Most marketers are what Aoife O’Driscoll, AVP of Lifecycle Marketing at WHOOP, would call “data rich, but access poor.” In our digital-first world, brands are usually drowning in a deluge of data, and activating that data has become a key driver for success.
At this year’s Activate Summit, Aoife teamed up with Kashish Gupta, co-CEO and co-founder of Hightouch, to share how marketers can unlock the potential of their martech stack with data activation.
Using Hightouch and Iterable, the WHOOP team has been able to create hyper-personalized and relevant experiences that drive user engagement. And as you’ll be able to see with these top takeaways, it’s easier—and faster—than you think.
Missed out on Activate Summit? Catch the sessions on demand.
Relevancy: The Marketer’s Secret Weapon
Relevancy is required for marketers to connect with their audiences on a deeper level. The sources Aoife and Kashish shared found that personalized emails result in six times higher transaction rates and a 26% increase in engagement. But creating relevant messages isn’t possible unless businesses have the right technology to set their data free.
For the lifecycle marketing team at WHOOP, unlocking their data proved to be a major challenge. Their customer data was dispersed across multiple platforms, and they relied heavily on analytics and engineering teams to build their data intelligence. This limited their ability to activate data quickly and put it into action in their marketing campaigns.
Enter Hightouch and Iterable
To address these challenges, WHOOP turned to their data warehouse, Hightouch and Iterable. WHOOP’s data team now collects user and event data and defines models in their data warehouse, which integrates seamlessly with Hightouch, a leader in composable customer data platforms (CDPs). As Aoife put it, with Hightouch and Iterable, “data is no longer a barrier.”
The lifecycle marketing team builds targeted audiences, using Hightouch, before activating that data with Iterable, which enables personalized email, push, and in-app messaging. And as demonstrated in their January Jumpstart campaign, WHOOP achieved remarkable results with its modern martech stack.
WHOOP’s January Jumpstart Campaign
WHOOP is a 24/7 wearable health and fitness coach worn by the world’s top performers, such as Alex Honnold, Patrick Mahomes, and Sha’Carri Richardson. Like many brands in the health and wellness industry, the new year is a crucial time to roll out marketing campaigns to engage customers.
WHOOP’s January Jumpstart campaign involved five key stages:
- Hype: To get users excited about the new year challenge, the WHOOP team opened pre-signups in December. They used Iterable to send these hype emails to build awareness, which included links to a registration form. Once users were registered, they closed the loop by using Iterable to trigger confirmation emails that informed them they were all set to participate.
- Launch: Once the campaign officially launched in January, the team’s focus was increasing challenge participation rates via email and push notifications.
- Motivate: Inevitably, motivation wanes with any health or fitness challenge, so at this stage, WHOOP was on a mission to send the right message at the right time to reinvigorate participation and keep customers engaged.
- Progress: The magic of WHOOP’s wearable technology is its ability to track users’ progress. Using Hightouch to analyze data and target certain audiences, the team could send updates to users about whether they were on track or off track, or how many weeks they had completed in the challenge.
- Celebrate: Data accuracy is core to WHOOP’s user experience, which allowed the lifecycle marketing team to ensure participants felt valued and rewarded at the end of the challenge.
After powering the January Jumpstart campaign with Hightouch and Iterable, WHOOP achieved stellar results:
- The team saw a 128% uplift in active participants
- Open rates remained above 60% throughout the campaign
- Sentiment was overwhelmingly positive, as 92% of members reported they would participate in the next challenge
In addition to increasing WHOOP’s overall daily active members and customer retention rate, the campaign also resulted in higher conversions from free trials and winbacks as well. With their data activated, the team can now better achieve their mission of unlocking human performance.
Partner with Hightouch and Iterable to Activate Your Data
At Activate Summit, Iterable announced that its newest Smart Ingest, co-developed with Hightouch, has officially launched in General Availability (GA). Smart Ingest allows brands to activate their cloud data warehouse directly with Iterable—no engineers required.
This new, free capability allows you to have all your customer data at your fingertips, reducing your dependencies on tech teams. Now, marketers can deliver more personalized cross-channel communications, all from the same platform.
If you’d like to see Smart Ingest in action and learn how you can partner with Iterable and Hightouch, schedule a demo today.
