Email Spotlight: Gaia

According to Experian, emails with personalization yield 6x higher transactional rates. That number shouldn’t surprise any of us. As marketers, we know how powerful personalization can be – that’s why nearly 70% of marketers are striving to do more of it.

The challenge

Gaia, a conscious media platform streaming more than 8,000 videos, knew that their customers would love a personalized experience featuring their unique yoga journeys. The problem? Creating an email of this complexity wouldn’t be easy to execute considering all of the variations of creative and data involved.

But thanks to Movable Ink, Gaia was able to use one HTML file to power three layout variations based on a member’s frequency of yoga practices and engagement.

Here’s what the email looked like:

Within each layout, member data helps Gaia personalize the current month’s yoga practice, total practices to date, percentage to their goal and percentage of practices compared to the average Gaia member.

Gaia also serves dynamic video recommendations based on members’ level of yoga expertise, ranging from beginner to advanced.

The results

This email saw an 87% lift in click-through rates, a 51% lift in click-to-open rates, and a 7% lower unsubscribe rate compared to other emails.

“We were able to create a hyper-personalized email for the majority of our audience, while also learning more about what our members want,” said Melissa Donohoe, Retention Marketing Manager at Gaia. “We’ve learned that our members want to track their goals and have used that to support future product enhancements.”

In addition to the fantastic results, the team at Gaia discovered that the most-clicked link in the email was for the ‘track your goals’ functionality that wasn’t available to members prior to the email test.

Want to see more inkredible emails? Download our lookbook: the Summer Inkredible 5!