Case Study 2 — Wellness Pre-Order Launch segmented Email
Campaign Type:
Product Announcement + Education
Goal: Notify customers that Coconut Cult was available for pre-order and educate readers on product benefits to increase purchase intent.
My Role: Strategy, copywriting, email layout, product merchandising, Klaviyo build & segmentation.
Strategy
This email needed to both drive conversions and educate customers about why Coconut Cult is a premium wellness product. The structure was intentionally designed to capture high-intent shoppers at the top while supporting undecided readers with educational content and product variety.
Key strategic decisions:
-Strong visual hero for instant brand recognition
-Clear primary CTA (“Pre-Order Now”) placed early for fast purchasers
-Benefit-driven copy explaining gut health, probiotics, and clean ingredients
-Flavour/product grid to increase browsing, time on page, and AOV
-Repeated CTA at the bottom for users who scroll
-Light, wellness-focused design consistent with Upper Bodega’s visual identity
-Optimized for mobile — the brand’s highest-traffic device
Performance Metrics
This email became one of Upper Bodega’s top-performing campaigns, significantly outperforming ecommerce industry averages.
Engagement
-56.23% Open Rate (2× industry benchmark)
-7.49% Click Rate (far above average 2–4%)
Revenue Impact
- CA$2,647.31 in revenue directly attributed to this email
- 36 total purchasers
-CA$73.54 AOV
-CA$0.55 revenue per recipient — strong lift for a pre-order launch
Deliverability
(All categories rated Healthy by Klaviyo)
-0.42% bounce rate
-0.53% unsubscribe rate
-0.00% spam complaints
These metrics confirm excellent list quality, sender reputation, and audience engagement.
Execution Details
1. Hero Image & Headline
A bright, high-contrast hero section instantly captured attention and reinforced Coconut Cult’s premium brand identity.
2. Copywriting
Balanced excitement + education:
-“Coconut Cult is back 🥥” → urgency + hype
-Gut health benefits → builds value
-Clean ingredient messaging → appeals to wellness-focused customers
3. Product Grid
A structured layout showcasing multiple flavours with:
-product images
-flavour names
-clean spacing
This encouraged exploration and helped customers choose the flavour that matched their preferences.
4. Repeated CTA
A second PRE-ORDER NOW button at the bottom increased conversion rates by capturing readers after they processed the educational content.
Outcome
This campaign successfully combined:
-product promotion
-education
-conversion-focused layout
-clean design and strong merchandising
The result: a high-revenue, high-engagement campaign that reinforced Upper Bodega’s position as a trusted wellness retailer and generated strong pre-order demand for Coconut Cult.