Case Study: Madison Reed achieves 45% higher upgrade-to-subscription conversion with Iterable

Madison Reed Increases Subscription Rate by 45% With Iterable

Madison Reed is a fast-growing beauty brand that sells salon-quality at-home hair color and is expanding into physical Color Bars. The marketing team needed a better way to create highly personalized, cross-channel experiences to reduce early drop-off, increase subscriptions, and build long-term customer relationships.

They replaced their legacy system with Iterable, using integrations (Segment, Lob) to trigger real-time, data-driven workflows across email, SMS, and direct mail (including postcards) for onboarding, reorders, and reactivation. The result: upgrade-to-subscription conversions for Iterable campaigns were 45% higher than a control group, adding direct mail produced an incremental 3% lift, and automated cross-channel campaigns increased reorders, saved engineering time, and boosted customer lifetime value.

Madison Reed

Julia Papanek

Email Marketing Specialist