How mymuesli grew customer retention by 9.7% with RSN8.
mymuesli has optimized its CRM flow for over a decade. Still, RSN8 found a blind spot: the team had been designing for the wrong persona. The changes RSN8 recommended went into the mailing, and an A/B test proved the effect.
„I was amazed to see such results from optimizing with RSN8, after improving our CRM email flow for years.“
Starting point
Designed for the wrong persona.
mymuesli is a leading D2C brand for customizable organic muesli, founded in 2007, with most of its revenue online. Its most important audience is “Hannah”: young, family-focused mothers who account for roughly 70% of online revenue.
Reviewing the marketing touchpoints, RSN8 showed that the team had unconsciously designed for “Amira,” an urban, hedonistic persona worth only 7% of revenue. The reason is human: the team resembles Amira and intuitively designs for her. Putting yourself in a foreign audience's shoes is exactly that hard.
„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.“
Approach
Concrete feedback instead of taste debates.
mymuesli embedded RSN8 directly into the creative process. The simulated personas rated the existing retention flow from Hannah's point of view and named what was missing: warmer imagery, a calmer color scheme, a more sincere tone, and visible quality signals like the organic seal.
That turned into concrete changes to the retention mailing the team implemented:
What RSN8 recommended
- VisualSwap the messy scene for a happy person
- TrustAdd the organic seal
- ColorSwap bold green for soft pastel
For the reworked version, RSN8 predicted the resonance score would rise from 18 to 22 out of 25 points, a gain of 22%.
Result
Confirmed in the A/B test.
To check the prediction, mymuesli tested the original flow against the optimized one, over three months and with 108,000 customers.
The measured result
- +9.7%
- more customer retention
- +10%
- revenue from the retention flow
- 99%
- statistical confidence
Where a test was possible, the prediction held. That is the reason to trust RSN8 where nothing can be tested.
Today, no creative goes live at mymuesli if it scores below 22 out of 25 for Hannah. Creative decisions happen faster and with fewer subjective debates.