Automated Messaging

Alpine IQ | Klaviyo | Adobe InDesign

Goal: Implemented a series of automated messaging flows to drive engagement and conversions among new and returning Giving Tree guests across in-store and online channels.

Developing Flows

Intro Flow: Welcomed new guests who subscribed online or visited in-store, introducing them to the Giving Tree core values, key product lines, and loyalty benefits through a personalized onboarding email series.
Abandoned Flow: Re-engaged shoppers who haven't shopped in 30-120 days by offering limited-time incentives such as bonus loyalty points or targeted discounts.

These automated campaigns were designed with branded visuals, clear CTAs, and segmented triggers to ensure relevance at every stage of the customer journey.

Exit Flow & Email Hygine

Following the creation of the welcome email flow was the abandoned engagement flow. This flow is meant to capture and re-engage guests who had not been opening emails or converting on purchases.

30 Days: Gentle reintroduction featuring new product highlights or community updates to spark curiosity and $10 off their next purchase. This comes as a break between typical email sends or daily deal communication.

90 Days: Delivered a $25 off their next purchase and an incentive-driven message designed to re-activate the guest before they are removed from future emails. This would preserve email hygiene and reduce the costs of email sends.

Bi-Annually: "Dormant" guests will receive one final email to re-integrate into the email flow. 50% off their next purchase! This is meant to capture snowbirds in Arizona and would work very well with guests above the age of 50 when sent during the October-November period.

Data & Results

Data showed that the initial welcome emails had a 10% open rate with an average conversion rate of 4%, later successfully moving over 10,000 people into the weekly deals email flow. Adult use and Medical use emails performed equally as well, showing no difference in performance despite demographic differences.

Win-back emails showed a successful trend in recovering guests who had not interacted with Giving Tree emails over the span of 30-90 days. Each win-back email showed between a 5-5.8% open rate with a 0.79-1.19% conversion rate. Despite the metrics, the campaign overall was significantly cheaper than new customer acquisition and showed a bump in AOV (Average Order Volume) due to the minimum spend goal.

Transition to Native Sales Platforms

To increase revenue through more profitable channels, marketing led an initiative to transition guests from third-party ordering platforms like Leafly into the brand’s owned e-commerce portal. By identifying these guests by transaction type and deploying targeted messaging, we successfully redirected traffic to our in-house platform. This strengthens customer data ownership, improving conversion efficiency, and unlocking access to exclusive promotions and loyalty points. This shift moved us towards a fully closed, brand-owned ecosystem that increased average order value, boosted retention, and drove materially higher margin performance.