Case Study: Gaiam boosts engagement and re-engages inactive customers with Alchemy Worx Audience Management

Gaiam lifts clicks 9% with Alchemy Worx

The customer, Gaiam, a leading lifestyle brand, faced the challenge of its email marketing primarily targeting a small segment of active customers while largely ignoring the larger inactive portions of its list. This approach potentially missed significant re-engagement opportunities. Gaiam partnered with the vendor Alchemy Worx to test if a comprehensive Audience Management strategy could address this.

Alchemy Worx implemented a test comparing their Audience Management strategy, which increased email volume to inactive segments, against Gaiam's standard approach. The results were significant: the test group saw a 10% increase in engaged users. Inactive buyers were 38% more likely to re-engage, and previously unengaged non-buyers were 55% more likely to make a purchase. Overall, Alchemy Worx helped Gaiam achieve a 9% lift in clicks and a 4% decrease in unsubscribes.

Gaiam