Case Study | Reformed

PROJECT OVERVIEW

Reformed, a fast-growing wellness brand focused on premium collagen beverages, approached Locorum Media with no existing email or retention strategy. They wanted to capitalise on November, particularly Black Friday, to drive revenue, grow their email list, and retain their growing customer base.

We implemented a comprehensive retention marketing strategy, updating flows, optimising campaigns, and designing high-performing pop-ups. The results speak for themselves:
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‍+206% increase in revenue from Klaviyo.
+217% increase in flow conversions.
+66% growth in returning customer purchases.
+66% increase in subscriber growth.
95th percentile performance for pop-ups in their industry.

‍Reformed is now a benchmark for retention success in the wellness space, showcasing how a robust strategy can transform customer relationships and revenue streams.

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+71% Increase in form submit rate.

Pop-Up Optimisation: Setting the Foundation for Success

We redesigned and tested their pop-up strategy, focusing on gathering zero-party data and creating irresistible offers. A/B testing helped us determine the best approach to maximise form submissions

Reformed’s pop-up ranked in the 95th percentile for their industry, outperforming 95% of benchmarks.

This surge in email subscribers provided a solid base for all future campaigns and flows.

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Campaigns & Personalisation

From November 22nd through Black Friday and Cyber Monday, we executed five campaigns (with resends), tailored for segmentation and enhanced by A/B-tested subject lines. The highlights:

‍+24% increase in campaign click rates.
+3.4% boost in campaign Placed order rates.

‍Personalised segmentation strategies ensured high deliverability and consistent performance throughout the month.

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Flow Optimisation: Converting Customers at Every Stage

Key flows, including welcome, browse abandonment, and checkout abandonment, were restructured to align with Black Friday urgency. The results were staggering:

‍+217% increase in flow conversions.

‍These updated flows capitalised on the heightened shopping period, turning one-time browsers into loyal customers.

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Why it worked better:

We maintained strong email deliverability throughout November by preparing early. By using personalised segmentation and gradually increasing send volume before Black Friday, we ensured Reformed’s emails reached inboxes, not spam folders.

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Challenges & Solutions

How We Balanced High Send Volumes with Exceptional Deliverability

One of the biggest challenges during Black Friday is balancing high send volumes with deliverability. We mitigated this risk by:Gradually warming up audiences.

Excluding unengaged subscribers to maintain sender reputation.

Prioritising personalised, targeted messaging in every email.

The result? Consistent performance with no decline in deliverability, even as email volume surged.

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Key Takeaways & Client Impact

1. Long-Term Customer Growth
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The +66% increase in returning customer purchases demonstrates the power of a retention-first strategy. Reformed didn’t just see a one-time Black Friday revenue spike—they gained loyal customers who will continue purchasing long after the sales ended.

‍2. Building a High-Performing Email List
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By increasing subscriber growth by +66%, Reformed now has a valuable audience for ongoing retention efforts. This list will be a cornerstone of their marketing strategy for months to come.

‍3. Exceptional Industry Performance
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The pop-up ranking in the 95th percentile highlights how a well-designed and tested lead generation strategy can outperform competitors. This is a testament to the effectiveness of Locorum Media’s approach.

‍4. Revenue Contribution from Klaviyo
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Klaviyo’s percentage contribution to total revenue increased by +118%, reinforcing how crucial email marketing is to Reformed’s overall growth.

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Conclusion

Reformed’s Black Friday campaign was not just about immediate results but about creating sustainable growth. By focusing on personalisation, flow optimisation, and segmentation, we helped Reformed achieve record-breaking results: a +206% revenue increase and long-term customer retention.

This case study demonstrates how Locorum Media’s tailored strategies drive measurable impact, setting brands up for success beyond Black Friday.

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Reformed

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