We Rebranded 13 Seeds and Turned Email Into 70% of Their Revenue, Consistently

When I started working with 13 Seeds, they already had a loyal customer base and great products. The problem was everything else wasn't keeping up. Their branding and website were out of date, and marketing materials were turning new customers off before they even got the chance to try the product. 

See Before & After Email Designs Below

13 Seeds had a reasonably well established, loyal customer base who trusted the product and kept coming back, but the branding hadn't evolved with them. In a category like longevity, where trust and credibility do a lot of the selling, looking outdated was costing them new customers before they'd even read the product description.

The website wasn't set up to support conversion either. It lacked clarity and was missing key product education points. Flows were old and overlapping, still showcasing products that were no longer in the range, and most email campaigns relied on heavy discounts for sales.

We also noticed that despite having a strong email database, they were leaning too heavily on ads for acquisition instead of nurturing the customers they already had. As we mentioned, within the email side, most of the conversion came through huge discounts - a strategy that isn't sustainable. 

The Strategy

Step 1: Full Rebrand

We rebuilt the brand from the ground up and created a brand kit to keep everything consistent, across email, website and every other marketing material going forward. No more guessing what font or colour to use, it was all mapped out.

Step 2: Website Rebuild

We rebuilt the website to match the new brand and support conversion rate, so the first impression matched the trust the existing customer base already had in the product.

Step 3: New Flows

We rebuilt every flow from scratch and updated the Shopify integrations so that the correct customer behaviours were being pulled in to trigger the automations. We cleaned up and simplified, made sure everything reflected the new branding, and showcased the product range properly. 

Step 4: New Campaign Templates

We created new campaign templates to match the rebrand, so every send felt consistent with the rest of the customer experience. We created a strategy to convert buyers through education and value provision, rather than continuous discounts.

Step 5: Understanding The Demographic

13 Seeds' audience is aged around 45 to 75, and knowing your audience is key. This is a naturally more skeptical generation, less likely to jump on something new and more loyal to what's already worked for them. This means building trust is essential. We focussed on integrating this into the content with scientific research, authority figures, customer reviews and the right language choices. 

The Results

We're proud to see email now consistently generating over 70% of revenue.

• 75% of total revenue now attributed to email, consistently
• 145% increase in revenue compared to the previous year
  

In Summary

For 13 Seeds, our focus was closing the gap between how good the product actually was and how it looked to a first time customer, while putting their existing database to work instead of relying on ads.

We made sure new customers could develop the same trust the existing ones already had, and that customers who'd already purchased kept coming back. 

If your emails aren't reflecting the brand you've built, we'd love to help. Contact us today at hq@ranamedia.au and we'll see what we can do for you!