Athletic Greens (AG1) Case Study | Maropost Marketing Cloud

About AG1

AG1 sells daily supplements, including its AG1 powder, gummies, and sleep support, mainly through online subscriptions and now in retail stores. When it moved to Maropost, it was a 100% online retail business.

At that point, its team sent more than 3 million emails a month, including transactional messages and automated workflows, on the Maropost email and SMS marketing platform (Marketing Cloud). The marketers built and adjusted those workflows themselves, which had not been possible before.

A drag-and-drop journey builder that AG1's marketers run on their own

Challenge

On its previous platform, the interface was hard to navigate and automation options were limited. AG1 found it almost impossible to configure triggers or automated campaigns on its own, and getting triggered email marketing live took intensive support and coaching.

Solution

AG1 moved to the Maropost email and SMS marketing platform (Marketing Cloud) and used the drag-and-drop journey builder to plan autoresponders, split lists, and add logic to workflows visually. Because the builder needs no code, marketers could set up workflows themselves instead of waiting on developers or support. Onboarding included 1-to-1 sessions with Client Success, which got the team up to speed fast.

Result

• No downtime during the transition, even for the most critical workflows.
• Marketers built and ran workflows without the support the previous platform required.
• Campaigns could be optimized while they ran.

Easy email segmentation for tailored welcome campaigns in Marketing Cloud

Challenge

Segmenting subscribers had always been hard. Welcome campaigns were central to conversions, and the business wanted to tailor them to each customer.

Solution

In Marketing Cloud, the team segmented by gender, geography, and product interest and used those segments for welcome and onboarding campaigns.

Result

• Segments that had been hard to create became easy to build and customize.
• Marketing Cloud gave marketers the ability to build welcome and onboarding campaigns with customized content.

Moving 3 million emails a month away from throttling and delays

Challenge

Ongoing throttling and delays on the previous platform hurt inbox placement, which meant lost revenue.

Solution

AG1 moved its email sending to Marketing Cloud, including transactional messages and the automated workflows its marketers built in the journey builder. Segmentation and welcome campaigns ran there as well.

Result

• More than 3 million emails a month went out without the throttling and delays that had hurt inbox placement and revenue.

Looking ahead

AG1 already has its core workflows, segments, and welcome and onboarding campaigns running in Marketing Cloud, and its own marketers can change any of them in the journey builder. That leaves room to keep building without waiting on support: more triggered campaigns, additional autoresponders and list splits, and segments that go beyond gender, geography, and product interest.

Because workflows can be adjusted while they run, the team can keep refining campaigns over time, from welcome sequences for new customers to the transactional and automated messages that make up its existing volume.

Marketing Cloud can also support the subscription eCommerce programs AG1 runs today, including triggered emails based on how a customer buys and engages. SMS sits in the same account, so text messages can join those workflows without adding another tool.