After eighteen years in the film industry, working alongside blockbuster names like Marvel and Lucasfilm, Virender Dass made the choice to leave the successful show business career he had built to start his own business.
“I’ve always been a businessman inside, but I had never found a true reason to start a business,” said Virender.
The idea for Wellness Extract came following his mother’s cancer diagnosis in 2015. Virender researched high-quality, natural healthcare and worked with Dr. Barrie Tan to find what supplemental medicine would support his mother. The knowledge and connections he gained are the driving force behind Wellness Extract’s mission: to provide low-cost healthcare supplements to support the health of their clients.
Based in Vancouver, Canada, Wellness Extract registered as a business in 2017 and brought their products to market in 2019.
Using email to make connections
Wellness Extract’s mission is to create an affordable, sustainable market for high-quality supplements. To grow their business and reach the right audience, they have focused on building relationships through trade shows, webinars, PR, and content marketing.
Constant Contact came along as a past favorite. Khushi Verma, Marketing Manager at Wellness Extract, said she had used the software during an internship. Remembering the tool’s robust functionality and ease of use, she chose it to serve Wellness Extract’s digital marketing efforts.
“We started with the tool because email marketing was something we wanted to really dive into,” Khushi.
Segmentation & personalization
As the team at Wellness Extract began putting together their email marketing strategy, they started like most businesses do — by experimenting. They started with promotional emails and newsletters to gauge interest. Now, with access to demographic, interest, and behavioral data via Constant Contact’s reporting tools, Wellness Extract knows what their audience wants to receive in their inboxes.
With the addition of list management and segmentation, they were able to target their audience with personalized content. “We know a certain kind of email works very well with our customers,” Khushi said about having access to reporting data.
Example: B2B customers
Wellness Extract’s contact list is segmented by their Shopify audiences, newsletter readers, wholesalers, and B2B connections. “We usually talk to [wholesalers] through email, as well. If there’s any announcement that we’re making — a new product that’s been launched, new sales coming up, new initiatives — we reach out to them through Constant Contact,” said Khushi.
AI-generated content
A fast-paced schedule means the Wellness Extract team has a lot on their plate. To help them build informative, personalized communications, they use our AI marketing features to help them craft email content. “All of our sales emails have been created on the AI, with a little bit of tweaking. The tool has really helped us,” said Khushi, “really takes down the time it takes to devise an email.”
Integration with Shopify
Constant Contact offers the ability to integrate customers’ Shopify accounts with the platform to streamline business and marketing efforts, and Wellness Extract has found the integration critical to their list-building efforts.
“Our website has been built on Shopify, so integrating both platforms really made it seamless for us to import customer lists into Constant Contact,” said Khushi. Besides list management across platforms, Wellness Extract uses the integration to create workflows that automatically trigger abandoned cart emails to winback potential customers.
Building better marketing campaigns
Data and reporting features like an easy-to-use dashboard and heat maps help Wellness Extract to properly analyze content, adjust campaigns, and achieve goals.
Reporting dashboard
Wellness Extract uses the in-product reporting dashboard to analyze their email marketing metrics. Engagement rates, like click-throughs and opens, as well as deliverability and contact data, like bounces and unsubscribes, help the team keep their contact lists clean and ensure that their subscribers receive relevant, valuable information.
Heat map
Heat maps allow businesses to see how customers are engaging with content. Heat areas show the highest points of engagement, indicating success, while points of low engagement are areas for adjustment. Often, graphics (logos, for example), images, buttons, and hyperlinks are the areas campaign designers optimize to drive attention and click-throughs. “It really tells you what part of your email is working — where your buttons should be, what kind of graphics you should be using…bigger PNGs, videos, etc.,” said Khushi.
Download the guide
Return on investment (ROI)
As new customers, Wellness Extract has found their experience and money invested with Constant Contact to be profitable, sustainable, and a foundation for future growth. In the first seven months of using Constant Contact, they had a 42.5% return on their initial investment.
The tools to listen, learn, and engage
Wellness Extract knows what it means to be a startup with a vision and the willingness to experiment. Becoming a Constant Contact customer has given them the tools to learn from their audience and see what types of email marketing resonate. Over the last year, they’ve been able to inform and engage their current customers as well as attract new ones with targeted, relevant marketing.
“Constant Contact helped us to hear our customers.” — Khushi Verma
