Boosting Email Marketing Revenue: A Case Study on Hunter & Gather

Hunter & Gather Foods is an ecommerce brand founded by British couple Amy and Jeff Webster. The brand is committed to providing food that is nutrient-dense, natural, and free from refined sugars, grains, and inflammatory fats. They meticulously source, test, and taste each product and ingredient to ensure the best quality with clean recipes. Their commitment to sustainability, the environment, and transparency has made them a favorite among consumers. They are also leaders in the zero-party data movement, emphasizing the collection of data from customers in a privacy-friendly way and delivering value in return.

Hunter & Gather, an ecommerce brand committed to providing nutrient-dense, natural food, was facing a challenge in improving the performance of their email marketing and increasing the percentage of their owned and returning revenue. They were keen on enhancing their customer experience and personalization, but their existing Klaviyo email marketing program was not performing up to industry benchmarks. They were missing critical flows and segments that could have boosted their performance. To address this, they sought the help of Blend Commerce, one of Octane AI's top agency partners, to analyze and improve their current email marketing program.

Blend Commerce took a multi-pronged approach to address Hunter & Gather's challenge. They first ensured that Hunter & Gather’s Klaviyo was set up correctly. They then redesigned and rebuilt their email template with a focus on UI/UX, and implemented new flows focusing on acquisition retargeting and retention. The next step was the implementation of an Octane AI quiz to gather zero-party data about the diet preferences of Hunter & Gather's subscribers. This quiz helped grow their email list and create a personalized shopping and email experience for customers. The quiz answers were synced to Klaviyo, enabling the use of the collected data to personalize emails and suggestions that customers receive in their inboxes.

• The implementation of the Octane AI quiz and the optimization of the Klaviyo email marketing program significantly improved Hunter & Gather's email marketing performance. The quiz not only helped in growing their email list but also in creating a personalized shopping and email experience for customers. The syncing of quiz answers to Klaviyo enabled the use of zero-party data to personalize emails and suggestions, enhancing the overall customer experience. The focus on UI/UX in the redesigning of their email template also contributed to the improved performance.

• Owned revenue increased to 29%, with 51% of owned revenue originating from email flows.

• Quiz conversion rate was 21.38%, meaning one in five quiz takers completed a purchase.

• Revenue from email flows increased by 258%.