Lactagen Success Story

Highlights

Client

Lactagen is the only real solution to lactose intolerance. It’s not a temporary supplement, but a one-time, 38-day program to rid the effects of lactose intolerance. The company offers its product for purchase exclusively through its website and call centers.

Challenge

With more then 1 billion individuals suffering from lactose intolerance around the world, Lactagen wanted to leverage its website to acquire leads and complete sales.  To effectively manage such large amounts of data, streamlining the process of customer capture and storing it in a meaningful way was of critical importance.  Once customer information was captured, Lactagen devised a highly targeted, time based, drip email marketing campaign to touch on customers a key points in the sales cycle.  Provided that this effort would require hundreds of emails to be sent a day to different groups of customers, performing such a task manually would be impossible or highly error prone.

Solution

The first task for Lactagen was harvesting leads in a meaningful way.  American Data Company assisted Lactagen by integrating their website with SalesForce.com, to ensure that collected data was valid and appropriately added as a new lead or contact.  Now Lactagen has a steady flow of leads and sales recording in their CRM, all automatically recorded as soon as the information is obtained from the customer.

The second task was greater in scope.  American Data Company assisted Lactagen in automating a drip email campaign to target both leads and customers at specific points in the sales life cycle.  For instance, after requesting a free brochure a potential customer receives a followup email within 24 hours, a client success email in 7 days, a product information email in 31 days, and so on. If the potential customer makes a purchase, a separate email campaign begins execution sending a series of product support messages.

Success

Lactagen's drip email campaign has been a tremendous success for the growing company.  Within the first year, sales increased by 47% according to company President, Andrew Ritter.  American Data company's solution successfully automated the sending of over 1 million emails in the first year alone, translating to hundreds of hours in time and costs saved for Lactagen, and hundreds of new sales gained.