How mymuesli boosted customer retention by 9.7% using RSN8

Executive Summary

Mymuesli achieved a 9.7% increase in customer retention and 10% uplift in direct revenue from optimised CRM email flows by integrating RSN8's AI-simulated customer personas into their creative workflows. These improvements were confirmed by A/B testing with 99% statistical confidence, validating the approach.

Most remarkably, optimising just six emails created potential multi-million valuation impact.

"I was stunned to see such results from improving with RSN8 – after we had optimised [our CRM email flow] for years and years."

Background mymuesli

Founded in 2007, mymuesli is a leading D2C food brand specialising in customisable organic muesli. With approximately 350 employees and a presence across DACH, Benelux, and France, mymuesli generates most of its revenue online, with additional sales through retail partners in Germany and Austria.

The Challenge: Economic headwinds & need for higher marketing efficiency

Customer acquisition costs were already rising constantly, demanding continuous improvement in marketing efficiency. As inflation affected consumer spending behaviour, mymuesli faced several challenges at once:

• Rising customer acquisition costs
• Shifting consumer sentiment due to economic uncertainty
• Marketing assets were presumedly not resonating perfectly with the target audience

Despite a decade of relentless optimisation, Daniel Setzermann, Director Online at mymuesli AG, recognised that conventional methods were no longer sufficient. While reviewing marketing touchpoints with Hubertus Bessau, a non-operative founder advising from the board, they realised their marketing assets might not be fully aligned with their most valuable customer segment: "Hannah," a persona representing young, family-focused mothers responsible for 70% of mymuesli's online revenue.

The turning point: Uncovering a critical insight

The breakthrough came when RSN8 Labs' AI-powered tool was used to predict resonance among mymuesli's different target groups. The analysis revealed a startling insight: the team had unintentionally been creating content optimised for "Amira," an urban, hedonistic persona responsible for just 7% of revenue.

This unconscious bias occurred because the team members themselves most closely identified with Amira's characteristics and preferences, leading them to naturally design for someone like themselves. This common challenge in marketing – the difficulty of truly putting oneself in another's shoes – is something that typically only highly trained and paid psychologists can overcome effectively. State-of-the-art LLMs, like those powering RSN8, now offer a technological solution to this fundamental human limitation.

"We were surprised to realise how much we were actually designing for ourselves instead of our target group. RSN8 has shifted how we approach and evaluate asset creation."

This misalignment became immediately clear through RSN8's detailed assessment, which showed:

• Email design and messaging weren't aligned with Hannah's preferences as a caring mother
• Colors needed to be more natural and reduced
• Text needed to be more inviting and sincere
• Visuals needed to depict family joy and well-being
• Key emotional triggers and quality indicators like the organic label were missing

The solution: Embedding AI-powered persona feedback

The team embedded RSN8 Labs directly into their creative and marketing processes. The AI-generated feedback from virtual personas highlighted specific improvements. Actionable improvement suggestions for "Hannah" were:

1. Reduce humor, increase sincerity
2. Emphasise organic quality & well-being
3. Use warmer, family-oriented visuals

Armed with these specific recommendations, the team made strategic updates to their retention email flow, adjusting both design and content to better match Hannah's expectations. After the re-design RSN8's analysis predicted a 22% improvement in the resonance score (from 18 to 22 of 25).

RSN8 predicted how mymuesli's marketing materials resonated with target groups – pre and post RSN8 optimisation

The Results: Validated through rigorous A/B testing

To validate the predicted improvements, mymuesli conducted an A/B test comparing the original email flow with the RSN8-optimised version. The test ran across 108,000 customers over three months and delivered transformative results:

• 9.7% increase in customer retention
• 10% uplift in direct revenue from retention email flows
• 99% statistical confidence in the results

Beyond the numbers, the team experienced:

• Faster, more confident decision-making within creative and marketing teams
• Improved team happiness due to reduced subjective debates and clearer validation criteria

"It feels like we now have our target persona sitting next to when discussing creative assets. That's a real game-changer."

Today, the team has decided that no creative asset goes live unless it reaches at least a 22/25 resonance score for the core persona, Hannah.

How RSN8 made the difference

RSN8 Labs' AI-driven resonance prediction allowed mymuesli to refine its approach with scientific precision, eliminating guesswork and subjective opinions. What would have taken months with traditional and costly market research was achieved within days.

Key factors that made the difference:

1. Scientific precision: Replacing subjective discussions with AI-powered insights
2. Speed to insight: Uncovering misalignments in days rather than months
3. Actionable recommendations: Providing specific optimisation strategies
4. Continuous validation: Ensuring ongoing alignment with core audience

As Daniel Setzermann put it: "I was stunned to see such results from improving with RSN8 – after we had optimised [our CRM email flow] for years and years."

Key Takeaways

1. Even well-optimised marketing flows can have significant audience-related inefficiencies that AI-driven resonance analysis can uncover.
2. Embedding AI-driven persona feedback elevates both creative quality and commercial impact.
3. Leveraging objective insights reduces internal friction and subjective debates.
4. Consistent alignment with core personas strengthens brand resonance and customer loyalty.
5. Teams gain confidence and agility by making data-backed creative decisions.

Impact beyond metrics

Perhaps most impressive is that this optimisation of just six emails contributed to a potential multi-million euro valuation impact. By embedding RSN8 Labs into their creative process, mymuesli transformed not just their results but their entire approach to customer-centric communication.