How Dispatch Helped Ready. Set. Food!
Increase Email Marketing Revenue by 87.6%
From Insight to Action: Dispatch's Strategic Transformation of Ready. Set. Food!'s Email & SMS Marketing.
Company: Ready. Set. Food!
Industry: CPG - Food and Beverage
Dispatch Services Retained: Email & SMS Strategy Consulting,
Design Consulting, Copywriting, Retention Marketing Consulting
Platforms Used: Klaviyo, Attentive, Convertflow, Recharge
Length of Partnership: 15+ months
Key Problems:
Automated flows weren't aligned with the customer journey.
Campaigns weren't optimized to drive conversion, leading to sub-par revenue.
Inefficient segmentation and lack of educational content.
No analytical approach to identify effective campaign content.
Inefficient popup forms resulted in significant traffic loss.
Poor tracking of SMS profitability.
What Dispatch Did:
Rebuilt automated flows from scratch, aligning top-of-funnel strategy with lower funnel.
Improved segmentation and optimized campaigns with educational and promotional content.
Tracked performance across key customer segments to build optimized campaign calendars.
Enhanced popup forms using Convertflow to increase email signups and implement quiz-based forms.
Implemented SMS profitability tracking to understand positive net revenue drivers.
YoY Results from January through November 2023:
Attributed Email Revenue
+87.6%
Campaign Revenue
+84%
Flow Revenue
+97.9%
BACKGROUND
Ready. Set. Food! is a CPG company in the food and beverage industry, dedicated to helping parents introduce allergens to young children safely through their innovative product line. Featured on Shark Tank, the brand is led by pediatricians and allergists with strong credibility and expertise.
Dispatch began working with Ready. Set. Food! in January 2023 after conducting a comprehensive audit. Our analysis revealed several challenges: suboptimal automated email flows and campaigns, a lack of a cohesive customer journey strategy, and an underperforming email & SMS marketing setup. With the company poised for significant growth, Ready. Set. Food! was ready to level up its email and SMS marketing strategies to match its scaling operations.
The Challenges
Dispatch began working with Ready. Set. Food! in January 2023 after conducting a comprehensive audit.
Our audit revealed several challenges:
Disjointed Customer Journey
Automated flows weren't aligned with the customer journey, causing significant drop-offs.
Sub-Par Revenue from Campaigns
Campaigns weren't optimized to drive conversion. Segmentation was inefficient, and campaigns lacked educational content.
Lack of Analytical Approach
No analysis on content effectiveness across key customer segments.
SMS Profitability Tracking
Net revenue generated by SMS was unclear due to a lack of profitability tracking.
Poorly Optimized Popup Forms
Popup forms weren't optimized, leading to significant loss of top-of-funnel traffic.
KEY OBJECTIVES IDENTIFIED
Increase Email Engagement and Revenue
Improve email & SMS marketing revenue and engagement metrics.
Optimize Customer Journey
Rebuild automated flows and align funnel strategies.
Enhance Content Relevance and Segmentation
Develop campaign calendars tailored to key customer segments.
Improve SMS Profitability Tracking
Understand net revenue from SMS campaigns by tracking costs.
THE SOLUTION
Strategic Approach
1
Audit & Analysis
Reviewed existing campaign and flow strategies.
Identified gaps in automated flows, segmentation, and popup forms.
2
Strategy Development
Developed a campaign calendar strategy tailored to educate and convert parents effectively.
Focused on maximizing conversions through optimized flows.
Implementation
All Flows Rebuilt
-
Aligned automated flows from scratch with full-funnel strategy.
-
Implemented educational and promotional tie-ins to drive incremental revenue in strategic locations along customer journey.
THE RESULTS
Total Attributable Revenue
+87.6%
Average Open Rate
+104.7%
Revenue Per Recipient
+63.2%
Average Order Value
+29.9%
Average Click Rate
+47.4%
Average Conversion Rate
+32.2%
“Working with Dispatch has supercharged and streamlined our CRM. Careful consideration of our brand, product and consumer nuances has allowed for substantial growth and conversion due to thoughtful targeting and knowledgeable strategy across channels. Their partnership has been essential to creating an optimized and productive customer journey across our marketing efforts."
Senior Director of Content Marketing at Ready. Set. Food!
