Mingle

193% increase in Klaviyo attributed revenue after 90 days.

Mingle holds an extra special place in our hearts. Why? They’re the very first client that came to us specially for our elite CRM services, instead of purely viewing email as an add-on.

Which, in our opinion, is the right way to go (*and a pretty smart business model).

By optimising the existing campaign strategy and introducing a suite of new flows, Mingle invested in a high-converting CRM infrastructure designed to make money while they slept.

No more manually deciding when to send reminders or who to chat to next… Instead, we aimed to create a machine (aka. intricate Klaviyo set-up) that could do all that, ongoing and automatic. In this case study, you’ll see we did exactly that.

The Results:

Let’s talk about flows, baby.

A lot of brands work under the impression that simply having automated flows live would suffice. But we believe in world-class over solid-but-same-same-as-everyone-else CRM strategies. 

After zhushing up Mingle’s existing flows, we immediately saw results like so:

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• Welcome Series = 95% uplift in revenue
• Abandoned Checkout = 8% uplift in revenue
• Replenishment Reminder = 37.95% uplift in revenue
• Plus, we added a new Browse Abandonment Flow to the mix, which converted at over $6.2k within the first 30 days

This led to wins on a larger scale, such as:

• 193% increase in Klaviyo attributed revenue within three months.
• 36% increase in total sales revenue within the same three months.
• 313% increase in eDM Campaign revenue within three months.
• And, 82% increase in total Flows revenue within three months.

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The Solution:

We’ll be honest. Mingle was already doing a pretty good job when we came along.

But per our own adage of “Pushing boundaries, together” (and agency values of getting experimental and ambitious), there’s always room to be better.

Faced with the challenge of boosting engagement and deliverability, our response was to transform Mingle's email marketing and CRM strategy into a more dynamic and aesthetically pleasing experience – one that would reflect the quality of their wide range of products.

While the brand's primary goals centred around increasing purchase frequency and adding strategic depth to campaigns and automations, we saw an opportunity to do much more.

If you’ve watched any action film that’s heist or scheme or strategy related, you might be familiar with the scene where team members draft their big game plan on a blackboard. 

With Mingle’s flows and automation strategy, we pretty much did the same thing.

Enter an ultra granular Customer Journey Map that specifies triggers, filters, key messages and more. Inclusive of every must-have and advanced flow (broken down into multi-step emails), our CRM team will paint a picture of the entire customer journey – and where you can / should be taking your database throughout their relationship with your brand.

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For FMCG brands like Mingle, much deliberation goes into timing sequences, taking into consideration factors like shelf life, replenishment timeframes, seasonality and more.

Through a combination of customer data analysis and Klaviyo predictive analytics, we identified optimal time intervals between orders for different product categories.

We further fine-tuned our approach, conducting A/B tests to determine the most effective time delays for flows like order replenishment and abandonment. This data-driven strategy not only levelled up Mingle’s flow performance, but also enhanced overall customer satisfaction by delivering emails at the exact right moment. Sorta like mind-reading!

Need proof this worked?

Mingle’s engaged segment (aka. users that have begun actively engaging with emails) increased 12.58% to around 29K users within 30 days.

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In the realm of campaigns, a key component of our approach was RFM-guided segmentation.

By analysing the Recency, Frequency, and Monetary value of every customer, we could better segment Mingle’s audiences with precision – far beyond the broad and generic. 

This allowed us to tailor messaging and offers to a range of customer segments, making every email as relevant and compelling as possible. Of course, heaps of creative copywriting juices went into elements like subject lines and preview texts to secure that ever-valuable open rate.

Customers who recently made high-value purchases were treated to exclusive offers, whilst less engaged customers received content designed to rekindle their interest.

And across the board, our campaign planning stayed deeply rooted in Mingle’s brand pillars – which we typically flesh out together with clients in a workshop from the get-go.

In Mingle’s case, we cycled through topics like: Promotional, Flavour Pushes, Recipes, New Launches, Social Proof (etc.) – consistently measuring results to uncover top deliverability and other key metrics that enabled insight into how well we’re connecting with customers. 

And of course, the aesthetics.

Hook-worthy copy slapped against elevated visuals with designs that POP! 

From vibrant colours to clean and modern layouts, every email was created to capture attention, incentivise click-through, and encapsulate the brand’s essence – marketing collateral to make customers feel proud to say: “Yeah, I sure do get my spices from Mingle!”

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We like to think that we’ve got a long list of clients who feel proud to say: “Yeah, we sure do get our emails from DataSauce!” 

And we’ve currently got room to add more to the list, so get in touch to up the ante on your CRM campaigns, automations, pop-ups, reviews; the whole shebang right here.