AlgaeCal is a health and beauty brand with one job for 20 years: help people increase bone density. They sell plant-based calcium from marine algae, plus related supplements, through their online store. Three human clinical studies sit behind the formula, and they offer a six-month bone-density guarantee.
AlgaeCal has to keep new leads coming in, and loyal customers coming back. The email program runs in Maropost email marketing software (Marketing Cloud).
“Automated journeys have improved our team's efficiency. Dynamic rules enable personalized emails.”
Rowena Chan, Email & Marketing Automation Specialist
AlgaeCal
Challenge
AlgaeCal emails two groups at once: people who have not bought yet, and people who already have. Both need high-quality, personalized email if the brand is going to keep them engaged. A health and beauty eCommerce list cannot treat those audiences as one block. Segments have to be accurate, and the team has to see how the program is performing.
Solution
“By utilizing Maropost, we are able to create email templates and form accurate and well-thought-out segments for our targeted audience,” Chan says. They do that in Maropost email marketing software (Marketing Cloud), where templates, segments, and dynamic rules can work together: the template holds the quality of the send, the segment puts leads and loyal customers on different paths, and dynamic rules can change the content so the email matches where someone is in the lifecycle. Email marketing metrics in the same account can show whether a segment or a template is doing its job.
Result
Challenge
One campaign is not enough. Leads need a next email, and so do loyal customers. Follow-up has to stay personal without the team rebuilding every send from scratch.
Solution
Automated journeys in Marketing Cloud can carry that follow-up. Email marketing automation can keep the next send moving while dynamic rules still personalize what each person gets, so a lead and a loyal customer can stay on different tracks from the same templates and segments. The platform can also trigger the next step as someone moves through the lifecycle, and measure those sends with the rest of the program.
Result
Using Maropost, the team can ensure emails are delivered successfully and that performance is measured, in the same account as the templates, segments, and journeys. That is email deliverability as they described it: a check that mail went out, not a published inbox-placement rate.
AlgaeCal already uses templates, accurate segments, dynamic rules, and automated journeys. They are delighted to see more in dynamic content, automation triggers, and segmentation rules, and Marketing Cloud can keep building on that: tighter segments, richer content in each send, and triggers that start the next journey when someone is ready.
“We appreciate the real-time Support Chat feature. It is helpful to know that support is readily available, and they always reply with an email if the solution needs more time,” Chan says.