Across every metric, the psychographic campaigns outperformed the control.
FACTS
Client: Gratsi
Industry: CPG
List Size: 500K+
ESP: Klaviyo
RESULTS
- +47.2% revenue lift from personalized campaigns
- +56.1% higher customer-to-subscriber conversion rate
- +54.1% higher click rate vs. non-personalized control
- +41.7% higher overall conversion rate
Do you want to turn more one-time buyers into subscribers?
That was exactly the challenge Gratsi brought to us.
Gratsi is a wine subscription brand with a strong product and a growing customer base. Their problem was not acquisition. It was what happened AFTER the first purchase. A significant portion of customers were buying once and never converting to a subscription.
Our hypothesis was that messaging was the lever.
Every customer, regardless of who they were or why they bought, was receiving the same campaign. Different people have different motivations, different objections, and different reasons to subscribe. If we could speak to each of those individually, we believed conversion rates would improve.
So we ran a test to find out whether the right message, sent to the right person, could convert more one-time buyers into subscribers.
Introducing Psychographic Segmentation With OuterSignal
Most email platforms are built on behavioral data: purchase history, browsing activity, and email engagement. These signals tell you what a customer has done. They do not tell you:
- WHO that customer is
or
- WHY they make the decisions they do.
To go deeper, we integrated OuterSignal’s personalization technology into Gratsi’s email program. Using demographic and psychographic data, it analyzed the customer base and generated four distinct personas:
- Active Retiree
- Mindful Achiever
- Creative Entrepreneur
- Health-Conscious Professional Parent
Each persona was built around a detailed profile using:
- Profession and socioeconomic status
- Family status and geography
- Core motivations and desires
- Purchasing drivers and objections
Every customer in the database was automatically assigned to one of these four personas, enabling a level of segmentation that no email platform alone can produce. We then developed unique messaging for each segment, tailored to the specific motivations and decision-making drivers of that profile.
Rather than sending a single message that partially addresses everyone, each persona received content that spoke directly to who they are and why Gratsi’s subscription model was relevant to their life.
We ran the experiment across a large portion of Gratsi’s list, structured as a controlled A/B test:
- Control: Non-personalized campaigns with uniform messaging
- Challenger: Psychographic-personalized campaigns with content tailored to each of the four OuterSignal personas
The primary success metric was the rate at which one-time customers converted to active subscribers, with all secondary metrics tracked in parallel.
Highlights
+47.2% revenue lift
The personalized campaigns drove substantially higher revenue than the control, with improved message-to-audience alignment translating directly into a greater volume of orders.
+56.1% higher customer-to-subscriber conversion rate
Aligning messaging with the psychological motivations of each segment produced a meaningfully higher rate of one-time buyers converting to active subscribers.
The personalized group produced significantly more active subscribers than the control. In a subscription business, incremental subscriber growth at this rate has a compounding effect on long-term revenue.
A second test confirmed the same conclusion: personalized messaging consistently converts more customers than a one-size-fits-all approach.
What’s next?
With two tests validating the approach, the next phase for Gratsi is extending psychographic personalization across the full customer lifecycle.