Audiens Case Study: Pasta Evangelists

Case study

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 Pasta Evangelists were curious about what their data could tell them

Where in the UK t spends the mos with us?

Is there a correla tion between first ord er value and retent ion?

Does London order more?

ted Is retention affec and most by first product ought? recent product b

Customer data Pasta Evangelists imported their data from Shopify into Audiens

1. Pasta Evangelists connected their Shopify account to Audiens

2. Audiens automatically revealed high-value customers and other segments

3. Audiens’ algorithm generated recommended actions for campaigns

Where customers spend Audiens listed the highest and lowest spending counties in the UK

Dumbartonshire Greater Belfast Durham

£63.02 £53.75 £63.29

£100.38 £123.27 £101.16

Source: Shopify data January 2017 - June 2021

Oxfordshire Greater London Surrey

Map only counts counties with 500+ customers

London isn’t all high-spending Audiens analyzed each London borough, showing where best to target

High £80+ per customer

Low £0 - £19.99 per customer

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

Greater London

Stop spending here

Surrey

Oxfordshire

Durham

Dumbartonshire

Greater Belfast

Highest spend per customer Spend more here

Source: Shopify data January 2017 - June 2021 G. Belfast

£53.75

£63.02

£65.66

Fife

Dunbartonshire

£66.12

Merseyside

£63.29

£66.95

Northamptonshire

Durham

£68.02

South Yorkshire

£64.35

£68.35

Lancashire

County Antrim

£68.36

£84.58

Devon

East Sussex

£85.57

£91.07

Hertfordshire

North Lanarkshire

£91.23

City of Edinburgh

£86.81

£92.10

Cambridgeshire

Berkshire

£92.27

£100.38

Oxfordshire Buckinghamshire

£101.16

Surrey

Greater London £123.27

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.

Lowest spend per customer Spend less here

Variety is key Audiens then found the variables associated with high customer lifetime orders units purchased in first order

distinct products purchased (first order)

distinct products purchased (lifetime)

~ 0.92 p value - correlation coefficient

day of month of first order

month of first order

The wider the variety of products purchased over their lifetime, the higher the lifetime order value.

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

To:

Everyone

To:

High-spending counties

What:

Our best-selling pasta dishes

What:

Our range of exotic pasta dishes

Versus:

Other dishes

Versus:

Other dishes

Is:

Consistency

Is:

Variety

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

Before

Emails both sent on 8th July 2021 in an A/B test

After

17,220 emails sent in control, 17,217 sent in test

Results The test was a resounding success

8% Avg open rate Highest +31%

43% Avg orders Highest +105%

Emails both sent on 8th July 2021 in an A/B test

25% Avg CTR Highest +39%

5% Avg AOV Highest +14%

17,220 emails sent in control, 17,217 sent in test

Results The test was a resounding success

52% Avg Revenue Highest +134%

Emails both sent on 8th July 2021 in an A/B test

17,220 emails sent in control, 17,217 sent in 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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