The challenge
VitaLab had thousands of existing customers, but its marketing was heavily focused on acquiring new ones. Customers who had purchased one diagnostic service were not always returning for other relevant services. Sulia’s job was to turn the customer database into a repeat-revenue engine.
What we did
Database segmentation:
Customers were grouped according to previous purchase, age group, service interest, purchase frequency, lifecycle, and engagement.
Automated customer journeys:
New customers entered onboarding sequences, inactive customers entered reactivation journeys, and service buyers received relevant education and recommendations.
A new role for email:
Email became a personalised customer journey instead of the same newsletter sent to everyone.
Continuous testing:
We tested subject lines, offers, send times, calls to action, and educational versus promotional messaging.
The result
“Sulia showed us that our biggest growth opportunity wasn’t always another new customer. It was understanding the customers we already had.”Emma Clarke — Head of Growth, VitaLab