of Michelle Paulhus, Olipop’s Sr. Growth Marketing and Retention Manager:
"Repeat streamlines the reordering process for our customers, making it easier for them to quickly purchase the flavors they love. The ease of including personalized cart links in our campaigns and restock automations allows us to combine engaging brand content with a seamless prompt to reorder, helping us crack the code on creating messaging that really converts."
Olipop uses Repeat to (tastefully) augment their email strategy
A delicate, balanced approach to email means that not every email’s primary purpose is selling. That doesn’t mean that emails meant to educate or reinforce the brand story can’t (or shouldn’t) make a sale if the time is right. Put another way: why get in your customer’s way if an email whose primary goal is to tell a story actually inspires them to purchase?
Olipop uses three main techniques to make it easy for customers to reorder from any email:
1. Banners & Footer Links
We recently covered Truff’s use of banners in another Weekly Win story. Olipop takes a similar tact when the main story is less sales-focused:
This unobtrusive banner element lets the rest of the story take center stage, but still presents a clear path for customers who want to order again.
Similarly, Olipop uses a lightweight (but very effective) link in the footer of most of their emails:
In both cases, it’s easy to include these sections without worrying about who the audience is. By setting conditions to ensure that it’s only visible to existing customers (not prospects) without an active subscription, Olipop ensures that the content is only shown when it’s relevant.
2. Secondary CTA’s
Making sure your customers know your story is important. Sharing blog posts and other content is a great way to do that. Often times, you’ll want to point to deeper reading in a primary call to action. What happens when that content inspires a customer to order again? That’s where the secondary call to action comes in:
A secondary CTA is a touch more heavy-handed than a banner at the top of an email, but it’s the right move when you need to make sure a content email drives sales. Customers still get the content you want them to, you’re just making it more clear what you want them to do with the information they just learned.
3. Primary CTA’s
When you do send that email that’s prime for a purchase, make sure you’re getting the most from it by pointing to the Repeat cart from the primary CTA. In this example, the Olipop team highlighted reviews that echo their main selling points. To bring home the sale, “shop now” directs existing customers to their personalized cart:
In this case, Olipop was even able to send the same campaign to prospects and existing customers without complicated segmentation. Existing customers were directed to a personalized cart from the customer’s Klaviyo profile, whereas prospects were sent to the home page with a “default” parameter:
A 6.9x increase to revenue per session
Looking at a selection of recent Olipop email campaigns that use a combination of these tactics, the results speak loudly. Compared to traffic to their Shopify site from the same campaigns, Olipop saw:
- 6.9X higher revenue per session
- 4.9X increase to conversion rate
- 1.4Xhigher average order value