Plenish
After years of fighting off illness and fatigue, Plenish's founder Kara, had a breakthrough when a nutritionist transformed her diet with nutrient-rich, cold-pressed juices. So she started making them in her kitchen using the finest organic produce she could find. First, they were just for her, then for friends, and eventually, she started a website. Over a decade later, Plenish's shots & plant-based m*lks are now sold in thousands of stores across the UK. While Plenish has grown, its mission remains the same: helping humans drink their way to wellness.
The primary ask for ChameleonCRM was to help with the delivery, optimisation, QA, reporting and analysis of Plenish’s weekly campaigns, with an additional focus on improving overall email deliverability. We were also asked to review existing flows/journeys and set up new ones. Finally, we were tasked with developing a contact strategy for Plenish’s CRM as a whole.
The brief
Steps to success
Audit of audience and lists within their ESP, plus creation of new segments to improve targeting
Regular monitoring of deliverability score, with various measures implemented to improve this (including suppression of unengaged customers and authentication)
Specialist design input to improve the look and feel of campaigns. Created distinct templates for newsletter and promotional emails, ensuring these aligned with Plenish’s brand guidelines
Optimised existing Welcome flow, with a reduction in the number of messages within the journey, and a rebuild of the first email
Built new subscription flow, including design and development of two fresh templates
Created a new monthly report, providing detailed analysis and insights into performance
Set out a comprehensive contact strategy, covering a full suite of comms from the awareness phase, through to onboarding and engagement
The recovery in our deliverability score since ChameleonCRM came on board has been remarkable, and Nic has done a great job getting us on track. More generally, the campaigns Nic and the team produce are of the highest standard – both in terms of design and content – and we continue to be impressed by their willingness to go the extra mile. Chameleon has also opened up new revenue streams for us by both optimising existing flows and creating new ones. The value we now get from CRM versus the resource required has had a hugely positive impact on our bottom line, and we look forward to keeping this momentum going as we continue our fantastic working relationship with them.
CRM Director, Plenish
Client verdict
85% uplift of the deliverability score
58% increase in YoY revenue for H2 2024
More-than- threefold increase in YoY flow/journey revenue
Campaign click rates increased by 68% YoY
73% uplift in Welcome journey CTR
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