Discover how Misfits generated 18x ROI on a VIP product drop via SMS

Misfits Health are the UK's fastest-growing health and wellness brand with a range of plant-based protein bars and shakes. They're on a mission to prove that vegan products can have the same impact, taste and performance as their animal based counterparts with an omni-channel DTC and retail strategy across the UK and USA.
Context from...
Josh Brockman
eCommerce Manager

The Problem

Misfits were looking for a way to cut through the noise of email marketing and build a more personal customer experience that drove greater revenue and retention. Misfits focused on 3 key areas of the customer journey to help solve these pain-points.

Specifically, abandoned carts to increase conversion at checkout, a post-order message flow to deal with customer CX issues quicker and build more insights into their customers, and product drops to increase the LTV of their most engaged customers.

The Solutions

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Automated message flow

The team at Misfits Health used Blueprint to build a personal post-order flow via SMS. This included order confirmation and dispatch updates to help solve CX issues quickly and a feedback request to gain insight into what their customers were thinking about their products. Replenishment prompts were also sent to remind customers they could easily reorder with one-click.

With this flow, Misfits Health were able to increase the LTV for any customers they had a 2-way conversation with by 19%. This increase was a result of being able to offer immediate CX support, enable seamless reordering, and gather feedback from customers orders. This demonstrates the value of building authentic, one-to-one dialogue with customers as part of an eCommerce strategy.

All of Misfits Health conversations were easily filtered into the Blueprint conversational inbox that synced customer data from Shopify to make it easy for their team to reply and serve these customers quickly and efficiently.

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1

Automated message flow

The team at Misfits Health used Blueprint to build a personal post-order flow via SMS. This included order confirmation and dispatch updates to help solve CX issues quickly and a feedback request to gain insight into what their customers were thinking about their products. Replenishment prompts were also sent to remind customers they could easily reorder with one-click.

With this flow, Misfits Health were able to increase the LTV for any customers they had a 2-way conversation with by 19%. This increase was a result of being able to offer immediate CX support, enable seamless reordering, and gather feedback from customers orders. This demonstrates the value of building authentic, one-to-one dialogue with customers as part of an eCommerce strategy.

All of Misfits Health conversations were easily filtered into the Blueprint conversational inbox that synced customer data from Shopify to make it easy for their team to reply and serve these customers quickly and efficiently.

Metrics 📈
19%
Increase in LTV with customers engaged in conversations
£28
Average order value
Top Tip 💡
Colloquialisms + TOV do really well. Adding an additional incentive to checkout increases conversion.
Top Tip 💡
Colloquialisms + TOV do really well. Adding an additional incentive to checkout increases conversion.
Top Tip 💡
Colloquialisms + TOV do really well. Adding an additional incentive to checkout increases conversion.
Misfits collected valuable insights from customers with post-order feedback flows.
"The 1-click checkout functionality is super smooth and makes it so easy to re-capture customers."
Josh Brockman
eCommerce Manager
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VIP product drop

Misfits Health had a strategy to launch their new Peanut Butter & Jelly protein bar through Blueprint exclusively to their most engaged SMS subscribers. The team created a password protected page and time-sensitive offer that was only accessible through SMS and dropped the range to their VIP audience. This strategy resulted in an incredible 11% conversion rate (more than 5x what's normally seen on email) and £3.32 revenue generated per message.

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2

VIP product drop

Misfits Health had a strategy to launch their new Peanut Butter & Jelly protein bar through Blueprint exclusively to their most engaged SMS subscribers. The team created a password protected page and time-sensitive offer that was only accessible through SMS and dropped the range to their VIP audience. This strategy resulted in an incredible 11% conversion rate (more than 5x what's normally seen on email) and £3.32 revenue generated per message.

Misfits communicate 1:1 with their customers using Blueprint.
Metrics 📈
12%
Conversion rate on SMS
£3.32
Revenue generates per message
Top Tip 💡
Top Tip 💡
Top Tip 💡
Misfits dropped their new limited edition bar via SMS and saw huge ROI.
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SMS abandoned carts

As the final part of Misfits Health strategy with Blueprint, we enabled a two-part SMS abandoned cart flow to help increase conversion at checkout and understand why customers were falling off. Misfits Health offered an additional discount and one-click cart recovery link to drive customers back to checkout.

This flow consistently converted at 9.2% across a 3 months period, breaking free from the 2% conversion on a traditional email abandoned cart flows. Misfits Health also integrated this flow seamlessly alongside their Klaviyo email flows to cover both bases.

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3

SMS abandoned carts

As the final part of Misfits Health strategy with Blueprint, we enabled a two-part SMS abandoned cart flow to help increase conversion at checkout and understand why customers were falling off. Misfits Health offered an additional discount and one-click cart recovery link to drive customers back to checkout.

This flow consistently converted at 9.2% across a 3 months period, breaking free from the 2% conversion on a traditional email abandoned cart flows. Misfits Health also integrated this flow seamlessly alongside their Klaviyo email flows to cover both bases.

Metrics 📈
Top Tip 💡
Top Tip 💡
Top Tip 💡
"Blueprint is changing the game for abandoned cart flows in eCommerce, and definitely outperforms traditional abandoned email workflows."
Josh Brockman
eCommerce Manager

Overall Conclusion

Misfits drove 18x ROI with Blueprint

Misfits wanted to drive revenue and retention through a personalised SMS post order flow, product drops and abandoned cart strategy. This focus quickly drove a 18x ROI on Blueprint over a 3-month period and enabled Misfits to double down on their rapid eCommerce scaling across the UK and USA.

The Results
19%
Increase in LTV for any customers engaged in a conversation
11%
Product drop conversion rate
9.2%
Abandoned cart recovery rate
18x
Overall ROI using Blueprint
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