Email Marketing Case Study for Nutrition Warehouse
Working with Matt & The LION team on our ESP migration to Klaviyo was seamleass. They were always transparent with information, reporting, updates, and need – he was like an extenstion to our team for this project. Recommend for both strategy and execution.Heather Earl
eCommerce & Digital Marketing Manager
CONTEXT
Nutrition Warehouse started with a simple idea: to help people push their limits and live life at full strength. Founded in 2008 on the Gold Coast by Grant Mayo – Mr. Australia and Mr. World titleholder – the brand was built for those who believe in big goals, big energy, and big moments.
With a core team that includes former and current Australian and World Champion athletes, they understand what it takes to train harder, recover smarter, and perform at your peak.
With 115+ stores nationwide and a powerful online presence, Nutrition Warehouse is on a mission to inspire 2 million people to be “built for life” by 2033. To help achieve this goal, the company partnered with LION Digital to migrate its large customer database to Klaviyo, driving traffic and increasing sales.
THE OPPORTUNITY
Nutrition Warehouse was using Omnisend, a budget-friendly platform for beginner marketers and small-scale online stores. While Omnisend and Klaviyo share some features, Klaviyo offers advanced capabilities, making it a better fit for Nutrition Warehouse’s growing audience and evolving marketing needs. Key features of Klaviyo that we planned to leverage include:
- Advanced Segmentation: Hyper-targeted campaigns tailored to specific audiences, including location-based segments for 90+ store locations.
- Predictive Analytics: Insights such as predicted customer lifetime value, gender and churn risk — to inform smarter marketing decisions.
- Personalisation at Scale: Dynamic content, such as product recommendations and behavior-triggered messages.
- Unified Email and SMS Platform: A seamless cross-channel strategy for 1.1M email profiles and 350K SMS profiles.
- Performance Insights: Granular reporting on ROI, engagement, and customer trends.
- Scalable Automation: End-to-end customer journey flows, including cross-selling, win-back flows, and goal-based product recommendations.
The client was looking for a full migration from Omnisend to Klaviyo for 1.1M emails and 350K SMS profiles. This process included thorough list cleaning and advanced segmentation, such as location-based targeting for their 90+ stores during Omnisend’s setup.
LION Digital was entrusted with migrating and configuring Klaviyo for six brands, including Nutrition Warehouse and five in-house brands, under a single account.
OUR APPROACH
Our initial focus was on migrating Nutrition Warehouse’s extensive database to the Klaviyo platform. We took meticulous care to preserve as much historical data as possible while accurately maintaining consent status for every customer profile.
We created a comprehensive content calendar for email and SMS to leverage the client’s store birthday program, which resulted in 45X email and SMS campaigns per month. The LION team tracked the results and constantly adjusted and updated the flows to trigger the greatest impact.
Nutrition Warehouse’s SMS channel was significantly underutilised, with minimal engagement. LION Digital activated SMS as a standalone channel and integrated it into Klaviyo flows. By strategically leveraging SMS for VIP and location-based marketing, we unlocked a new revenue channel. This transformation led to a substantial increase in performance and engagement, making SMS a powerful business growth tool.
RESULTS
The results of our integrated approach were highly impactful. Over a 9-month period, the client’s key performance metrics saw significant improvements:
- Email Conversions: During the 9-month period from December 2021 to September 2022, we increased email conversions by 40%, reflecting significant growth in customer engagement and sales effectiveness. This impressive gain highlights the success of our targeted email marketing strategies and dedication to providing exceptional services.
- SMS Growth: The client saw an outstanding 7300% growth in the brand’s SMS channel, and the trend continued with 99% growth from the previous month, showcasing the consistency of our reconciled SMS strategy.
- Average Order Value (AOV): For high-value sales, our email and SMS campaigns garnered a $9 higher AOV than the previous site average in just a few months, further demonstrating the power of our integrated approach.
294%
MoM
40%
Increase in
Conversion Rate
7X
Growth in
SMS Channel
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