Case Study: How Midnight Greens Generated an Additional $100K+ with an Automated Lifecycle Strategy
Challenge:
- Midnight Greens had a basic welcome and birthday recurring campaigns in AIQ, but lacked a broader automated lifecycle strategy for loyalty milestones, abandoned carts, and lapsed customers.
Objective:
- Build a lifecycle automation strategy that creates more opportunities for repeat purchases and revenue from Midnight Greens’ existing customer base through engaging offers, clear CTAs, that are triggered by birthdays and behavioral milestones.
Strategy:
- Add automated campaigns for loyalty point milestones, abandoned carts, and customer win-back.
- Use customer behavior, purchase recency, and loyalty activity to determine when customers received each message and what incentive they received.
- Rebuild the existing welcome and birthday campaigns with stronger purchase incentives, expanding the basic welcome message into a three-part series and giving birthday customers a clear reason to return and shop.
Hybrid handled the strategy, audience logic, timing, segmentation, offers, copywriting, design, testing, setup, reporting, and optimization within AIQ.
Execution:
Loyalty Program Welcome Series
When a customer signs up for Midnight Greens’ loyalty program, a series of emails is triggered to inform that customer of how the loyalty program works and incentivize future visits. Hybrid rebuilt Midnight Greens’ basic welcome communication into a personalized and attractive three-part series.
Welcome #1: Introduced Midnight Greens and explained how the loyalty program and reward tiers worked.
Welcome #2: Sent 10–12 days later with a discounted purchase offer to incentivize their next visit.
Welcome #3: Followed with an additional coupon to be used when the customer brought a friend who also shopped at Midnight Greens.
The series moved customers from brand and loyalty education into purchase and referral incentives.
Loyalty Point Notifications
When a customer has earned enough points for a reward, a series of five automated campaigns is triggered to prompt the customer to use their points toward their next purchase at Midnight Greens.
When a client earned enough points to earn a $5 – $70 redeemable reward, they would receive an email notifying them of that achievement. This ensured that reward points were used rather than remaining hidden away in their wallet, never to be seen.
Birthday
Hybrid rebuilt Midnight Greens’ simple “Happy Birthday” message into a campaign around an annual birthday incentive, sent on the customer’s birthday and available to redeem for 10 days following.
Abandoned Cart
Customers who left an online order unfinished received an automated reminder to return and complete their purchase.
Win-Back Series
Hybrid created four win-back campaigns based on how long a customer had gone without making another purchase:
Win Back #1: Sent when the shopper had not returned within the average return window of a regular customer. The message focused on the value of the Midnight Greens loyalty program and did not include an offer.
Win Back #2: Sent when the shopper moved beyond the average return window. The campaign added a strong points bonus to the customer’s next transaction.
Win Back #3: Sent when the shopper was well outside the average return window. The campaign offered a higher percentage discount on the customer’s next purchase when they met a minimum spend threshold.
Win Back #4: Sent when the shopper was considered lost based on the time since their last transaction. The campaign used an aggressive percentage discount to encourage another visit.
The incentive increased as customers went longer without purchasing.
The Results:
Within an 18 month period from full implementation, Midnight Greens’ lifecycle automations generated over $100,000 in additional revenue reported in AIQ.
KPIs
Open Rate
Click Rate
Conversion Rate
ROI
Midnight Greens generated approximately $177 in reported revenue for every $1 spent on AIQ sending credits.
Conclusion:
In a little over a year, the lifecycle automation strategy generated an additional $100,000+ in reported AIQ revenue, turning welcome, loyalty, birthday, abandoned cart, and win-back campaigns into ongoing sources of repeat revenue for Midnight Greens.
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