Gaiam is a leading lifestyle brand with a mission to make yoga, fitness, and wellness accessible to all. The company has 38K retail doors, 18K stores within stores, 5K category management locations, and e-Commerce. Gaiam wanted proof that an Audience Management strategy that went beyond the current Active segment to reach deep into their list could re-engageInactive customers while continuing to engage Active customers.
Inactive Buyers and Non-Buyers typically far outnumber Active Buyers and make up the bulk of the list. Yet marketers continue to send a relative trickle of mail to the largest portion of their audience, potentially ignoring a huge opportunity. Gaiam recognized this dilemma and asked us to address the elephant in the room.
Gaiam is a leading lifestyle brand with a mission to make yoga, fitness, and wellness accessible to all. The company has 38K retail doors, 18K stores within stores, 5K category management locations, and e-Commerce. Gaiam wanted proof that an Audience Management strategy that went beyond the current Active segment to reach deep into their list could re-engage Inactive customers while continuing to engage Active customers.
Alchemy Worx created a 3-month test comparing Gaiam’s regular email strategy with an Audience Management strategy. Gaiam’s audience was split 50/50 into a Control group and a Test group.
The Control group received messages under the existing email strategy, while the Test group was administered an Audience Management strategy with a focus on re-engaging Inactive customers and keeping Active customers engaged.
A key aspect of the Audience Management strategy was boosting the volume of mail to unengaged segments and then analyzing the feedback to identify Inactive Buyers and Non-Buyers who were most likely to become active.
See the whole picture with Audience Management.
Find out how Audience Management with our data-driven, test and learn approach can help you leverage your entire audience to boost engagement, loyalty, and revenue. Ask about our Free Acceleration Plan.
The Audience Management approach enabled Gaiam’s Test group to deliver a 10% increase in the size of the Engaged (Open 30 Days) segment, 13% among Buyers, and 9% among Non-Buyers.
When compared with the Control group, Unengaged Buyers in the Test group were 38% more likely to re-engage while Engaged Buyers were 12% more likely to remain engaged.
Similarly, unengaged Non-Buyers were 30% more likely to re-engage and 4% more likely to remain engaged. Strikingly, previously Unengaged Non-Buyers were 55% more likely to make a purchase.
Overall, the Test group realized a 9% lift in Clicks, 7% lift in Opens, and a 4% decrease in unsubscribe rate.
The results revealed how the traditional email approach was overlooking a lot of opportunities while demonstrating how using Audience Management to consider the whole list and not just the small Active segment could boost engagement across the board for Gaiam.