Email was an underutilized powerhouse for Good Culture, and we saw the potential to transform it into an engine for loyalty and discovery. While open and engagement rates were already strong, I saw an opportunity to revamp Good Culture’s CRM strategy to deepen relationships with loyalists, enhance customer insights, and build a stronger lookalike audience for advertising.

In partnership with Plata the Studio, we overhauled the CRM program from the ground up. By deploying healthy sender tactics and authenticating our sending domain, we increased inbox reach and cleaned up the subscription list with a sunset flow. We also elevated the signup experience with better form integration and cross-channel promotions, driving growth with new-to-brand consumers.

To nurture these connections, we developed a welcome flow introducing subscribers to Good Culture’s mission, products, and unique selling propositions, fostering deeper emotional ties to the brand. Bi-weekly email campaigns featured dynamic content beyond recipes—showcasing innovations, promotions, brand moments, and engaging trends that resonated with our audience.

The results were transformative: a 157% increase in open rates and a 3x increase in click-through rates, establishing email as a key driver of loyalty, engagement, and brand discovery.