The Beauty of Saving Subscribers

PRODUCING POSITIVE SENTIMENT
(IN SPITE OF A PRICE INCREASE).

To mitigate churn ahead of their price increase, IPSY asked us to create an email announcement and dedicated LP that would explain the new corresponding benefits and help retain customers.

  • %

    Email
    Click-Through Rate

  • %

    Lower churn
    than industry benchmarks

  • %

    Upgraded to
    annual plan

LIFT via integrated channels:

Email Creative

IPSY asked us to strategize the best way to inform current customers of the upcoming price increase and the new availability of the “choice” feature—which allows users to personally select one makeup product per month. This creative went out to 3.1 million subscribers and drove a 73% click-thru-rate.

Landing Page

The landing page we created to accompany the email announcement provided simple, straightforward details about all aspects of the IPSY shift. We outlined what’s different, created an easy-to-understand comparison chart and introduced a brand-new package option. The landing page drove strong conversions, with 6% of current members upgrading their subscription from monthly to annual.