Nutri Advanced delivers added value to its supplement customers with hyper-personalized email

One of Nutri Advanced’s best-selling products is its award-winning magnesium glycinate tablets, which customers purchase to help support a variety of health concerns including, sleep, muscle recovery, stress, energy levels and for overall health.

Nutri Advanced knew that a holistic approach to wellness is often more successful than supplementation alone and wanted to support their customers on the whole health journey. They designed a hyper personalised email automation that offered complimentary lifestyle tips as well as exploring the science behind the supplements personalised for the customers specific area of health concern.

Working with Dotdigital’s Professional Services team, Nutri Advanced has created a very successful fully automated four-stage email engagement program. The first email shares a useful video about magnesium glycinate and invites customers to share their reason for using the tablets (via a dynamic button within the email). Head of Digital at Nutri Advanced, Jenny Patman, explains: “As magnesium glycinate can be used for an array of health concerns it is important for us to understand which specific health concern they are looking to support so we can tailor our email content to truly add value to the customers health journey”.

With this insight connected to the email address, the customer will then receive three further emails that are sent via Dotdigital’s email automation system. Working with the Global Science team, these emails are timed to deliver relevant information and advice for the individuals health journey. These communications relate to how the product supports their specific concern. They include videos (with advice to help them remember to take the supplement consistently), as well as top tips from nutritionist experts about their health condition and lifestyle factors that can impact it.

The response from customers has been overwhelmingly positive with 95% of recipients stating that they found the email content useful. The company also received a resounding 99% recommendation of the brand, with 98% saying they would be making a repeat purchase of magnesium glycinate. Examples of customer feedback to the emails include: “I find all your emails useful, I like that they are easy to read and informative.” and “Nice to see emails following up with tips on how better to take magnesium glycinate, which time of day is preferable, or combined with what other supplements to enhance or avoid taking it with.”

ECRM Manager at Nutri Advanced, Lewis Trice. “It is great to see the feedback on this email automation project. The approach we have taken with Dotdigital is instilling even greater trust in our brand. It is great to hear that our customers feel we are a company that continues to support their lifestyle and wellness needs.”

The main objective of the project was to provide customers with a value-added service that was not being offered by other nutritional supplement suppliers. However, as a direct consequence, it has resulted in average order values doubling, with customers responding positively to recommendations of products that can be taken with magnesium glycinate in support of their condition.

Looking to the future, Nutri Advanced plans to explore how they can deliver the same level of expert personalised engagement to customers of other supplements within their product range.