Pasta Evangelists
How Pasta Evangelists increased their email revenue by 134% with Audiens
About Pasta Evangelists
Pasta Evangelists feature a selection of meal kits with fresh, chilled pasta.
Customers choose 2+ dishes.
Orders are delivered weekly.
Cook at home in minutes.
Funnel
Pasta Evangelists wanted to focus on the bottom of their funnel
Awareness of Pasta Evangelists
Visit site
Browse Menu Choose Dishes Evaluation
First Purchase
Subscription
Increase repeat purchases
Questions
Where in the UK spends the most with us?
Does London order more?
Is there a correlationbetween first ordervalue and retention?
Is retention affected by first product and most recent product bought?
Pasta Evangelists were curious about what their data could tell them
Customer data
Pasta Evangelists imported their data from Shopify into Audiens
Pasta Evangelists connected their Shopify account to Audiens
Audiens automatically revealed high-value customers and other segments
Audiens’ algorithm generated recommended actions for campaigns
2.
1.
3.
Where customers spend
Audiens listed the highest and lowest spending counties in the UK
Dumbartonshire £63.02
Greater Belfast £53.75 Durham £63.29
Oxfordshire £123.27 Greater London £101.16 Surrey
Source: Shopify data January 2017 - June 2021 Map only counts counties with 500+ customers
£100.38
High £80+ per customer Low £0 - £19.99 per customer Audiens analyzed each London borough, showing where best to target London isn’t all high-spending Source: Shopify data January 2017 - June 2021 Map only shows boroughs with 200+ customers
Recommended action 1: Hyper-local campaign
Audiens recommended: Bid aggressively in high-spending areas and stop spending in low-spending areas. These can be calculated down to the postcode.
Bid aggressively here Stop spending here
London
Surrey
Greater
Oxfordshire DumbartonshireDurham Greater Belfast
Recommended action 1:
Hyper-local campaign
Audiens recommended: Bid aggressively in high-spending areas and stop spending in low-spending areas. These can be calculated down to the postcode.
Source: Shopify data January 2017 - June 2021 Highest spend per customer Spend more here Lowest spend per customer Spend less here G. Belfast £53.75 £123.27 £101.16 £100.38 £92.27 £92.10 £91.23 £91.07 £86.81 £85.57 £68.36 £68.35 £68.02 £66.95 £66.12 £65.66 £64.35 £63.29 £63.02 £84.58 DunbartonshireDurhamCounty AntrimMerseyside FifeNorthamptonshireSouth YorkshireLancashireDevonGreater London Surrey Oxfordshire Buckinghamshire City of EdinburghCambridgeshire Hertfordshire Berkshire North Lanarkshire East Sussex
purchased
Variety is key
(first
(lifetime)
day of month of first order month of first order
p value - correlation coefficientunits
in first order distinct products purchased
order) distinct products purchased
~ 0.92
The wider the variety of products purchased over their lifetime, the higher the lifetime order value.
Audiens then found the variables associated with high customer lifetime orders
Source: Shopify data January 2017 - June 2021
Positioning statement
Audiens suggested a new positioning statement for Pasta Evangelists based on its findings
Original Audiens’ suggestion
Variety
To: What: Versus: Is: To: What: Versus: Is: High-spending counties Our range of exotic pasta dishes Other dishes
Everyone Our best-selling pasta dishes Other dishes Consistency
Recommended action 2:
Showcase the catalogue
Audiens recommended:
We know the drive of customer quality is through sampling lots of products, especially the more unusual, exotic products.
Showcase more exotic products instead of just the best-selling products.
Pasta Evangelists ran a test
Pasta Evangelists A/B tested an email campaign, swapping a best-selling product with an ‘exotic’ product
Carbonara Squid Ink Ravioli
AfterBefore
17,220 emails sent in control, 17,217 sent in test
Emails both sent on 8th July 2021 in an A/B test
Results
The test was a resounding success
open rate
orders
CTR
AOV
17,220 emails sent in control, 17,217 sent in testEmails both sent on 8th July 2021 in an A/B test 25% Avg
Highest +39% 8% Avg
Highest +31% 5% Avg
Highest +14% Avg
Highest +105% 43%
Results
The test was a resounding success
52%
Avg Revenue Highest +134%
17,220 emails sent in control, 17,217 sent in testEmails both sent on 8th July 2021 in an A/B test
Audiens then keeps making suggestions Recommended action
2, 3, 4, 5, 6, 7,
Example data not from Nue Hoops
Using Audiens, Pasta Evangelists were able to
Discover where to focus their advertising budget
Decide what content to include in their email campaigns
Increase their average revenue by up to 134%
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