Productivity improvement with Iterable's Smart Ingest
Ritual
Ritual, a subscription based, direct-to-consumer wellness brand, was founded in 2015 on the premise that “better health begins with better ingredients.”
As Founder and CEO Katerina Schneider puts it, “When I was pregnant, I turned my house upside down to get rid of products with ingredients I couldn’t get behind. I replaced everything from my cleaning supplies to my deodorant. But, in my search for the perfect prenatal vitamin, I found many of those same questionable ingredients. I couldn’t find a brand that I trusted, so I decided to build my own.”
What started with a women’s multivitamin only, has now expanded to include a complete line of both women’s and men’s multi-vitamins tailored to the needs of specific age groups. Along with the expansion in products (and audience) came the need to deliver highly-targeted and more personalized journeys that could drive long-term LTV and retention — something Ritual’s legacy tech stack wasn’t ready to handle.
From Disparate to Unified Customer Data
Like many growing companies, Ritual had a plethora of customer data but struggled to harness it to drive their marketing touchpoints. A number of cloud data sources sent data to Snowflake (their analytics database) which then sent data to Looker (their business intelligence tool).
From there, Laura Brodie, Vice President, Customer at Ritual, relied heavily on manual data extraction and list creation, and was limited on the data she could use to trigger personalized customer journeys. Their legacy ESP could trigger based on email engagement and purchase behavior, but not the rich event data captured in Snowflake. Siloed data and limited automation capabilities resulted in a number of disparate customer touchpoints, and limited ability to a/b test and optimize in real time.
With an ever-growing audience and product line, Ritual couldn’t afford for their current tech stack to handcuff their long-term LTV, AOV and retention goals.
Fueling Growth with Data
By replacing their legacy ESP with Iterable’s growth marketing platform, and enhancing their use of Segment, Ritual was able to orchestrate cross-channel campaigns on key intent and engagement behavior. In 2020, with the introduction of men’s products, this became mission critical functionality that enabled them to successfully launch into an entirely new audience.
Layering additional filters and personalization into their existing nurture journeys allowed Ritual to target their men’s audience and deliver the rich customer experience necessary to drive conversions.
In addition, launching a new product into an entirely new audience required continual iteration and testing. With Iterable Experiments, Ritual was able to create an aggressive testing calendar to help them learn about their men’s audience and optimize their messaging in real-time.
“We’ve had a very aggressive a/b testing calendar to help us understand what messaging is resonating [with our mens’ audience] — what templates are working, what destinations we should be driving to in order to convert customers etc. We’ve leveraged experiments in Iterable to test different audience segmentation and identify incremental wins.”
Launching new products and breaking into new audiences is an exciting step in Ritual’s growth. But having the right tools in place to ensure their success was critical.
By unifying key persona and purchase intent data in Iterable, Ritual was able to deliver targeted, personalized touchpoints without adding unnecessary complexity to their automation strategy. And in the first ten days of launching Men’s products, Ritual completed 5 a/b tests that resulted in a 12.5% overall lift in conversion and a shocking 45% lift in conversion in a single campaign.
Results
- 12.5% lift in overall campaign conversion by leveraging Iterable Experiments
- 45% lift in conversion in a single campaign
- Hyper-personalized lifecycle campaigns enabled by Iterable’s partnership with Segment
"Iterable has made it extremely easy for us to execute and optimize sophisticated engagement campaigns with minimal engineering support." Read more