The client is a fast-growing health and wellness e-commerce brand whose audience expanded rapidly across multiple channels. Even with a large and active customer base, their email marketing operations could not keep pace. Most messages were sent manually, personalization was minimal, and transactional workflows weren’t automated. Customers received generic emails that failed to reflect their interests or purchase history. High cart abandonment, inconsistent engagement, and slow communication cycles ultimately limited revenue growth.
To solve these challenges, the client partnered with us to build a fully automated, data-driven email engine using Salesforce Marketing Cloud.
Key customer journeys—welcome, abandoned cart, post-purchase, and reactivation—had to be executed manually. Because nothing ran on its own, emails were frequently delayed or skipped altogether. This inconsistent delivery weakened engagement and made it difficult to maintain momentum across the customer lifecycle.
With all messages going out in a single generic format, subscribers received the same content regardless of their preferences, browsing behavior, or purchase history. The lack of relevance reduced conversions and made retention harder as the audience grew.
Since abandoned carts weren’t tracked with automated reminders, a steady stream of potential revenue was lost every day. Shoppers left items behind with no follow-up, and the team had no reliable way to re-engage them at the right moment.
As product lines expanded, manually preparing and segmenting emails became impossible to sustain. Every new launch increased the workload, and the absence of automation made the process slow, repetitive, and prone to errors.
Customer behavior, order details, and segmentation data were scattered across multiple systems. This fragmentation limited targeting accuracy and made performance reporting unreliable, reinforcing the need for a unified, automated framework.
New subscribers often received inconsistent or delayed welcome emails, leaving them without a clear introduction to the brand. This weakened early engagement and created a poor first impression. A structured onboarding journey was the right fit because the team couldn’t manually manage timely messages as the subscriber base grew. By automating the experience, every customer now receives a personalized, predictable introduction that reflects the brand’s identity. This directly addresses the earlier challenge of limited automation and creates a stronger start to the customer lifecycle.
What We Introduced:
High cart abandonment created ongoing revenue loss because customers received no reminders after leaving items behind. Manually managing follow-ups wasn’t realistic for the fast-growing store, so automation offered a clean and scalable fix. The new cart recovery system ensures every undecided shopper receives a timely nudge with relevant product details. This closes the earlier operational gap around inconsistent follow-up and prevents carts from being forgotten.
Key Measures Implemented:
Every subscriber previously received the same recommendations, regardless of browsing or purchase history. This damaged relevance and conversions, particularly as the catalog expanded. Behavioral targeting was the best match for the client’s scale, allowing personalization without manual work. The new system closes the earlier gap in weak segmentation and ensures recommendations feel intentional and accurate.
Changes Implemented:
After a purchase, communication stopped entirely, hurting retention and limiting review generation. Manual follow-ups were impractical at scale, especially with growing order volume. A structured nurturing flow created a consistent way to guide buyers, educate them, and deepen loyalty. This directly resolves the earlier issue of inconsistent post-purchase experiences.
How We Structured It:
Many subscribers went inactive after 60+ days, and manual outreach was impossible given the volume. Automation created a consistent way to reconnect with dormant users through relevant reminders and updated offers. The system fills the earlier gap of unsystematic re-engagement and restores long-term customer value.
Key Efforts Added:
Emails previously looked identical for every user, which weakened relevance and reduced click-through rates. Dynamic content provided personalization at scale without adding design complexity. This directly improves the earlier issue of generic messaging.
Elements We Added:
Without systematic testing, the brand couldn’t identify which elements improved performance. Manual experiments were inconsistent and lacked reliable insights. A structured testing framework enables the team to refine everything from subject lines to layouts with confidence. This directly solves the earlier stagnation in email engagement.
Steps We Implemented:
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