Challenge

PetPlate, a food subscription company for dogs, was looking to increase their email subscriber conversion rate while also have churned members re-subscribe. With CPM’s and CPA going up, they had to lower their spend, decreasing the number of new names coming into the file.

Solution

Alchemy Worx began working on a new sending cadence and testing plan for each of their three groups – email subscriber who has never been a subscription member, churned subscription members, and active members. The cadence and testing was done at the individual level.

Result

Despite the dramatic decrease in spend, the email program grew 13.19% in terms of new people subscribing. More importantly, given the retention strategy for current members, churn rate dropped 51.38%.