Daily Elements: Turning Lifecycle Strategy Into Scalable, Sustainable Growth in a Crowded Market
Daily Elements operates in one of the most saturated verticals in e-commerce: supplements — and more specifically, greens. The product itself was strong, and early traction showed potential. But as competition grew and acquisition costs climbed, the brand faced a familiar challenge:
Tags
What We've Done Together
80%+
Increase in Email/SMS Subscriber-to-Purchase Conversion Rate
6.5x
ROAS exceeded
60%
Website pop-up opt-in rate
How do you drive profitable, sustainable growth — without leaning entirely on discounting or short-term sales tactics?
With a single-SKU, subscription-led model, they faced challenges that many wellness brands encounter:
- Rising acquisition costs in a saturated market
- Limited levers to grow AOV or deepen product usage
- A subscription model vulnerable to churn and fatigue
- Flows and campaigns overly reliant on promotions
- A customer journey that didn’t differentiate the brand beyond “another greens powder”
To succeed, they couldn’t rely on discounting or one-time offers. They needed a scalable, profitable lifecycle system that would:
- Convert more visitors into high-LTV customers
- Retain and educate new buyers post-purchase
- Reactivate lost customers with smart, personalized messaging
- And make the brand stand out — not just with a better product, but a better customer experience
The Challenges They Had From An Email/SMS Only Team
While the product converted reasonably well, there were structural limitations:
- Most revenue came from just 1–2 flows
- There was no meaningful journey post-purchase
- Churn from subscribers was silently eroding LTV
- Campaigns were infrequent and leaned heavily on offers
- And critically, there was no cohesive lifecycle strategy connecting acquisition, retention, or reactivation
This wasn’t a content problem. It was a lifecycle architecture problem.
Our Approach
We partnered with Daily Elements to rebuild their retention ecosystem — not just to patch flows or design better emails, but to architect a system that could support scalable growth across acquisition, retention, and re-engagement.
We focused on four core pillars:
1. Reframing the Lifecycle Around the Realities of Their Model
Unlike multi-SKU brands, Daily Elements couldn’t rely on bundling, upsells, or cross-sells to grow revenue. And unlike many greens brands, they didn’t want to compete on discounts alone. That meant:
- Every first purchase needed to be maximized
- The onboarding experience had to drive usage and trust
- Churn mitigation was a strategic priority, not an afterthought
So we focused the lifecycle around:
- Education-first flows to build trust and conversion
- Behavioral sequencing based on usage patterns and reorder timelines
- Personalized content and segmentation to make every message relevant
- Retention logic tied to the reality of subscription fatigue
We rebuilt their lifecycle across key stages — Welcome, Abandonment, Post-Purchase, Replenishment (EDNO), Winback, and Subscription Flows — with logic driven by behavior, not just timing.
2. Campaign Strategy Designed for Education and Brand Differentiation
Rather than rely on weekly offers or endless promos, we created a campaign calendar built on:
- Seasonal health concerns (gut health, immunity, fatigue)
- Wellness education and transparency
- Subscriber-first messaging and exclusive moments
- Offers with purpose — not just discounts for revenue spikes
This helped Daily Elements cut through the noise and reinforce their value prop without racing to the bottom. And it allowed campaigns to play a deeper role in the customer journey — not just as revenue spikes, but as value reinforcement.
3. Launching Direct Mail as a Net-New Lifecycle Channel
[Insert layering approach visual]
Once the digital lifecycle was optimized, we added direct mail to expand reach and unlock revenue from customers no longer reachable by email or SMS.
This included:
- Lapsed buyers, 45–90 days since last purchase
- Unsubscribed contacts with previous intent
- One-time purchasers who hadn’t responded to flows
Direct mail was positioned not as a branding tool, but a performance layer — retargeting customers with personalized, benefit-forward messaging.
Impact:
- ROAS exceeded 6.5x
- 4x higher conversion rates from disengaged audiences
- Net-new revenue from lifecycle moments that digital couldn’t recover
4. A High-Performance Q4, Enabled by Lifecycle Infrastructure
Heading into Q4, the challenge wasn’t just to drive short-term sales — it was to acquire new customers who would remain profitable and high-LTV into 2025, rather than attracting discount-driven, high-churn buyers.
We supported Daily Elements through a complete Black Friday/Cyber Monday plan, including:
- A rebuilt BFCM flow sequence for pre-sale, live sale, and post-sale nurturing
- SMS and email coordination for high urgency and timing control
- Cart and browse flows adjusted for tighter re-engagement windows
- Flexible campaign strategy that adapted in real time once early results exceeded expectations
When the team saw record-breaking sales during Black Friday, we extended the offer into December — retooling content and cadence in real time to maintain momentum without burning out the list.
Outcome:
- 80%+ Increase in Email/SMS Subscriber-to-Purchase Conversion Rate: Indicates that a much larger percentage of new subscribers were converted into first-time customers during Q4 compared to the previous period.
- 60%+ Increase in Website Pop-Up Opt-In Rate: Suggests significantly more new leads were added to the funnel during Q4, fueling top-of-funnel growth.
- Post-Q4 30-Day LTV: Increased by over 25% YoY, meaning new customers acquired in Q4 were not only purchasing — they were retaining value and returning post-sale.
- Post- Q4 Repeat Purchase Rate: Improved by over 20% YoY, indicating Q4 cohorts didn’t churn after the sale but instead re-engaged via flows and campaign nurture.
Results Overview
(June 2024 – June 2025 vs. prior period)
- New subscriber conversion rate ↑ 80%+
- Repeat purchase rate ↑ 20%+
- 30-day LTV ↑ 25%+
- Website pop-up opt-in rate ↑ 60%+
- Flow-attributed revenue ↑ 115%
- Campaign revenue ↑ 90%+
- Direct mail: ROAS 6.5x+, with 4x conversion over typical digital recovery flows
Key Takeaway
In a saturated category where discounting is the default and churn is expensive, Daily Elements needed a different path forward.
Lifecycle marketing became that path — not as a set of tactics, but as a strategic foundation for profitable, scalable growth.
It helped them:
- Convert more leads without eroding brand value
- Retain and educate first-time buyers through structured flows
- Reduce reliance on promotions
- Expand beyond digital with physical reactivation (direct mail)
- And ultimately, build a brand experience that could stand out — not just survive
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