The Key Ingredient to Nuzest’s Email Marketing Strategy

nuzest email marketing strategy

When was the last time you visited a website, added some items to your cart, and left the site without making a purchase?

This happens all the time. 

People abandon their online shopping carts for lots of reasons. And while savvy brands have a series of abandoned cart emails in place to help recover potential lost revenue, why do so many of them send shoppers messages to the effect of, “Hey, you forgot something!” 

Chances are, your customers didn’t forget anything. They simply didn’t make a purchase. And there are more effective messages to re-engage them, according to Jonathan Edwards, CEO of Nuzest’s Americas division. 

I recently spoke with Jonathan to learn more about Nuzest’s email marketing strategy, how they’re using Klaviyo to execute that strategy, and why the brand favors authenticity when it comes to connecting with customers. 


Katie Tierney [KT]: Tell me a bit about what you do at Nuzest and how the company started.

Jonathan Edwards [JE]: Nuzest sells a variety of nutritional products and we’re a family business with roots in New Zealand and Australia. 

Our founder, Trevor Bolland, started the company back in 2012 after a few years earlier his daughter Monique had been diagnosed with Multiple Sclerosis (MS). Unhappy with her prognosis, Trevor and Monique embarked on a quest to find alternative treatments, which led them both to careers in the health and nutrition industry. 

Many of us take for granted what we eat and the quality of the ingredients we put into our bodies. Through extensive research, our founders learned that what we eat has a tremendous impact on our health and well-being. That’s why they wanted to formulate the best possible products, using the latest science, in order to help people use nutrition to improve their health. 

Our pea protein is grown in the fields of France and it’s processed by one of the top facilities in Belgium. It’s a really clean, high-quality, and potent pea protein that’s naturally processed using an enzymatic, water-based process. 

Our customers range from high-performance athletes to people who are just looking to add a good, clean protein to their diet for various reasons such as improving health, weight loss, muscle gain, gut health—the list goes on.

Today, we’re in 16 different countries. Our global headquarters are in Sydney and our U.S. operation is based in Seattle. 


[KT]: The nutritional product market is a fairly crowded space. What makes Nuzest different from other brands?

[JE]: The quality of our ingredients. For example, we source our pea protein from Europe and we don’t blend it with artificial sweetener or sugar. 

With so many nutritional products, people often look at the ingredients list and wonder what half of them are. Meanwhile, our vanilla protein has only three ingredients.

Also, we’re one of the highest potency, lowest carb, lowest-calorie proteins on the market, and our protein is sweetened with a natural extract from a West African fruit called Katemfe. People love it because there is no aftertaste like with other natural sweeteners. 

Finally, taste is one of the biggest points of difference for our protein. It’s smooth, not gritty or chalky, and people tell us hat it is the best tasting plant-based protein they have taken.


[KT]: Do you tend to see a spike in sales at this time of year when people are making New Year’s resolutions to be healthier? And how does seasonality affect your business beyond January?

[JE]: We definitely see a lift in January as is typical for nutrition and health focussed brands. At this time of year, people often want to focus on improving their health after the holidays.

Other than December which is usually a dip, we have a pretty steady growth pattern throughout the year. It’s not too crazy in terms of spikes and drops.


[KT]: How are you using email marketing to grow your business? 

[JE]: Email marketing has been the foundation of our business right from the beginning. It’s one of the best ways to sell because you can communicate with customers in a way that cuts through anything else. We use things like social media to acquire customers, but our number one growth strategy is to build our email list and nurture our subscribers. 


[KT]: How are you using things like segments and flows in Klaviyo to effectively connect with your customers?

[JE]: We’ve got all of the usual flows in place—winbacks and abandoned carts. But our abandoned cart messages aren’t the usual, “Hey, you left something behind in your cart” messages that you tend to see. Ours basically says something to the effect of, “We know you didn’t forget to purchase this protein. But since it caught your eye, we thought you’d find this article interesting.” 

We really thought about that message from this perspective: if you go into a store, look at a pair of shoes, and walk out, you’ve made a decision not to buy the shoes at that moment. Once you’ve walked out of the store, imagine a sales clerk running after you saying, “Hey, did you forget these shoes?” That would be weird. 

We wanted to design our email more to be more authentic so we use humor to address the fact that someone didn’t actually forget to make a purchase and, instead, we offer some additional value to keep them engaged. So many people have said to me, “This email made my day.”

We also have a buyer nurture sequence in place. When someone makes a purchase for the first time, they’ll get about five to seven emails, and the whole point of that flow is to support them with information relevant to whatever led them to purchase the product in the first place. 

For example, people could be looking to lose weight, achieve a health goal, or create a new habit, so we offer information in those emails like healthy recipes or advice on how to create certain habits. 

For us, those five to seven emails in that buyer nurture flow are really about making sure the protein they bought won’t sit in their pantry gathering dust—we want to help them to actually start using it. 

We also have a lead nurture sequence in place. If someone downloads a recipe book, a seven-day meal plan, or something else, we’ll send them emails to help them get closer to achieving the outcome they desire. We’ll send an email asking if they’ve made a recipe yet or if they’ve found the ingredients they were looking for at the supermarket. 

Whether someone offers their credit card or not, our job is to see if we can provide value in helping them to achieve their health and fitness goals.


[KT]: What’s the most impactful way that you’ve used Klaviyo to grow your business?

[JE]: Running monthly campaigns has been so effective for us. What I love about Klaviyo, and what made it so easy when we switched from Mailchimp, is that it’s so simple to segment by purchase history. 

We run monthly campaigns for people who haven’t purchased in the last 60 or 90 days. That’s been a really effective campaign for us every month, regardless of whether we offer a discount, added value, or whatever—it’s been invaluable.

Klaviyo gives us the ability to be really clear with who our emails are going to and who they’re not going to, and it’s so easy to create them. We haven’t even bothered looking around to see what else is out there. 


[KT]: What would you like to achieve with your ecommerce business in 2020 and what aspects of Klaviyo would you like to explore more in the year ahead to help you get there?

[JE]: We know we have a product that people love, so we want to reach new audiences. Right now, we’re actually spending some time thinking through which types of audiences we need to communicate with more. Then, we need to create content and value for those audiences we haven’t reached yet in order to expand. We’ve been growing really well the last few years, and this year we’re hoping to triple or even quadruple our ecommerce business.

To help us get there, I’d like to use more of Klaviyo’s automation features in the coming year. For example, I know we can use Klaviyo to work out things like customer lifetime value and a bunch of other stuff that will be really valuable for us. And I know there are features we could use more with the data we’re collecting that I’m just not using at the moment. We could be doing more with our VIPs and people who are spending above a certain amount. We could be segmenting our list based on predicted lifetime value, but I haven’t had an opportunity to dig into that just yet. So those are some things I’d like to explore this year to keep growing our business. 


Looking for more insights, inspiration, and resources to help you grow your business? Check out this Entrepreneur Growth Guide

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