Pharmacy Direct
I can't say enough good things about Lion Digital! From start to finish, their team has been nothing short of outstanding. They took the time to really understand our business and crafted a marketing strategy that exceeded our expectations.
Communication was seamless, and they always kept us in the loop with regular updates and progress reports. What truly stood out was their dedication to achieving results.
If you're looking for a marketing agency that combines innovation with professionalism and delivers real results, Lion Digital is the way to go. Highly recommended!
CONTEXT
Australia’s first online chemist, Pharmacy Direct, has been providing medication, vitamins, and supplements by mail since 1996. One of the nation’s leading online health and wellness retailers, providing a wide variety of products supporting general health, baby supplies, pet care and more. Pharmacy Direct had already been with LION for 3 years and enjoyed an 8-year professional relationship with LION’s Founder. Therefore, serving a large and diverse customer base, Pharmacy Direct sought to improve its email marketing strategy to drive engagement and revenue through advanced segmentation and personalisation at scale.
THE OPPORTUNITY
Previously relying on Mailchimp, Pharmacy Direct’s email campaigns showed limited engagement and low revenue returns. Recognising the potential to better connect with its audience, Pharmacy Direct partnered with LION Digital to implement Klaviyo and unlock new levels of automation, customisation, and performance.
WHAT WE DID
LION Digital began by conducting a comprehensive audit of Pharmacy Direct’s existing email strategy, carefully analysing the current segmentation, campaign performance, and database structure. We then designed a migration plan to seamlessly transition Pharmacy Direct from Mailchimp to Klaviyo, ensuring minimal disruption and speed of implementation, which set the foundation for a powerful email marketing engine.
- Database Migration and Account Warm-up: We strategically segmented Pharmacy Direct’s large customer base, breaking down the database into key groups based on engagement levels, previous behaviour, and purchasing interests. This allowed for a tailored migration process and a smooth account warm-up. Through close monitoring, we ensured optimal deliverability and focused on building a strong sender reputation. We carefully planned our cadence of warm-up campaigns to ensure a safe and highly effective Klaviyo launch.
- Advanced Customer Segmentation and Targeting: The LION Digital Email Marketing team crafted a detailed segmentation strategy to better target Pharmacy Direct’s diverse audiences. We created strategic customer segments and applied personalised product feeds and flow triggers for tailored engagement. Integrating the client’s OpenCart website with Klaviyo, we ensured that essential customer data was accurately captured, enhancing personalisation and targeting capabilities.
- Building Core Customer Journey Flows: To further boost engagement and drive conversions, we implemented a range of high-impact customer journey flows, including:
📩 Welcome Flow
📩 Abandoned Checkout Flow
📩 Browse Abandonment Flow
📩 Data Capture Forms
📩 Category Cross-Sell Flows
📩 Winback Flow
📩 Sunset Flow
Profiling questions were also integrated to gather valuable insights on customer preferences, enabling tailored messaging and product recommendations to better resonate with Pharmacy Direct shoppers. - Continuous Monitoring and Optimisation: The LION team closely tracked account health metrics and engagement levels, refining our approach to maximise results. By continually optimising the campaign strategy, we successfully maintained high levels of customer engagement and revenue generation.
RESULTS
Within just 30 days of going live with Klaviyo, Pharmacy Direct’s email revenue saw remarkable growth, far surpassing industry benchmarks.
- 80X total email revenue growth in the first month.
- 2.5X Klaviyo revenue benchmark for Abandoned Checkout Flow ($9.15 revenue per recipient)
- 2.6X Klaviyo revenue benchmark for Welcome Flow ($7.05 revenue per recipient)
These results underscore the effectiveness of a well-structured email strategy, clearly demonstrating LION Digital’s ability to leverage Klaviyo’s advanced features to significantly increase Pharmacy Direct’s revenue, engagement and customer loyalty.
80X
Total Email
Revenue Increase
2.5X
Above Industry
Revenue Benchmark
(for Abandoned Checkout Flows)
2.6X
Above Industry
Revenue Benchmark
(for Welcome Flows)
WHAT’S NEXT?
The significant revenue increase over the first month of our Klaviyo email implementation illustrates LION Digital’s ability to drive meaningful topline business growth and substantially increase database engagement.
To build upon these results, we are looking at new customer journeys to further personalise the buyer experience and drive up key metrics such as repeat customer rate and customer lifetime value.
Our holistic approach and dedication to achieving client success have proven our eCommerce digital agency as a top-ranking email marketing partner for our clients. This successful campaign underlines the value of LION Digital’s integrated marketing solutions, setting a benchmark for future client engagements.
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