65% Open Rate and 14% CTR with Lifecycle Automation

The gap

KraftStories had subscribers coming in from website forms and in-person events across multiple locations, including Honolulu, NYC, and Irvine. But once someone subscribed, there was no system to guide them anywhere. New subscribers weren't being introduced to the brand. Interested browsers weren't being followed up with. Past buyers weren't being brought back. The list was continuously growing, but their customer lifecycle had no clear path.

The solution

The goal was to build a system that met subscribers at each stage of their journey, from the moment they signed up to long after their first purchase. I built the 5 core flows to cover each stage:

• Welcome Flow

• Browse Abandonment

• Abandoned Cart

• Post-Purchase Flow

• Sunset Flow

A segmentation framework was also set up around location and behavior, so subscribers in Honolulu, NYC, and Irvine received campaigns relevant to where they were, and in-person attendees, virtual participants, and DIY kit buyers weren't all sent the same newsletters.

The outcome

With a lifecycle system in place, their emails started doing what it was supposed to do at every stage. Open rates climbed above 65%, with click rates hitting 14%. The welcome flow became the top revenue driver by converting new subscribers early, and abandoned cart automation consistently recovered sales that would have otherwise been lost. Email went from a dormant list to a revenue-generating channel that was actively moving subscribers forward, without adding to their workload.

Want something like this for your brand?

If you liked what you saw here and want to explore what this could look like for you, get in touch.