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Amerisleep is a premium mattress company committed to delivering exceptional sleep experiences through innovative, eco-friendly, and customizable mattress solutions.

 

Established as a leader in the direct-to-consumer bedding industry, Amerisleep combines cutting-edge technology with sustainable practices to create high-quality sleep products that enhance customer well-being. The brand is known for its strong online presence, outstanding customer service, and dedication to customer satisfaction.

 

CHALLENGES

Rising digital advertising costs made acquiring new customers increasingly expensive, emphasizing the need to shift focus to improving customer lifetime value. Despite offering premium products, repeat purchases remained low, largely due to inconsistent post-purchase communication and underutilized customer data. 

WORKING DURATION

The retention marketing strategy was implemented over a focused six-month period in 2022 (Q3 & Q4), encompassing initial audits, strategy development, execution, and analysis.

AUDIT FINDING

Email campaigns performed below industry benchmarks due to limited segmentation and personalization, resulting in low engagement rates. A significant portion of customers became dormant after a single purchase, while upsell and cross-sell opportunities were largely overlooked.

Although the brand’s total revenue was down in Q3 to Q4, total attributed revenue from email was up by 91% compared to last year.

Results

Within six months, Amerisleep experienced significant improvements across key retention metrics:

  • Email Engagement: Open rates increased by 25%, and click-through rates improved by 30% due to personalized and segmented campaigns.
  • Repeat Purchases: Repeat revenue grew by 40%, driven by loyalty program participation and upsell campaigns.
  • Customer Lifetime Value (CLV): Average CLV increased by 19% as customers made more frequent and higher-value purchases.
  • Loyalty Program Enrollment: Membership in the revamped loyalty program grew by 42%, with increased engagement in reward redemptions.
  • Customer Reactivation: Our customer winback efforts converted 18% of dormant customers into active buyers within the first two months of implementation.
  • Customer Satisfaction: Feedback from post-purchase surveys indicated a 15% improvement in satisfaction, with customers citing more relevant messaging and timely recommendations.
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