Case Study: Helix Sleep achieves 13% higher conversions and 27% fewer unsubscribes with Optimizely Data Platform

Helix Sleep drives more revenue by sending fewer emails

Helix Sleep, an e-commerce mattress and bedding brand that creates made-to-order, personalized sleep solutions, faced a challenge turning its product-level personalization into an equally personalized digital experience. Rigid, three-bucket email segmentation and a high share of anonymous visitors meant customers received mass, poorly targeted sends, often entering multiple campaigns and getting irrelevant messages.

By adopting Optimizely Data Platform to unify data, resolve anonymous sessions into customer profiles, and use priority groups and machine learning to trigger behavior-based nurtures, Helix Sleep implemented dynamic shopper qualification that adapts with repeat visits and engagement. The result: conversion rose 13%, open rates increased 16%, unsubscribes fell 27% — and Helix now sends fewer, more relevant emails while driving more revenue.

Helix

Laur Fiatoa

Senior Growth Marketing Manager