How OneGreen Keeps VIP Customers Coming Back
In an ultra-competitive organic and wellness market, OneGreen has found the secret to success:
When your products really work, you win customers’ trust.
The brand offers a full suite of babycare, personal care, food and beverage, fashion, home and
various other category products, all designed to awaken, nourish and empower individuals to make
more informed choices about their health and well-being.
Wholesale accounts — including YogaBar, The Moms Co. and The Whole Truth — have been
instrumental in getting the brand to where it is today, on OneGreen.in the team can speak directly
with customers and offer benefits like a gifting program and discount codes.
Still, even the most loyal customer sometimes needs a reminder to re-up when their favourite product is getting low. To deliver effective nudges, the brand had to make sure its messages weren’t getting lost in the digital noise. It took a chance on a pilot postcard campaign with Conwert and was blown away by the results.​
"Across just the first winback pilot campaign with 523 cards, the brand saw Rs.50,400 in business pipeline with Rs. 14,400 in sales off the coupon codes alone."
The Problem: Customers Are Inundated With Emails
When a customer buys a product from OneGreen, the brand has a good idea of when they’ll be due
for a re-order, since most of the products are usually designed to be consumed within 30-60 days.
Reaching them at that point has gotten more challenging, though.
Like most advertisers, the brand’s paid performance and social media marketing has taken a hit
year-over-year due to rising advertising costs & decreased reach. And while email still brings in
significant sales, the channel has suffered from deliverability issues and reduced open rates.
OneGreen had a goal for the pilot - it wanted to circumvent customers’ inboxes, where countless
brands are jockeying for their attention.
“They're getting our emails every day, I'm sure," Abhijit, Co-Founder of OneGreen said. "But they're getting everybody's emails."
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The Promise: Connecting in the Right Way at the Right Time
OneGreen wanted to target customers who had transacted in the last 30 days and whose average
order value was for >Rs.1000.
The reminder through Conwert’s postcard isn’t drowned out by a slew of other email offers or
forgotten under Gmail’s “Promotions” tab. It’s right there in customers’ hands.
Plus, with a limited-time 30%-off coupon code, there’s motivation to act quickly.
The discount is a particular selling point because it is not available anywhere on OneGreen’s website or other digital channels.
The Postcard: A Pop of Green and Hero Products
If anything is going to stand out in a mailbox full of junk mail, it’s a popping green postcard.
OneGreen’s signature color palette worked in its favor here, providing a backdrop for its crisp
imagery and upbeat copy.
The front of the postcard features brand ambassador Rannvijay with an invitation to save extra with
an exclusive deal. The back has a hero shot of the brand’s top-selling products — across brands —
to encourage recipients to try out additional SKUs.
The Payoff: Five-Figure Sales + DTC Margins
As soon as the postcards hit mailboxes, the OneGreen team began seeing results.
The pilot VIP winback campaign that offered a site-wide coupon, which gave customers the freedom
to buy the products of their choosing at a discount - was a big hit.
This postcard campaign was sent to 523 recipients and generated Rs.14,400 in actual sales.
These are especially stellar results when you consider that the brand is benefiting from DTC margins on these sales — and, in many cases, full-price margins as well.
Across the pilot campaign, the brand saw Rs.50,400 in business pipeline built through unique QR
code scans.
The OneGreen team was excited by the uptick in sales following the mailing. “It was really great,”
Abhijeet said. “We were pleasantly surprised to see that postcards deliver these types of results in
India.”
The team is now planning multiple & much larger campaigns with thousands of postcards for various
customer cohorts.