KetoKrate Email & SMS

KetoKrate Email & SMS

Overview

Working with the marketing team, I redesigned KetoKrate's primary lead capture form and welcome email series. By giving the form a simple user interface refresh, the user experience became good enough that 7.25% of all visitors were opting in – nearly 3x the 2023 average rate for food and beverage eCommerce opt-in. And with hot leads from the success of the opt-in, the welcome email series closed the deal with $2.41 revenue per recipient.

Additional Credits

Lead copywriter: Theresa Ross

Brand photography: Alicia Leigh Photo

Metrics

All peer metric comparisons are based on the food and beverage industry metrics from Klaviyo's 2024 Benchmark Report, based on analysis of over 325B emails sent with the Klaviyo platform in 2023. Metrics for my work last updated 9/4/2024.

The Problem

Opt-In Rate:

2.21

%

peer

Opt-In Rate:

2.36

%

Opt-In Rate:

2.21

%

peer

Opt-In Rate:

2.36

%

In May 2023, KetoKrate was collecting an average of 2 emails a day with a lead capture form that subtly slid in from the bottom right of the page, offered nothing tangible but instead 'keto fun', and had a large "No Thanks!" button. I'm not a fan of inescapable pop-ups that won't let you close out of them, but this one seemed like it was begging users to abandon. The CTA button said: "Email Me!", which, without offering any value just emphasized the idea that KetoKrate would be cluttering your inbox for no reason. The image didn't show a KetoKrate, and on mobile—where 82% of the traffic came from—the form was still a tiny slide-in form in the corner.

The Solution

Opt-In Rate:

7.25

%

peer

Opt-In Rate:

2.36

%

Opt-In Rate:

7.25

%

peer

Opt-In Rate:

2.36

%

The simplest initial updates were swapping the image to include a full KetoKrate and a person. The form is now a true pop-up as a lightbox without the large "no" button to invite abandonment, but retains the clear X in the top right.


For copy, an offer is made in multiple places but never specified, like "most exclusive offers", "something ✨special✨", and "Yes, I Want Deals!" The strategy is to make the offer as enticing as possible without specifying, and then to provide a high-value offer in the first email as a pleasant surprise to increase overall conversion rates.


While we definitely saw an initial jump from the design refresh, about 1 month later I added "No spam – just savings", and the submissions started to skyrocket. It's true…no spam! This form also gathered phone numbers in for SMS marketing, whereas the previous one did not. Asking for a phone number can increase abandonment by 37%, but we took the risk and it paid off.

Lead Flow Email 1: Welcome

Open Rate:

66.5

%

peer

Open Rate:

40.6

%

Open Rate:

66.5

%

peer

Open Rate:

40.6

%

Open Rate:

66.5

%

peer

Open Rate:

40.6

%

CTR

22.8

%

peer

CTR

1.49

%

CTR

22.8

%

peer

CTR

1.49

%

CTR

22.8

%

peer

CTR

1.49

%

CVR

7.6

%

peer

CVR

0.18

%

CVR

7.6

%

peer

CVR

0.18

%

CVR

7.6

%

peer

CVR

0.18

%

RPR

$

2.58

peer

RPR

0.16

$

RPR

$

2.58

peer

RPR

0.16

$

RPR

$

2.58

peer

RPR

0.16

$

A successful lead capture form must be able to send the leads somewhere, so in 2024 we completely overhauled our welcome flow. While undoubtedly colorful, this first design leans into the cleaner, more sophisticated parts of the brand. In the end though, the visual is only as good as the copy it supports. These successfully come together to present KetoKrate as part of a lifestyle.

A successful lead capture form must be able to send the leads somewhere, so in 2024 we completely overhauled our welcome flow. While undoubtedly colorful, this first design leans into the cleaner, more sophisticated parts of the brand. In the end though, the visual is only as good as the copy it supports. These successfully come together to present KetoKrate as part of a lifestyle.

A successful lead capture form must be able to send the leads somewhere, so in 2024 we completely overhauled our welcome flow. While undoubtedly colorful, this first design leans into the cleaner, more sophisticated parts of the brand. In the end though, the visual is only as good as the copy it supports. These successfully come together to present KetoKrate as part of a lifestyle.

Both are scrollable!

Both are

scrollable!

Both are

scrollable!

Lead Flow Email 2: Meal Plan

CTR

3.2

%

peer

CTR

1.49

%

CTR

3.2

%

peer

CTR

1.49

%

CTR

3.2

%

peer

CTR

1.49

%

CVR

1.7

%

peer

CVR

0.18

%

CVR

1.7

%

peer

CVR

0.18

%

CVR

1.7

%

peer

CVR

0.18

%

The ✨special surprise✨ from the lead capture form arrives in email 2, made even more accessible by presenting it as "Kelly's Meal Plan" – someone relatable who shows you how she pulls it off, with the help of KetoKrate. The meal plan is updated each month to include that month's KetoKrate snacks.

The ✨special surprise✨ from the lead capture form arrives in email 2, made even more accessible by presenting it as "Kelly's Meal Plan" – someone relatable who shows you how she pulls it off, with the help of KetoKrate. The meal plan is updated each month to include that month's KetoKrate snacks.

The ✨special surprise✨ from the lead capture form arrives in email 2, made even more accessible by presenting it as "Kelly's Meal Plan" – someone relatable who shows you how she pulls it off, with the help of KetoKrate. The meal plan is updated each month to include that month's KetoKrate snacks.

Lead Flow Email 3: Last Chance

CTR

7.1

%

peer

CTR

1.49

%

CTR

7.1

%

peer

CTR

1.49

%

CTR

7.1

%

peer

CTR

1.49

%

CVR

7.6

%

peer

CVR

0.18

%

CVR

7.6

%

peer

CVR

0.18

%

CVR

7.6

%

peer

CVR

0.18

%

Something about the 👀 emoji has always pushed some of our audience across the finish line in any context, including ads, email, and copy. This third email is short and sweet, reinforcing the value with some compelling social proof.

Something about the 👀 emoji has always pushed some of our audience across the finish line in any context, including ads, email, and copy. This third email is short and sweet, reinforcing the value with some compelling social proof.

Something about the 👀 emoji has always pushed some of our audience across the finish line in any context, including ads, email, and copy. This third email is short and sweet, reinforcing the value with some compelling social proof.

SMS Graphic & Copy: BOGO

CTR

0.8

%

peer

CTR

0.2

%

CTR

0.8

%

peer

CTR

0.2

%

CTR

0.8

%

peer

CTR

0.2

%

RPR

$

0.33

peer

RPR

0.14

$

RPR

$

0.33

peer

RPR

0.14

$

RPR

$

0.33

peer

RPR

0.14

$

As we collected more and more phone numbers via the lead capture form, I studied up on SMS marketing. This was our first SMS campaign, created, written, and sent by me.


GIF images have significantly higher conversion rates than static images, even when they're this simple. This campaign was responsible for a huge spike in signups, so many that I reached out to ops to compare numbers and make sure Klaviyo was pulling metrics correctly. It certainly taught of the value of SMS!

As we collected more and more phone numbers via the lead capture form, I studied up on SMS marketing. This was our first SMS campaign, created, written, and sent by me.


GIF images have significantly higher conversion rates than static images, even when they're this simple. This campaign was responsible for a huge spike in signups, so many that I reached out to ops to compare numbers and make sure Klaviyo was pulling metrics correctly. It certainly taught of the value of SMS!

As we collected more and more phone numbers via the lead capture form, I studied up on SMS marketing. This was our first SMS campaign, created, written, and sent by me.


GIF images have significantly higher conversion rates than static images, even when they're this simple. This campaign was responsible for a huge spike in signups, so many that I reached out to ops to compare numbers and make sure Klaviyo was pulling metrics correctly. It certainly taught of the value of SMS!

SHUFFLE!

All work © Kim Taylor 2024 unless otherwise noted.

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All work © Kim Taylor 2024 unless otherwise noted.

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SHUFFLE!
SHUFFLE!

All work © Kim Taylor 2024 unless otherwise noted.

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