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2017 , which has inspired similar events in the US and South Africa .

Third , it creates connection through community . In addition to its face-to-face community opportunities , it has an active social media presence . However , not everyone wants to make their decision to stop drinking public . Club Soda uses a Mailchimp email to welcome them into the community without broadcasting their journey to the world . “ Being able to tailor our messages based on the reasons people join Club Soda is essential ,” said Willoughby . “ Everyone has a different relationship with alcohol , so getting that communication right helps us keep members engaged .”

The challenge : personalising content , building its audience and driving revenue

Club Soda offers different types of content that may not apply to everyone , so personalising it ensures its audiences get the right messages . Some people are just interested in new noalcohol products , some want to drink more mindfully and some are worried about their drinking and want to quit altogether .

Club Soda ’ s main KPI for marketing success is audience growth . However , it knows that a successful programme means that people may unsubscribe after they ’ ve been engaged with the community for a while . If that happens , it means Club Soda was successful in its goals of helping people change their drinking habits , and a somewhat static subscriber list means it is continuing to gain more members .

As a B-Corp , it makes money through small donations , affiliate deals , advertising , sponsorships and grant funding . But it also concentrates on generating revenue from retail sales from its e-commerce store and tasting room , as well as sales of its online courses .

The tools : customer journeys , WooCommerce integration , conditional content , tags and groups

Club Soda uses several tactics to increase sign-ups . It has a robust SEO and content marketing strategy that drives people to its site where they can sign up through a pop-up form . Most interactions , like event sign-ups and course enrolments , as well as social channels , feature a sign-up form . It also uses Mailchimp ’ s WooCommerce integration to sync customer information , automatically tagging contacts and adding them to the right groups .

Enrolling in its free introductory course , ‘ How to Change Your Drinking ’, kicks off a Mailchimp customer journey featuring an introduction to Club Soda and content generated by people who have found success reaching their drinking goals , including a story from the Co-founder , Willoughby . This ends with a 25 % discount on other courses to help drive more sales .

It also uses customer journeys as a vital onboarding tool to help customers stay healthy as they curb their drinking and provide opportunities and resources to help make sure they get the help they may need . When a person signs up for the course , they fill out a survey through a third party integration to assess their risk for alcohol withdrawal . Then they ’ re tagged in Mailchimp according to their risk and sent the appropriate information .

“ Everyone on our courses needs the right prompt and time to guide them through the content ,” said Willoughby . “ Customer journeys have become an essential tool to take them through the process .”

In addition to these onboarding and courserelated emails , it sends several more types of campaigns : new product or event promotions to drive sales , its monthly digest , a Saturday email with everything its community needs to know for the weekend and a daily motivational email to people enrolled in one of its paid courses . And each of these emails have different messages for the three different groups of their audience .

Groups , in particular , is a vital tool for Club Soda as it allows it to connect with people in areas that they ’ re interested in . With this feature , it can drop in a block of text using conditional content , ensuring readers ’

Previous page : Co-founder of Club Soda , Laura Willoughby MBE

BEING ABLE TO TAILOR OUR MESSAGES BASED ON THE REASONS PEOPLE JOIN CLUB SODA IS ESSENTIAL .