EMAIL INSTALLATION - RITUALLY ROOTED
Ritually Rooted Went From 11% to 41% In email attributed revenue.
Year
2024
Client
Page Smith
Services
Email Marketing
Project
Re-activating Email List
About Ritually Rooted
Ritually Rooted is a faith-based organization where they teach holistic medicine and wellness so you can start your own practice to help others who need help with their health and wellness.
They have 15+ members in it doing roughly $100k a month with their coaching and fellowship. Reviews are spread everywhere where people mention they are one of the few legit people out there always helping, always teaching and always helping to build a career out of it.
The Problem
So they were running ads to get people fill a form so they can qualify. Those who qualify, one a percentage of them actually becomes a member. The rest of them needed nurture to finally convert but they didn’t have any backend strategy to convert htem.
In short, they had around 30k people who showed interest and potentially can be a member of their program. They needed a backend support to convert those fence-sitters.
The Goal
Page (The founder) gave us a pretty clear goal. “Revive the list as much as possible”. Because the list was a bit old, we didn’t have much hope so I didn’t promise her any numbers.
All I said was I would try my best to convert them. Their ticket-size was high. It was a $7.5k for a 12 weeks program. So even if I could get a dozen member a month for them, that would be huge.
The Strategy
We created a 3 month strategy to see what happens. Here are the things we decided to work on:
- Capturing emails: It’s absurd but they had no email capture system in their landing page. They were running ads and only dependent on the customer who filled the form immediately. No nurturing. So we decided to create a slide-in pop-up to capture emails without harming their user experience.
- Cleaning the list: This happens often. People use fake emails to apply on a program. We cleaned the list first by validating and checking if they are real emails.
- Quick deliverability fix: We needed to check if that sleeping list would get our emails when we start sending. So a deliverability audit was needed.
- Email Sequence: For this one, we planned a long email sequence. a 11 email sequence. To convince someone to pay $7.5k for 12 weeks, they had to know everything.
- Regular campaigns: This was for old and new members who would receive 2-3 emails/week.
The Execution
We executed the plan in less than a month but we saw the fruits after 3 months.
- We changed the funnel a bit. We added email address in the form at the opening side, not at the end.
- We cleaned the list. Deleted 4.5k emails and fixed the missing DMARC while figuring out deliverability.
- Installed an 11 email long welcome sequence which conveyed almost everything. About the founder, the origin story, the benefits, the career opportunity, the teaching style, the hand-holding support and all.
- We started regular educational email. Most emails were just focused on education and rarely we pitched directly.
The Result
After 3 months, here’s the results we got:
- We got 48% open rate with a list they never emailed before. The click rate was 4%.
- They DOUBLED their email opt-in when we moved the email form towards the start.
- 7% of the people who went through the welcome sequence book a call with Ritually Rooted.
- 3-4% of people started replying to our education regular emails.
- Their sales went 26% up after we installed this infrastructure.