Re-engaging the Healthy Way: How Minifarm Achieved a 570% Increase in Email Transactions

The Challenge

Despite having an established online presence since 2017 and a substantial subscriber list, Minifarm struggled with converting their digital audience into active customers.

• Large but unengaged subscriber database.
• Unusually low email contribution to total website traffic (0.27%).
• Poor overall email performance and low opt-in rates.
• High churn rates among existing leads and customers.
• Inconsistent communication frequency, limited to one email per month.

Our Approach

We executed a comprehensive strategy consisting of 6 key initiatives to turn email marketing into a high-impact sales driver:

1. Marketing Automations: Launched welcome series, abandoned cart, and browse abandonment sequences to stimulate conversions.
2. Template Redesign: Overhauled the “product catalog” look into a personalized template with editorial content, category headers, and advice sections.
3. Strategic Calendar: Increased frequency from 1 to 8 emails per month based on seasonality and customer preferences (e.g., skincare and baby products).
4. Granular Segmentation: Implemented targeted communication based on product and brand preferences to increase relevance.
5. Visitor conversion: Implemented strategic website sign-up forms offering gifts for first purchases to accelerate database growth.
6. Systematic A/B Testing – Tested subject lines and send times to optimize open rates and better understand subscriber behavior.