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Madison Reed Increases Subscription Rate by 45% With Iterable

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With Madison Reed’s on-line subscription service, shoppers can obtain salon-quality hair coloring at home—conveniently, confidently and economically.

In addition to aggressively rising its on-line enterprise, this comparatively younger firm is opening bodily areas known as Color Bars to provide prospects the choice of acquiring hair-coloring services and products in particular person.

Until 2016, nonetheless, the advertising and marketing workforce at Madison Reed didn’t have an efficient strategy to create extremely customized, cross-channel interactions that assist construct long-term buyer relationships.

To make these interactions attainable, the enterprise changed its cumbersome and restricted advertising and marketing resolution with Iterable.

Iterable’s versatile information mannequin, fashionable APIs and common webhooks saved engineering time by simplifying integrations with different platforms, reminiscent of Segment for buyer information and Lob for unsolicited mail.

Its potential to trace on-line and offline interactions supplies a 360-degree view of every buyer, sharpening personalization and relevance.

Quote by Julia  Papane, Email Marketing Specialist at Madison Reed

Cross-Channel Reactivation Campaigns Reduce Early Drop-Off

Madison Reed’s entrepreneurs have leveraged Iterable to create a reactivation marketing campaign that’s decreasing buyer drop-off after the primary buy. Because their hair coloration survey asks how typically prospects coloration their hair, the advertising and marketing workforce can decide anticipated reorder dates.

The marketing campaign makes use of that data to generate lists of people that didn’t reorder on the anticipated occasions and put their names within the reactivation workflow.

Multivariate testing and efficiency optimization confirmed that the addition of unsolicited mail to this workflow yielded an incremental 3% carry in upgrades.

Through testing, we found that the best reactivation sequence is an email message followed by a direct mail postcard, which is then followed by another message […] That’s key in a business where highly personalized timing is everything,” stated Julia Papane, Email Marketing Specialist at Madison Reed. “We’ve put an SMS webhook in the workflow so that customers who have opted into SMS receive an SMS nudge if they don’t engage with the email messages or postcard.”

Iterable’s Impact at Madison Reed

  • The upgrade-to-subscription conversion fee for Iterable campaigns is 45% greater than that of a management group
  • Adding unsolicited mail to their reactivation workflow drove an incremental 3% carry in upgrades
  • Easy integration with different platforms like Segment saves hours of engineering time
  • Automated campaigns triggered by individualized buyer conduct are rising reorders and income

Download the Madison Reed case examine to find out how the corporate is utilizing a full vary of buyer interactions to construct lasting relationships.

Want to find out how your enterprise can develop into a advertising and marketing success story?

Contact us to study how one can ship world-class buyer engagement at scale with the Iterable Growth Marketing Platform.

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