The Goal

Formuland’s focus this quarter was to grow overall email revenue and strengthen the channel’s share of total business performance. With strong returning customer loyalty already in place, the priority was on converting more new subscribers into first-time buyers while enhancing automations to drive long-term retention. The team also aimed to expand SMS adoption and build on recent list growth momentum.

Strategy

We developed a comprehensive strategy focused on consistent campaign execution, list growth, and flow optimization, designed to increase both engagement and attributed revenue.

Consistent Campaign Management & Targeting:
By increasing campaign cadence and refining segmentation between prospects and returning customers, Formuland maximized personalization and message relevance. This led to stronger engagement and more opportunities to drive first-time purchases.

Flow Optimization & SMS Expansion:
Through continuous testing and small creative tweaks, automated flow revenue increased by over 50% quarter-over-quarter. SMS was also expanded as a complementary retention channel, driving meaningful new revenue and engagement gains.

List Growth & Retention:
Email and SMS audiences both grew steadily this quarter, supporting stronger segmentation and higher engagement rates across campaigns and flows.

Creative & Educational Campaigns:
Educational content that spotlighted specialty formulas - such as goat milk and sensitive baby options - proved highly effective in driving conversions. Subscription-focused emails also delivered strong conversion rates, reinforcing the importance of recurring purchase education.