Engaging customer journeys:
How Happy V got happier with 8X revenue growth
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Snapshot
Industry: Wellness
Happy V is committed to raising the standard for women's vaginal health by offering innovative, scientifically-sound products.
The direct-to-consumer company sought to educate and engage the Happy V community about vaginal health in a compelling, stigma-free way that encouraged product adoption. Our team worked alongside Happy V’s marketing team to create engaging foundational and educational email campaigns and personalized messaging opportunities throughout the customer journey to drive conversions and engender brand loyalty.
The results?
More purchases, brand loyalty, bigger order values, and of course, more happy customers.
Annual campaign revenue
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Annual flows revenue
Annual campaign revenue
Customers keep coming back!
Just when I was about to give up on probiotics, I tried Happy V’s and it’s been amazing for my vaginal health. I literally recommend it to everyone I know.
So happy I found these during perimenopause so it won’t be even close to what so many of my friends have said menopause can be.
Just when I was about to give up on probiotics, I tried Happy V’s and it’s been amazing for my vaginal health. I literally recommend it to everyone I know.
These products have been life-changing! After the third day, I noticed a difference!
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My favorite probiotic and prebiotic! It’s clinically proven to maintain the proper vaginal flora which has helped in preventing my UTIs.
These products have been life-changing! After the third day, I noticed a difference!
Growth Gurus - an extension of Happy V's marketing team
Happy V's marketing group ran just a few email automations in Klaviyo and needed help with conversions when they enlisted our team as their email marketing partner. Working closely with Happy V's Chief Marketing Officer, Tati McDaniel, we quickly became integral to Happy V's marketing efforts. We were tasked with setting up a strong foundation and rapidly expanding the company's customer base by taking its email marketing and customer journey strategy to the next level through personalization and automation.
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Building a foundation for growth
As a starting point, the Growth Gurus team developed foundational flows, including a welcome series and emails targeting "window shoppers" that abandon the site. Once these critical flows were in place and generating valuable customer data, we leveraged the data to construct a highly personalized automated customer journey. As the team tested and refined email flows and campaigns over time, we were able to create flows for each product with messages tailored to each user and product. These were sent out at appropriate stages of the customer's journey.
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“Growth Gurus has helped us to strategically segment our audiences, set up various email flows for our business, implement email capture opportunities on our website, and created a designed look and feel for each of those consumer-facing elements.”
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“As Elite Klaviyo partners, Growth Gurus harness the full potential of Klaviyo’s data-driven platform with precision. Their expertise enables them to selectively leverage Klaviyo’s capabilities according to their clients’ needs, transforming even the most basic functionalities into exceptional results. Growth Gurus’ adeptness with Klaviyo ensures that accurate data – not guesswork – leads marketing decisions at Happy V, forging their path to lasting success. Through our collaborative partnership with Growth Gurus, our teams will continue to bring mutual clients, like Happy V, personalized solutions, meticulous implementation, and ongoing support.”
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“Growth Gurus always recommends the best market integration partners. Justuno, has helped exceed Happy V’s email and SMS list growth experience. In the past 30 days, 532 conversions have happened during visitor sessions when visitors engage with on-site messages created in Justuno by the Growth Gurus expert team. The vast visitor behavior targeting improved Happy V’s custom on-site messages. Visitors engage more because we have the ability with Justuno to show custom messages based on source, previous on-site behaviors, and visitor action”
“It’s been an absolute dream working with the Growth Gurus and the Happy V team. Creating this loyalty program was something special because both teams wanted to ensure that we really made it an experience, and added value to their already loyal customers. We’re thrilled Yotpo was chosen as their partner of choice because our values aligned, and we knew the Growth Gurus team would deliver an epic program”
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“The Growth Gurus team has not only a wealth of knowledge regarding email marketing, but other integrated marketing communications as well, which we plan to tap into for our business soon. We foresee an extended collaboration with them, as we're very pleased with what has been accomplished thus far. Thank you, Growth Gurus - we couldn't be happier!”
Tati McDaniel
Chief Marketing Officer, Happy V
Capturing traffic and growing your subscriber list
As Happy V’s website traffic grew from sources such as TikTok, we expanded the range of Justuno-powered pop-ups, delivering targeted communications to prospective buyers based on the number of site visits, even before they opted in for emails. The results were remarkable: Happy V's email list grew by a staggering 1400% over a year and a half.
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Leveraging the foundation: Loyalty and higher order values
With increasing customer numbers and a dramatically growing email list, our team focused on turbocharging revenue growth through customer retention and higher average order value (AOV). We designed and implemented the Happy VIP Loyalty Program, using Yotpo, which allowed buyers to earn points for purchases, but also for leaving reviews, following and posting on social media and even for their birthdays. These points could be redeemed for product purchases and discounts. Now an integral part of Happy V’s ongoing marketing calendar, the immensely successful loyalty program continues to be leveraged in flows, campaigns, and key promotional events.
We fueled AOV by implementing creative strategies, such as promoting product bundles, featuring images of several products, and upselling and cross-selling messaging.
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The Happy V loyalty program added +26% in revenue per customer!
Recurring sales from subscriptions
+19%
Average value of each recurring order
+7%
Recurring sales from subscriptions
+65%
Leveraging surveys for personalization and loyalty at Happy V
Connection with the community is a pillar of the Happy V brand, and they collect customer data for personalization and retention and continuously improve customer experiences.
Using Okendo Surveys, we implemented a survey targeting customers who had previously purchased Happy V and requested they state their motivations for taking Happy V supplements. We labelled this internally as the "What's Your Why?" survey. With this data, we created a series of email flows and campaigns targeting those who filled out the survey with recommended products and tips to achieve their health goals.
The result? A 19% surge in recurring sales, a 7% increase in order value, and a remarkable 65% rise in subscription length. By consistently reminding customers of their goals, we continue to create a sense of value, necessity and achievement that builds loyalty.
Leveraging the foundation: Loyalty and higher order values
With increasing customer numbers and a dramatically growing email list, our team focused on turbocharging revenue growth through customer retention and higher average order value (AOV). We designed and implemented the Happy VIP Loyalty Program, using Yotpo, which allowed buyers to earn points for purchases, but also for leaving reviews, following and posting on social media and even for their birthdays. These points could be redeemed for product purchases and discounts. Now an integral part of Happy V’s ongoing marketing calendar, the immensely successful loyalty program continues to be leveraged in flows, campaigns, and key promotional events.
We fueled AOV by implementing creative strategies, such as promoting product bundles, featuring images of several products, and upselling and cross-selling messaging.
The Happy V loyalty program added +26% in revenue per customer!
Recurring sales from subscriptions
+19%
Average value of each recurring order
+7%
Recurring sales from subscriptions
+65%
Leveraging surveys for personalization and loyalty at Happy V
Connection with the community is a pillar of the Happy V brand, and they collect customer data for personalization and retention and continuously improve customer experiences.
Using Okendo Surveys, we implemented a survey targeting customers who had previously purchased Happy V and requested they state their motivations for taking Happy V supplements. We labelled this internally as the "What's Your Why?" survey. With this data, we created a series of email flows and campaigns targeting those who filled out the survey with recommended products and tips to achieve their health goals.
The result? A 19% surge in recurring sales, a 7% increase in order value, and a remarkable 65% rise in subscription length. By consistently reminding customers of their goals, we continue to create a sense of value, necessity and achievement that builds loyalty.
Everyone's Happy with the results
Happy V has enjoyed dramatically positive results from our trusted partnership. Through hyper-personalization of messaging and robust A/B testing, our team increased Happy V’s flow revenue by a staggering 230% and AOV by over 25% in the first year. The targeted loyalty program created an extremely engaged subscription customer base that more than doubled in lifetime value. By crafting a thoughtful, brand-relevant campaign marketing calendar, our team delivered over 800% growth in campaign revenue.
“The Growth Gurus team members have become an extension of the Happy V team. Our strong relationship and understanding of the brand make it much easier when it comes to key decisions. The Happy V team is open to testing new strategies and is passionate about learning about their customers. It’s an exhilarating partnership for our team to achieve the best results and to raise the bar continuously.”
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Olivia Thibault
Senior Specialist of Lifecycle Marketing,
Growth Gurus
Building on the foundations
With a solid email marketing foundation, Happy V’s new Creative Director has begun developing monthly campaign themes and related briefs to identify new target customers and build out new campaigns and content. Continuing our two years of collaboration, Growth Gurus are working closely with the Happy V team to outline a growth plan, including new strategies for increasing AOV and subscriptions to reach their future revenue targets.
