The document discusses how a Brazilian weight loss program called "Dieta e Saúde" implemented an email marketing user lifecycle program to increase sales and engagement while reducing daily effort. They mapped user journeys, tracked user behavior, and sent tailored emails at different points, such as introducing the product to new users, following up on abandoned carts, and more. This increased email opens by 125% and resulted in 50% of new subscriptions coming from these automated emails with almost no daily effort required.

1. Dieta e Saúde
How Email Marketing represent 50% of all new subscriptions with no day by day effort

2. Agenda
 Background
 Marketing objectives
 Tactics and strategies employed

3. Background
 “Dieta e Saúde” (english: “Diet and Health”) is the largest weight loss online
program in Brazil with revenue based on a paid subscription model. Since
2004, our most important sales channel is Email Marketing; almost 50% of
our sales come from Emails with an operations team dedicated to produce
emails one by one with no segmentation. To focus on build relationship to
our mobile app users, we needed to be more effort efficient.

4. Marketing Objectives
Our primary goals was:
 Increase sales
 Engage (and retain) users
 Reduce effort to focus on other channels (Push Notification, Facebook
Notification, etc) and more sofisticated segmentation

5. Tactics and strategies employed
Summary:
The base of our strategy was to understand in which moment we are with our
user/prospect to drive the better communication. Also, we believe that we
need to keep in touch all the time respecting the engagement each user
have with us. To achieve that “rules” we developed our User Lifecycle
program.

6. Tactics and strategies employed
User Lifecycle:
Prospects
Ready to buy? Yes Hard sell series
No
Editorial Seasonal
series
Evaluate again
Cart abandoned
series
Havepaid?
Sim
Payment
confirmation
Não
Payment remainder
series
Lead New User?
Introduce Product
series
Yes
No
Becomepaid
subscriber?
Yes
No
No, but came to payment page
Welcome + tutorial
series

7. Tactics and strategies employed
How we did (overall):
 Map our communications
 What to say in each step of user lifecycle?
 Track users (javascript + server-side code and SQL Server database)
 Which page have you seen?
 When have you seen?
 Define clusters (SQL Server queries)
 Who are the people to hard sell?
 Who are the people to introduce our product?
 Integrate with Email Service Provider (ExactTarget)

8. Tactics and strategies employed
Introduce Product series:
 Map our communications
 What our product do?
 What are our success stories?
 What will you get subscribing to?
 Track users (javascript + server-side code and SQL Server database)
 We need to track at least the basic data: when did you signed up?
 Define clusters (SQL Server queries)
 Based on the signup date
 Integrate with Email Service Provider (ExactTarget)
 Daily batch integration

9. Tactics and strategies employed
Cart abandoned series:
 Map our communications
 Did you have some trouble? Try again.
 Is it expensive? Here’s a coupon.
 Don’t want to use Credit Card? Here’s other options.
 Track users (javascript + server-side code and SQL Server database)
 When did you abandoned the payment page?
 Define clusters (SQL Server queries)
 Based on the time (when to send)
 Integrate with Email Service Provider (ExactTarget)
 Triggered sends (ie. each person receives in the better time to her)

10. Results
 Reduce effort on email operations (day by day) to virtually zero
 50% of all new subscriptions coming from effortless emails
 125% increase in email opens (8% to 18% average open rate)
 Focus the effort in other channels