300% Monthly Revenue Growth
Vitamin Patch Club is more than just an online supplement business.
It was founded on the desire to deliver the best vitamins in a profoundly more effective way. Vitamin Patch Club believes that each of you should have access to better health options with better results. It was started via founder Shane's private practice and desire to improve your quality of life. So much so that he created 5 custom health and wellness modules for all customers.
Where We Come In
We initially came on board to manage email/SMS with the goal of bringing down the cost per acquisition. To do this, we focused on converting more traffic by implementing robust acquisition-based automations, as well as a heavy focus on automations and campaign strategies to improve customer lifetime value.
Shortly after, we came on board with paid ads management as well. By managing the full funnel, we quickly created a new roadmap for growth. Once we gained insight into all channels and got more ingrained with the business, it was apparent that there was a tremendous growth opportunity for Vitamin Patch Club. However, metrics in previous years looked much better both from an acquisition perspective as well as retention. It was quickly identified that this was correlated with the offers being changed frequently. At one point Vitamin Patch Club was subscription only but then transitioned to having single purchase options as well. Upon further conversation with Shane, he ultimately made the call to move the brand back to subscription-only, which set us up for future success.
From here, we understood that being a subscription-based product meant that the bulk of the customer value would come on the LTV side. By sharing insight into monthly cohort LTV data we were able to paint a picture of the payback period in relation to LTV from a gross margin standpoint. This allowed us to map out accurately how aggressive we could be on the paid acquisition side for continued sustainable growth.
We were able to scale monthly revenues by 300% in the first 8 months of working together. High-level strategy on the offer, a better understanding of the data, improved media buying strategy, as well as email/SMS marketing all helped to reach this outstanding outcome.
Email & SMS
Before taking over the Vitamin Patch Club email/SMS program only a few core automations were built out, and overall the account was very limited. Our goal was to optimize and improve accounts in order to drive better business-wide CPAs. We immediately started working on implementing core automations, and re-vamping/extending acquisition automations that were in place. Step on was addressing the basics such as the welcome sequence, abandoned cart, and browse abandonment. We also focused on optimizing the segmentation strategy to improve the cadence and personalization of the campaigns being sent.
We also began working on strategies to improve the customer experience, such as creating automation that pushes prospective customers to a form in order that helps them decide which supplement will serve their needs the best.
On the paid ads side, as we transitioned back to a subscription-only offer with no single-time purchase option, we needed to ensure there was a strong incentive to maintain new customer conversion volume. To do this we implemented a perpetual 50% off first order offer, which was identified as a sustainable way to acquire new customers while running solely subscription options.
We made large adjustments to the funnel structure. By building out a more robust retargeting funnel split between the middle-of-funnel and bottom-of-funnel, we were able to create a new winning campaign that yielded our lowest CPA’s ever. We also managed to improve our top-of-funnel results by changing to mainly broad targeting as budgets were raised and pixel data increased. This helped us lower CPAs with more efficient targeting, and also allowed for less risk as we scaled spend due to the size of the audience. In fact, we scaled paid acquisition budgets by more than 300% and improved CPAs in the process.
300% monthly revenue growth
440% monthly email revenue growth
300% growth in active subscribers