Email List Building and Personalization Strategies an Australian Health Brand Swears By

Naked Harvest company images

March may be the designated International Women’s Month, but for brands built on female empowerment and women’s health, celebrating and catering to women never stops.

That’s exactly the case for Georgie Stevenson, health advocate and podcast host, who realized there are very few supplements on the market made with women in mind.

Her brother, Coopa Stevenson, was equally determined to develop 100 percent natural supplements that catered to both men’s and women’s nutritional needs.

The sibling duo teamed up to found Naked Harvest, an Australian-based supplement and health brand that’s natural and focused on women’s and men’s health alike.

Among the inspiring work Naked Harvest does to help people be healthier, they also have some key marketing strategies to double growth in 2021.

I sat down with Brynley King, who manages their email marketing, to get more insight on what successes they’ve already seen. Keep reading to learn how Naked Harvest builds loyalty after reviews (even if they’re negative), key segmentation strategies they use, and more.

How Naked Harvest builds their email lists

Central to Naked Harvest’s growth strategy is getting new customers to subscribe to hear from their brand. A typical method is to provide a small discount when a customer subscribes to a brand’s newsletter to encourage them to sign up.

That’s not what Naked Harvest does.

“We have a competition where people can win a $200 voucher. We avoid a broad discount because I believe you shouldn’t have to always give away something like that to get people onto a mailing list,” Brynley explained.

To promote the competition to potential new customers, Naked Harvest posts on their Instagram story.

One of three Naked Harvest Instagram stories promoting their giveaway contest.

Two of three Naked Harvest Instagram stories promoting their giveaway contest.

Three of three Naked Harvest Instagram stories promoting their giveaway contest.

People who click to see more go to a signup form to enter the contest. But it’s not just any old signup form—for the best possible user experience, Naked Harvest optimizes the form based on whether someone views it on their mobile device or desktop.

“I hate when I see a tiny little sign up form and I’m on a 27 inch iMac, or a long landscape form on a mobile device. Creating different versions of the form based on the user’s device helps increase their completion rate, based on our testing,” Brynley said.

Check out the brand’s mobile version, optimized for a vertical screen:

Naked Harvest's mobile version of their signup form.

In contrast, the desktop version of the form can use smaller text to better fit a larger screen.

Naked Harvest's desktop version of their signup form.

Key audience segmentations to optimize the customer journey

Once Naked Harvest gets a new subscriber, how they communicate with them becomes even more personalized than their signup forms.

In nearly all of their automated email campaigns—abandoned cart, browse abandonment, post-purchase, and more—Naked Harvest has two key ways of segmenting their audience to create more personalized experiences:

  • Number of purchases (0, 1, 2, etc.)
  • Order cart value (above/below $99)

“You want to build automated campaigns out properly from the start so you can gather more data and then continue to optimize them in future,” Brynley said when explaining why she set up this segmentation across all automated email campaigns.

Even if the email content is similar (or identical across certain customers), Brynley advocates for using separate email sends based on these two traits.

Why? She shared three strategies this segmentation structure supports:

1. Implement A/B tests where they matter most

Small businesses don’t have infinite resources to spend on email marketing—so it’s important to make everything count.

A/B testing can often fall by the wayside in the middle of a hectic day, but with Naked Harvest’s advanced segmentation, they focus their testing efforts where they matters most: new subscribers.

“New subscribers who aren’t as familiar with the brand typically have lower open rates—so there’s a higher opportunity to improve, especially in the abandoned cart series. That’s always where we test first because it’s such a high converting, high intent campaign,” Brynley said.

Customers who are already loyal to Naked Harvest are more likely to open emails, whereas people who add a product to their cart without checking out might need more dedicated efforts to capture their attention.

Browse Klaviyo’s collection of shopping cart abandonment resources to prevent and recover lost sales.

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2. Analyze customer behavior on a more granular level

Another key advantage of segmenting automated campaigns is to see how different audiences engage with an email—which is great data to better understand customers, even if the email content is identical.

“When you look at how different segments are performing in your automated campaign, you can diagnose the situation more accurately when you know more about who received that email,” Brynley explained.

“From there, you can take action on customer behavior, like considering, ‘Why don’t we have something special for the new customer segment?’ You can really get granular with understanding customer behavior when you build it out in a system like that,” she went on to say.

3. Make offers matter more

The third reason this segmentation strategy is so effective goes back to Naked Harvest’s customer acquisition strategy: They don’t want customers to expect discounts and incentives.

But with their segmentation strategy, they can narrow down the target audience to make an offer more effective.

For example, in their post-purchase email series, Naked Harvest offers 10 percent off to people who have made at least one purchase in exchange for a review on their website.

Naked Harvest email offering a 10% discount for a customer review.

How Naked Harvest builds loyalty after reviews

Once a customer leaves a review, Naked Harvest delivers personalized messaging by segmenting people into two groups: customers who left a positive review and those who left a negative one.

“If a customer leaves a good review, we give them the promised offer and say thank you. But if they leave a poor review, the customer receives a really thoughtful plain text written email that apologizes, gives the same offer, and then encourages them to reach out to the Naked Harvest team. That way, the team can have a conversation and be more proactive about handling a negative review,” Brynley said.

Check out the email a customer receives after leaving a positive review:

Email that customers receive when they leave a positive review for Naked Harvest.

The email that follows a negative review, on the other hand, addresses the poor experience and gives a slightly different call to action that’s more relevant to the dissatisfied customer.

Followup email from Naked Harvest after a customer leaves a negative review.

This small touch in personalizing the post-purchase journey helps to show customers Naked Harvest truly cares about their unique experience, especially if it wasn’t positive.

Personalized to win customer devotion

At every stage of the customer journey—from the first paid ad to email nurtures to the customer review—Naked Harvest has set up a personalized experience that’s sure to keep customers happy.

The reason behind this? Co-founder Georgie herself weighs in on how personalization leads to customers feeling part of a community:

“Community is everything. No matter what challenges you face (for example, a global pandemic), your brand’s community is who will carry you through. Nurture them, support them, provide them with the best customer experience you can. It should be everyone’s number one priority as an ecommerce business and we believe that’s the biggest factor to our success and continued growth this past year,” Georgie says.

Their goals for 2021 are ambitious, but Brynley’s thoughtful segmentation strategies are built to ensure customers feel taken care of and uniquely heard by Naked Harvest.

Are you looking for fresh ways to get new customers? Check out these three tips on customer acquisition.

Want to use the tool Naked Harvest uses for their data-driven, customer-focused email marketing?

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