The National Fitness Brand was experiencing a steep decline in email channel performance that was starting to have a big impact on bottom line sales. They didn’t understand why their “tried and true” approach of high volume and high frequency was not performing as it used to.
Chameleon Collective conducted a deep dive into email engagement over time and learned that not only was the “tried and true” approach yielding the opposite of intended results, but it was also dramatically impacting Blink’s sender reputation, causing a large percentage of emails to be delivered to the SPAM folder. Armed with this information and industry best practices, we convinced Blink Senior Management to completely overhaul their approach.
We established a strategic segmentation strategy for both leads and members, and conceived, designed, and executed multiple personalized email “journeys” tailored to specific consumer behavior and actions with predetermined cadences. In addition, we partnered with a leading expert in email deliverability to repair Blink’s sender reputation.
900+% increase in leads conversion rates and a 300+% increase in member engagement with emails for the pilot alone. In addition, we successfully repaired Blink’s email reputation, with email deliverability now averaging 98% inbox placement consistently.
The Blink Fitness website where traffic was led to from our email segmentation strategy.
Inside one of our clients, Blink Fitness’, gym.