- Success Stories
- Recurring Notifications
- Outer Aisle
RECURRING NOTIFICATIONS
Outer Aisle
Increasing click-through-rate and sales with Recurring Notifications for Messenger
Outer Aisle
Brand
Paloma
Partner
SUCCESS STORY
Outer Aisle builds strong connections with its community, increases the average order value, and supercharges its click-through rate with Recurring Notifications for opted-in customers.
increase in Clickthrough rate (CTR) compared to SMS
increase in Clickthrough rate (CTR) compared to email
increase in purchase conversions
increase in average order value (AOV)
THEIR STORY
Healthy eating made easy
Outer Aisle makes low-carb gluten- and grain-free breads, pizza crusts, and wraps made with cauliflower and broccoli rather than flour. All ingredients are fresh and simple and offer one to two servings of vegetables in a delicious, convenient way. Customers can purchase individual Outer Aisle products or subscribe to weekly and monthly deliveries.
THEIR GOAL
A healthy online community
The company wanted to invite more customers to join its online community and sign up for recurring messages while also growing its sales channel and increasing delivery subscriptions.
THEIR SOLUTION
Maintaining a human touch
Some people are just beginning to eat healthy and aren’t sure where to begin. Others want to make sure the food they buy has key nutrients or fits their nutritional profile and goals. Determined to meet its community’s needs, Outer Aisle has crafted a low-carb alternative to breads and pizza crusts without preservatives.
Outer Aisle observed that it interacts in a more personalized way with its audience through Messenger than with email and other channels. “We have a community-first philosophy, so it’s super important that we convey to our followers that we are a company run by real humans who care about people who are trying to be aware of their nutrition choices,” says Raquel Luczo, Integrated Marketing Manager at Outer Aisle.
While Outer Aisle automates some of its Messenger workflows, it strives to maintain the human touch to keep a consistent, excellent customer experience. Automation helps the company filter easy, common questions, giving the team time to articulate heartfelt answers to more personal questions. To grow its sales channel and its online community, Outer Aisle partnered with Paloma, seasoned solution experts in automated ecommerce messaging on Messenger and Instagram.
Together, Outer Aisle and Paloma built a list of opt-in subscribers for Recurring Notifications on Messenger using click to Messenger (CTM) ads and sponsored messages. Those who signed up for Recurring Notifications received an immediate 15% discount. As the notifications shared special promotions and product drops, they performed well. Click-through rates went through the roof, showing a 3.4x increase compared to SMS and a 20x increase compared to email. In addition, the average order value was 30% higher, and more customers signed up for weekly or monthly subscription purchases over one-off purchases.
“We’ve observed that brands that use Recurring Notifications can send updates and opportunities to qualified customers in a consistent, transparent, and affordable way,” says Joyce de Mello, Director of Client Solutions at Paloma. “We were impressed to see how well Recurring Notifications converted leads for our clients.”
“For us, Recurring Notifications are low investment, low risk, and high return,” Luczo says. “We’ve noticed that the closer messages are to a customer’s device, the more personal and immediate they feel, so the click-through rate and ROI are much better. And because the solution is more personalized and cost effective, we’re now able to keep our community engaged with all our new initiatives.”
THEIR SUCCESS
A healthy click-through rate
Using Recurring Notifications for Messenger, Outer Aisle deepened its connection with its community, increased its click-through rate compared with email more than twentyfold, and increased the average order value by nearly a third.
- 3.4x increase in Clickthrough rate (CTR) compared to SMS
- 20x increase in Clickthrough rate (CTR) compared to email
- 2x increase in purchase conversion
- 30% increase in average order value (AOV)
“Recurring Notifications are low investment, low risk, and high return. The closer messages are to a customer’s device, the more personal and immediate they feel, so the click-through rate and ROI are much better. And because the solution is more personalized and cost effective, we’re now able to keep our community engaged with all our new initiatives.”
Raquel Luczo
“Brands that use Recurring Notifications can send updates and opportunities to qualified customers in a consistent, transparent, and affordable way. We were impressed to see how well Recurring Notifications converted leads.”
Joyce de Mello
PRODUCTS USED
Marketing Messages
Send re-engagement messages that drive sales, loyalty, and engagement across the journey.