Email,SMS,Copywriting,etc
12 months, partnership
Powering Growth for a Health-Focused CPG Brand
HOLOS is a health-focused CPG brand offering organic, nutrient-rich breakfast products designed for modern consumers seeking convenience, quality, and wellness. Dispatch began working with HOLOS over 15 months ago, conducting a comprehensive audit of their email marketing ecosystem. The analysis revealed issues with subscriber growth, list health, campaign segmentation, and automation gaps, limiting email-driven revenue growth. The partnership has spanned more than a year and included email strategy, email design, copywriting, list growth, retention marketing consulting, and technical Klaviyo implementation across Klaviyo, Shopify, and Skio.
The Numbers Tell the Story
From September 2022 through December 2023, Glamsquad achieved the following performance improvements:
Where We Started
Our audit revealed several challenges. Subscriber acquisition was trending downward, and signup form conversion rates were below benchmarks. The Welcome Series had only one touchpoint, and the Abandoned Checkout flow was missing conversion-focused content and first-purchase offer reminders. Average unsubscribe rates were high, and the majority of subscribers had not received an email in the last 90 days, leading to low engagement and inflated ESP costs. Campaigns were also being sent to broad lists, lacking differentiation between engaged customers, active subscription customers, and new prospects.
From these findings, the key objectives identified were clear: enhance list health and subscriber growth by optimizing signup form performance, refine campaign segmentation with a mix of engagement and persona-based targeting, expand and optimize lifecycle flows to maximize conversions at key touchpoints, and lower unsubscribe rates while re-engaging dormant profiles through improved targeting and refined email frequency.
“We have been pleased with the service from Elliot and his team so far. The responsiveness and close collaboration with the entire team have been key to our success. Together with Dispatch, we have established robust processes that allow us to launch complex campaigns and flows seamlessly in two different languages across two countries.”
Gui, Digital Marketing Lead at HOLOS
List Growth and Signup Form Optimization
Dispatch implemented A/B testing across copy, offer type, and form design, separating desktop and mobile popups to boost conversions. Zero-party data collection was introduced to better understand new subscribers’ pain points and insights, which could then be used to personalize messaging across both flows and campaigns. These optimizations drove stronger subscriber acquisition and created the foundation for more relevant segmentation.
Reducing Unsubscribes and Reactivating Dormant Profiles
To reduce unsubscribes and re-engage inactive subscribers, Dispatch adjusted send cadence and targeting while launching exploratory campaigns to bring dormant profiles back into the funnel. This not only lowered unsubscribe rates but also improved list health, ensuring better deliverability and reducing inflated ESP costs caused by unengaged profiles.
Advanced Campaign Segmentation and Lifecycle Flow Expansion
Dispatch segmented campaigns by engagement level and customer persona to send more relevant messaging to each audience. All pre-purchase and post-purchase flows were rebuilt and expanded, including a revamped Welcome Series and Abandoned Checkout flow. These flows highlighted brand USPs, incorporated social proof, and included incentives to start a subscription. By expanding lifecycle automation coverage and optimizing each touchpoint, HOLOS maximized conversions while nurturing customers toward subscription adoption and long-term loyalty.
