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Education-led emails that turned subscribers into buyers

Formuland converted more new subscribers into first-time buyers with educational content: Klaviyo-attributed revenue up 70% year over year and flow revenue up 54% quarter on quarter.

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Laughing baby in a cosy knit topToddler playing with Formuland letter blocks
Case study

Formuland

Formuland converted more new subscribers into first-time buyers with educational content: Klaviyo-attributed revenue up 70% year over year and flow revenue up 54% quarter on quarter.

Duration
Quarterly
Focus
Email & SMS, Content, Baby & family

Services used

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YoY Klaviyo-attributed revenue
+70%
YoY increase in email attribution
+48%
QoQ flow revenue
+54%
QoQ email deliveries
+63%

Overview

Formuland's returning customers were loyal. The opportunity was converting more new subscribers into first-time buyers.

The challenge

New subscribers needed a reason to buy, and SMS had to be added as a second retention channel.

Solution & strategy

  • A higher, steadier campaign cadence with separate messaging for prospects and customers.
  • Continuous small tests across automated flows.
  • SMS launched as a complementary channel.
  • Educational content on specialty formulas and subscription benefits.

Results achieved

Parents buying formula want to understand it first. Content that explained specialty options, like goat milk and sensitive formulas, converted better than promotions alone. Figures are reported from the email and SMS platform (mainly Klaviyo) for the period stated.

  • Klaviyo-attributed revenue up 70% and email attribution up 48% year over year.
  • Flow revenue up 54% and email deliveries up 63% quarter on quarter.
  • SMS launched alongside email.

Proof & creative

Laughing baby in a cosy knit top
Toddler playing with Formuland letter blocks
The work.
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