Anna Evstratova, Content Strategist at Mira
Working with YOCTO is an incredible experience. For us, they didn’t just fix what wasn’t working but took our email marketing to the next level. They challenge good basic solutions – and offer even better, more effective ones.
Client: Mira.
Industry: Health care.
List Size: 100,000+.
ESP: Klaviyo.
1. 252% Email revenue growth in 6 months, on average, across 5 active geographies.
2. Decreased the time between the 1st & 2nd order by 43% and the 2nd & 3rd order by 45%.
Mira is a modern and future-forward technology brand based out of San Francisco. Mira’s innovative fertility analyzer empowers women to have complete clarity on their fertility hormones from the comfort of their homes without the hassle of traditional methods. This ensures users’ can conceive or avoid pregnancy easily, understanding their body and health on a previously impossible level.
YOCTO started working with Mira in July 2022, fully managing their email marketing program. This case study will give a short overview of what we’ve since accomplished together.
At the start of our partnership, we diagnosed clear issues with Mira’s email marketing setup. Email engagement was spiraling down at an accelerating pace, spam problems were starting to creep up, and there were overlapping automations, causing user journeys to become muddled and less effective than they could.
To amend the situation, we focused on 3 key steps.
This is one of the most important (and sadly one of the most neglected) steps when optimizing an email marketing program. Due to how most ESPs are set up, it’s tough to identify gaps, overlaps, and opportunities without having a crystal clear visual view of the core user journeys.
This is especially true for brands like Mira, which also has a mobile app and multiple entry paths into the email program, including an active blog, webinars, and a variety of lead magnets.
In mapping Mira’s journeys, we were able to have clarity on the present issues and identified a host of opportunities for net new automation.
A common beginner mistake when auditing automation is to stop at the revenue performance of emails. The reality is this can be misleading. Just because something works doesn’t mean it can’t work better. While auditing Mira’s automations, we reviewed how they interacted with the rest of the user journeys, how they were set up on the automation filter level, the email level filter, and how they delivered (or didn’t) on the recipient level.
This seemingly laborious process is one of the most productive things you can do for your email marketing program. In so doing, we could identify situations where subscribers’ were being bombarded with more emails than they should and situations where they were being skipped from emails they should have received.
Furthermore, this deep audit process allowed us to understand the brand on a much greater level, setting the foundations for helping Mira’s team design advanced, API-triggered app automations, and personalized content.
On the deliverability level, we helped Mira set up a dedicated sending domain and updated how emails were built to improve inboxing. These simple changes alone shot up email engagement and eliminated all spam issues.
Next, to secure and maintain a healthy deliverability level, we fully rehauled the brand’s segmentation strategy. We created tiered engagement segments of prospects, customers, a variety of exclusion segments, and 4 distinct automated journeys to re-activate or sunset lapsing users across the lifecycle.
One of Mira’s goals was to develop a quiz funnel to trigger email automation with personalized content according to the user’s quiz answers. What seemed like a big undertaking to Mira’s team was completed in days. Moreover, the conversion rate of this funnel is double the regular sign-up paths.
Mira’s app data allowed us to create multiple advanced automations, including onboarding and educating users, churned user activations, insight-generating research automation, personalized offers based on predictive fertility data, and more.
Having done all of this foundational work in the prior months, Mira was well-positioned to have a successful Q4, ramping up the campaign email frequency without deliverability issues. Thanks to our joint efforts, we peaked at record-setting revenue performance while reducing the time between the first and second order by 43% and the 2nd & 3rd order by 45%. This is fantastic news, as it accelerates payback and enables reinvestment back to growth.
This is just the start. We’re planning to double down on developing a robust, well-oiled optimization program in Mira, installing a new loyalty program, and growing retention metrics and LTV. Despite our success so far, we’re perfectly aware you can continue to drive bigger learnings and financial wins. It’s what we strive to do for every single one of our clients. Just like we could, potentially, for your brand too.
Getting started is easy. We’ll have a short, no-obligation call to meet each other. If we’re not a good fit for whatever reason, we will refer you to an agency that can serve you better than we could. If we are, we’ll start with a quick audit of your email program. If you’re thrilled with the results of that audit (experience shows you will be), we’ll sign you up for a monthly retainer and start implementation right away.
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