How Dispatch Increased Feel Goods’
Email Marketing Revenue by 43%
A Deep Dive Into The Momentum Method At Work
Company: Feel Goods
Industry: CPG/Food & Beverage
Dispatch Services Retained: Email Strategy, SMS Strategy, Copywriting, Email List Growth, Retention Marketing Consulting, Technical Klaviyo Implementation
Platforms Used: Klaviyo, Postscript, Shopify
Length of Partnership: 18+ Months
Key Problems:
List Growth & Deliverability Challenges
New subscriber acquisition was lower than our benchmarks. Large segment of active profiles had not been emailed in 90 days, and elevated bounce, spam, and unsubscribe rates indicated segmentation and content issues.
Underperforming Campaigns
Suffering from low click rates and conversion rates. Emails lacked clear reasons why hydration, immunity, or digestion solutions mattered, especially for new prospects.
Lifecycle Flows Were Not Optimized
Basic flows were in place, but not optimized, leading to thousands in revenue being left on the table every month. No segmentation was in place within abandonment flows, which led to discounts being offered to customers who didn't need them to convert.
What Dispatch Did:
List Growth Optimization & Re-Engagement
Deployed A/B testing on design, copy, and offers. Sent monthly exploratory campaigns to identify active subscribers and sunset unengaged profiles. Implemented optimized segmentation strategy to immediately improve sender reputation and deliverability.
Targeted & Educational Campaign Strategy
Shifted focus to “why you should care” content, clearly showcasing brand differentiation. Continuously tested new content types to find engagement and conversion outliers.
Developed comprehensive lifecycle flows.
Dispatch expanded all lifecycle flows to showcase Feel Goods' core product benefits and cross-sells. Introduced branching logic to differentiate existing customers from prospects, preventing unnecessary discounting and ensuring more relevant, objection-handling messaging for each group.
Results From The First 12 Months of Our Partnership
Total Attributed Email Revenue
+43%
Total Attributed Campaign Revenue
+55.7%
Total Attributed Flow Revenue
+30.8%
BACKGROUND
Feel Goods is a fast-growing CPG brand specializing in hydration, immunity, and digestion solutions. Their mission is to make healthy living more convenient and accessible.
When Dispatch began working with Feel Goods, the brand struggled with low conversion rates on email signups, inadequate educational content, and minimal lifecycle flows. These factors severely limited the brand’s ability to acquire, engage, and convert new customers.
The Challenges
Our audit revealed several challenges:
Suboptimal Popup Forms & Low Signup Rate
With desktop and mobile opt-in rates around 70% lower than our benchmarks, almost half of subscribers were being captured solely through checkout.
Poor Campaign Performance
Campaign CTRs and conversion rates were particularly low for prospects, with lengthy emails failing to convey “why choose Feel Goods.”
High Inactive Subscriber Segment & Deliverability Challenges
30% of active profiles hadn’t received any emails in 90 days, inflating costs and hurting engagement.
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Elevated bounce, spam, and unsubscribe rates signaled subpar segmentation practices and misaligned messaging.
Insufficient Lifecycle Flows
Welcome Series lacked depth beyond offering a single discount. Abandoned Checkout and Browse Abandon flows offered one-size-fits-all discounts and had major skip issues.
KEY OBJECTIVES IDENTIFIED
Increase List Growth & Engagement
Improve signup form conversions and reactivate dormant subscribers.
Implement Engaging, Educational Campaigns
Demonstrate the importance of consistently looking after your body's Hydration, Immunitand Gut while establishing Feel Goods SKUs as the trusted solutions.
Develop Comprehensive Lifecycle Flows
Develop Comprehensive Lifecycle Flows
Improve Deliverability & Maintain List Health
Optimize segmentation and content to reduce bounces, spam complaints, and unsubscribes.
THE SOLUTION
Strategic Approach
1
Audit & Analysis
Dispatch performed an extensive audit, discovering low popup form conversions, suboptimal campaign strategies, minimal flows, and issues with email deliverability.
2
Strategy Development
A holistic plan included robust popup testing, monthly re-engagement strategies, building out more educational and personalized flows using ZPD, and implementing gadvanced segmentation to reduce unnecessary discounts and improve pre-purchase objection handling messaging.
Implementation
List Growth & Signup Form Optimization
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Implemented A/B testing across copy, offer type, and form design.
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Implemented zero-party data collection to understand new subscribers' pain points and insights that could then be used to personalized messaging across both flows and campaigns.
THE RESULTS
Total Email Revenue
+43%
Unique Opens
+77%
Unique Clicks
+54%
Unique Conversions
+78%
“Dispatch has been an incredible Email partner, driving more in depth and higher revenue generating flows and campaigns, while being essential to executing our long term vision to scale our brand."
Dustin
CEO at Feel Goods
Book your free Retention Partnership Call today to discover how we can help your brand achieve similar results.