Case Study: Madison Reed lifts subscription conversion 45% with Iterable cross-channel journeys
Key results
The challenge
Madison Reed sells at-home hair color and operates physical color bars, generating customer signals across both online and offline channels. The company wanted to convert one-time buyers into subscription customers but needed to coordinate messaging across email, SMS, and direct mail based on individual behavior.
The solution
Madison Reed used Iterable to unify cross-channel customer data and orchestrate journeys spanning email, SMS, and direct mail through a Lob integration. Campaigns were triggered by individual customer behavior and measured against control groups.
“With Iterable, we're tracking customer behavior across online and offline interactions and creating seamless cross-channel experiences tailored to the way each customer prefers to buy from us.”
JPJulia PapanekEmail Marketing Specialist, Madison Reed
The results, in context
Iterable-driven campaigns achieved an upgrade-to-subscription conversion rate 45% higher than a control group. Adding direct mail to the journey produced an incremental 3% lift in upgrades.