Case Study: Immi

Brand Overview

Immi is a high-protein, plant-based instant ramen brand targeting health-conscious consumers who still want the comfort and nostalgia of ramen, without the heavy carbs or additives.

The Challenge

Despite a strong product and marketing buzz, Immi faces a common DTC hurdle:

- High cost per customer acquisition

- Low subscription conversion rates from first-time purchasers

- Many customers buying only once, often during promotions

The Goal

- Increase 60-day repeat purchase rate

- Improve automated email flow conversion rates by 20%

- Educate new customers on product benefits & versatility to reduce churn

The Strategy

To turn Immi’s one-time ramen buyers into recurring subscribers, I designed an Email Automation + Retention Plan in Klaviyo focused on:

1. Lifecycle Automation – Welcome series, post-purchase education, replenishment reminders, and re-engagement flows.

2. Personalized Offers – Behavior-based discounts for customers showing high purchase intent.

3. Content That Builds Loyalty – Recipe inspiration, cultural storytelling, and customer spotlights to deepen brand connection.

4. Segmentation by Flavor Preference – Leveraging purchase history to serve more relevant upsell/cross-sell recommendations.

The Implementation

Key Flows Designed:

- Welcome Series (5 emails) (Email #1, #2, #3, #4, #5) – Welcome Email, Brand Story, Flavor Sampler Intro, Product Benefits, PR

- Post - Purchase (2 emails) (Email #6, #7) – Upsell, Recipes, Cooking Tips, User-Generated Content

- Replenishment Flow (2 emails) (Email #8, #9) – Reminder emails sent at average reorder cycle time“We miss you” campaign with new cup ramen flavor announcements and subscriber discount

Design Approach:

- Clean, bold visuals that mirror Immi’s branding and packaging style

- Mobile-first layouts for busy, on-the-go customers

- Templates created for easy iteration

Emails: Welcome Flow (Email 1-5)

Klaviyo: Welcome Flow (Email #1, #2) and Post-Purchase (Email #6, #7) Automation

Emails: Post - Purchase & Replenishment (Email 6-9)

Klaviyo: Welcome (for Non Purchase (Email #3, #4, #5)), Replenishment (Email #8, #9) Flow Automation

Projected Results (based on F&B email benchmarks)

+25% increase in welcome series click-to-purchase conversion

+18% increase in 30-day repeat purchase rate

Why It Works

By educating customers quickly, personalizing offers based on dietary priorities, and timing reminders with buying cycles, we increased both retention and revenue.