Email Marketing for The New You Plan

I worked with The New You Plan from November 2023 through to April 2024.

The New You Plan is a well-established UK-based company specialising in nutritionally complete meal replacements and protein snacks.

When I began working with them, they had an impressive 250,000 email subscribers and were generating 8-figure revenue. Despite this strong foundation, I identified several areas for improvement in their email and SMS marketing strategies and made some key data-driven decisions.

I paired these strategic decisions with adopting a strong brand tone of voice, strong brand seasonal messaging and added strong creative elements that were eyecatching, which produced some incredible results!

For ongoing management of the account, I ran thorough and extensive A/B testing which was well documented to share across the team cross-functionally.

Key initiatives and results:

- Increased email campaign frequency to a minimum of four per week, focusing on customer success stories and community content.

- Took full ownership of copy, design, and strategy, resulting in a 35% average increase in click rates and a 15% improvement in open rates.

- Elevated Klaviyo attribution from 29% to 45% as a monthly average.

- Introduced exclusive email subscriber sales, generating six-figure daily revenues from email and SMS alone.

- Overhauled all email flows, enhancing engagement and order rates.

- Developed a post-purchase nurturing flow that quickly became a valuable business asset, serving as a "coaching email sequence" for customers.

- Improved opt-in rates on pop-ups to an average of 9%.

- In SMS marketing, significantly boosted sign-ups and increased attributed revenue to 38% of total Klaviyo-attributed revenue, with SMS click rates consistently exceeding 20%.

- Ensured all flows and messaging was on brand and seasonally appropriate

- Ran thorough A/B testing on the account, taking key learnings to further enhance results

- Worked cross-functionally across the team to use success stories and content from other areas of the business to deliver powerful messaging to customers at every stage of their dieting journey

Taking a completely fresh and 'all-in' type approach to a key marketing channel at The New You Plan demonstrated my deep understanding of the customer journey. The success of these initiatives ultimately led to an offer for a full-time contractor position as Head of Sales & Marketing.

This experience showcases my ability to analyse, strategise, and execute high-level marketing initiatives that deliver tangible, impressive outcomes.