“Repeat streamlines the reordering process for our customers...helping us crack the code on creating messaging that really converts.”
Michelle Paulhus
Senior Growth Marketing and Retention Manager at Olipop
7 min read
Lifecycle
by visio
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.
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.”
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:
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.
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.
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:
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:
Case Study
Reviews | Loyalty Customer
"We were trying to cut costs everywhere we could, and one of our colleagues found Stamped. At first, we thought it offered the same things as [our previous reviews & loyalty provider], but when we actually started, we found that it's a lot more user-friendly. We really like it a lot so far."
Melissa Reyes
Head of Customer Experience at Opopop
Reviews Customer
"Integrating Stamped Reviews into our landing page strategy has significantly boosted our conversion rates. We love how effortlessly we can gather photo and video testimonials from our customers, enhancing revenue growth. Stamped stands out as a top-tier platform for optimizing websites and harnessing authentic customer testimonials to their fullest potential."
Kevin Gundersen
CEO of Inno Supps
Lifecycle Customer
“Truly, it's helped the repeat purchase rate because we now know when someone might need to replenish.”
Amber Reyes
Senior Manager, Acquisition & Media at Kopari
Lifecycle Customer
“Repeat streamlines the reordering process for our customers...helping us crack the code on creating messaging that really converts.”
Michelle Paulhus
Senior Growth Marketing and Retention Manager at Olipop
Loyalty Customer
"Rather than competing with ourselves on price on Amazon, we wanted to find ways to make buying on our website more attractive."
Josh Poole
Founder and CEO of PEScience
Lifecycle Customer
Reviews Customer
"Stamped is definitely a game changer to getting quality reviews, content, and customer engagement compared to every other reviews or loyalty platform."
Mike Auerbach
Founder of Kingdom Kratom
Loyalty | Reviews Customer
“Reviews are hugely important for us and for the shopper experience, and having the ability to customize what those emails look like, what those widgets look like on the site, answer questions as well. That's massive for us and really helping to drive conversion rates.”
Troy Petrunoff
(Former) Senior Retention Marketing Manager at Every Man Jack
Lifecycle Customer
“Personalized timing powering direct mail helped us reach our customers at the right moment to really amplify second purchases.”
Dejan Rankovic
Senior Director of Growth at Dr. Squatch
Loyalty | Reviews Customer
"[Stamped] has really supported us in communicating our appreciation for our customers, and in turn made our audience stick more closely with us as we have grown. Stamped has definitely supercharged our customer retention."
Casey Hart
Director of Marketing at Lilac St.
Lifecycle Customer
"Once you've purchased from us, it's more about keeping you in the community with education , because I know Repeat is coming...we're on brand building and Repeat is on the sales side of it, and I don't worry about it."
Nnamdi Ugwu
Co-Founder of Black Girl Vitamins
Lifecycle Customer
By using a banner driving to their Repeat cart at the top of their emails, TRUFF is able to boost conversion rates in every campaign that they send.
Lifecycle Customer
Graza included a QR code on the bottle that directs customers straight to a Repeat Cart that’s preloaded with the product they need to restock.
Reviews | Loyalty Customer
"Stamped is so great that I’ve already recommended them to a few businesses that ask who I use for my rewards program. I can’t recommend them enough."
George Papura
Founder of Georgiemane
