Life Pro - A focused, tech-enabled approach to retention for a $1m/month brand
Brands operating at scale need to have their retention dialed into a specific degree. When every dollar is hard-fought, CAC reductions on flows can be low-hanging fruit in the beginning. This was the case with Life Pro, an innovative DTC fitness brand that empowers individuals to take control of their health and wellness through cutting-edge recovery and fitness equipment. Founded by a team passionate about creating accessible wellness solutions, Lifepro quickly gained recognition for its high-quality, user-friendly products designed to help people of all fitness levels achieve their goals.
What were Life Pro’s goals? Immediately:
1. Forecast campaign planning in advance with a more thoughtful approach
2. Work on pop-up
3. Redo op-in sequences
Campaign planning is one of the most difficult things to accomplish in DTC. Due to the last-minute nature of product drops, inevitable hiccups in logistics and ad algorithms, and DTC's generally fast-paced nature, trying to plan anything in advance is a giant effort.Fortunately, we were able to start planning 2-3 months in advance with LifePro as they had a very organized campaign calendar and thoughtful product launch timeline. Working together closely, with the team, we organized their marketing calendar into concise cadences that have been proven with other brands we work with.The result?
We doubled their revenue per campaign from $3.5k to $8k a month.
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It wasn’t just the quality of our designs or our messaging. We got very specific with sales cadences and segmented their audiences to attack multiple personas. Of their recovery and fitness programs, we identified distinct audiences that were more likely to purchase certain sales. This goes beyond sending to engaged groups and into a deeper retention strategy, where we identified multiple different types of purchasers based on category, demographics, engagement on the website, and past purchase behavior to identify the most valuable recipients in their large list. Incremental revenue add-on is hard to prove, but when you’re sending to audiences you never were before, it’s clear that a new level of performance is being achieved. Our proprietary tech helped us create innovative segment performance using our own reporting tool, which we coded from scratch, which is unachievable with klaviyo.
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As with all brands, our pop-up offers a distinct and clear offer with incredible design and a gamification component. We recently tested cash-back and pushed performance from 6% (before we came on) to 10% (with our normal pop-up offer but elevated design/gamification) and now 15% (cash back). With larger brands, these numbers are very difficult to achieve, yet we continue to set the bar for performance here at REV SCALE.
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A consistent, thoughtful, tech-forward approach has helped LifePro push the limits of their email strategy with 39%+ email attributed revenue, a difficult feat for a 8 figure brand!
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