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Case Studies

VOLOOM

Lifecycle Marketing

VOLOOM chose Blue Wheel over other agencies due to our existing relationship and positive past experiences, particularly in influencer services. Our strategy achieved overall lifecycle optimization, increasing overall revenue and revenue per campaign. We implemented segmentation based on browsing, purchasing, clicking, and email interactions. This approach led to significantly higher open and click rates, as the brand effectively engaged with a more attentive audience.

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Results

YoY Revenue Increase+322.7%Year-over-Year Revenue Increase from One-Off Email Campaigns
Open Rate Increase+73.24%Open Rate Increase in Checkout Abandonment
YoY Open Rate37%Average Year-over-Year Open Rate
6-Months Period YoY Revenue Increase+25.63%6-Months Period YoY Revenue Increase from One-Off Email Campaign
Open Rate Increase+16%Open Rate Increase in Browse Abandonment
Open Rate Increase+7.39%Open Rate Increase in Welcome Series ‍

The Challenge

VOLOOM, a hair care & styling brand, approached Blue Wheel wanting to solve inefficient email campaign and flow optimization, lackluster email campaign content and send frequency, their need for effective segmentation for upsell and cross-sell opportunities, and a lack of additional segments based on customer behavior. The brand wanted to improve upon underperforming metrics, including overall revenue, revenue per email campaign, and open and click rates. Our client’s main goal was to resolve deliverability issues and establish a regular email campaign cadence.

The Process

Blue Wheel lifecycle marketing service for VOLOOM included the monthly execution of five email and three SMS campaigns. Through collaborative and strategic efforts, we refined creative assets, incorporating existing brand materials and net new creative assets. After coding and setup, we smoothly transitioned to the live phase, ensuring a professional and efficient process throughout.

1Evaluation & Implementation

Blue Wheel supported VOLOOM in tackling different metric challenges on a month-over-month and year-over-year basis. We began by carefully examining the key metrics, segments, and sending frequency. After that, we implemented best practices to enhance the client's overall lifecycle journey.‍

2Key Measures & Testing

Our marketing strategy has effectively addressed the brand's issues by implementing several key measures. We ensured consistent email communication with their audience and focused on vital metrics and segments to maximize engagement. In addition, we have continuously tested different content strategies, prioritizing those that resonate the most with the audience.‍

The Solutions

The goal was to increase VOLOOM’s overall email-attributed revenue and revenue per campaign, optimize send frequency, refine segmentation, and create additional segments based on customer behavior. In turn, it would increase KPIs such as deliverability rate, conversion rate, open and click rate, list growth rate, and bounce rate.

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Blue Wheel lifecycle strategy implementation followed a systematic approach beginning with a thorough audit, followed by a client kick-off to align objectives. Our team uncovered significant deliverability issues with Gmail and Yahoo. We implemented our tried and true warm-up process and established a regular sending cadence with engaged contacts to repair and maintain improved deliverability scores.

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Client Testimonial

Hear directly from the brands that trust us to drive measurable growth across marketplaces, retail media, and digital commerce.

In order to warm contacts we had to provide valuable campaign content to increase VOLOOM’s lifecycle performance. Once we had deliverability scores improved, we were confident we could achieve incremental growth as subscribers were nurtured with a consistent sending cadence.

Lisa Wendland Director of Lifecycle,Blue Wheel

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