CrucialPoint + G2G Bar
How G2G Protein Bar Transformed Retention During a Rebrand by Migrating Core Systems and Personalizing Around Customer Behavior
Rebranding wasn’t just about new packaging. It became the catalyst for a smarter, more strategic approach to lifecycle marketing.
When G2G Protein Bar set out to rebrand, they saw an opportunity to go deeper, not just in design but in how they engaged and retained their customers. Working closely with their team, we rebuilt their email and SMS strategy from the ground up. We used tools like Lifetimely to understand purchase patterns and optimize journeys. We revamped their flows, refined segmentation, migrated systems like Recharge and Yotpo, and created channel-specific moments that aligned with how their customers actually behaved. The result was a fully unified retention engine that became more efficient, more strategic, and more human.
Website
https://g2gbar.com/
Services
Email Marketing
SMS Marketing
Lifestyle Marketing
CRM Strategy & Implementation
Marketing Strategy
Techonology
Shopify
Klaviyo
Yotpo
Recharge
Stay.Ai
Lifetimely
AMP/Mailchimp Forms
Google Analytics 4 (GA4)
THE ISSUES
G2G’s Challenges:
Disjointed journeys. Untapped segments. Underutilized tools.
During their rebrand, G2G paused most automations, leading to months of limited email and SMS engagement. Their marketing relied on basic campaigns with minimal personalization. Post-purchase flows were underdeveloped, segmentation was broad, and tools like Recharge and Yotpo were not aligned under a clear strategy. They needed a partner to rethink the foundation of their retention program.
THE SOLUTIONS
The Partnership
Full Lifecycle Strategy & Flow Revamp
Following a packaging and brand refresh, the team paused all automated flows and resumed with a complete audit and rebuild in early 2024. This included designing new flow templates, redefining post-purchase journeys, and creating segmented experiences for one-time buyers vs. subscribers. They used customer journey analytics via Lifetimely to inform the structure and timing of communications. This work aligned G2G’s email infrastructure with their updated brand and buyer behavior.
Post-Purchase Strategy Using Lifetimely Data
Leveraging Lifetimely, the team tracked when and what customers were likely to purchase next, using that data to refine post-purchase and cross-sell flows. This shift moved G2G away from surface-level metrics like last-click revenue and toward deeper customer journey insights, creating more relevant and personalized retention marketing.
Strategic Segmentation Improvements for Broadcasts
Once flows were rebuilt, broadcast emails and SMS were optimized. The team improved segmentation by excluding users in automated journeys and tailoring content based on subscriber vs. non-subscriber status. This led to more relevant messaging, higher engagement, and reduced fatigue.
Email and SMS Performance Optimization
G2G saw a 22% increase in email revenue and a 41% increase in SMS revenue year-over-year. These results followed the new strategy implementation and confirmed the effectiveness of the revamped flows, segmentation, and personalized outreach tactics.
Signup Form Redesign and Optimization
To increase opt-ins, the team redesigned G2G’s popup forms using AMP/Mailchimp Forms, resulting in a jump from 4% to 7% desktop opt-in rate and from 7% to 11% on mobile. This effort supported long-term list growth with minimal friction and enhanced brand consistency post-rebrand.
Recharge to Stay.AI Migration
The team led a smooth migration of G2G’s subscription platform from Recharge to Stay.AI. This included moving backend events and replicating flows to ensure consistent customer experience. While performance was unchanged, the move improved backend flexibility.
Yotpo Loyalty Flows Migration to Klaviyo
To gain design control and improve follow-ups, the team migrated Yotpo loyalty program flows into Klaviyo. This allowed greater creative flexibility and made it easier to iterate on lifecycle strategies linked to loyalty behavior
B2B Deliverability Fixes
When G2G faced issues with cold B2B outreach deliverability, the team diagnosed the domain and authentication setup (DMARC, DKIM), rolled back send volume, and recommended sending from multiple domains. These changes restored deliverability and response rates.
SMS List Growth Campaign
Ahead of Black Friday, the team launched an SMS-exclusive offer and promoted it via email. This campaign added 1,000+ new SMS subscribers in two days and contributed to an 11% YoY revenue increase for November, with most attributed to SMS.
Strategic Planning & Promotional Support
Beyond technical execution, the team brought consistent roadmaps and proactive planning to content calendars and promotional strategy. Their approach ensured that campaigns aligned with business goals, product timing, and customer behavior insights.
Retail Expansion Support
As G2G Protein Bar launched into Costco locations across the U.S., we supported the rollout with geo-targeted email and SMS campaigns. Each campaign was tailored by region to align with in-store availability and drive foot traffic. This marked a key step in expanding their retention strategy beyond ecommerce and into brick-and-mortar retail.
The Impact
Rebuilt core lifecycle flows with a strategy shaped by real customer behavior
Migrated retention systems to streamline operations and improve flexibility
Personalized post-purchase journeys based on subscription status and timing
Improved segmentation to increase message relevance and reduce list fatigue
Launched planning roadmaps that brought structure and clarity to all campaigns
Our collaboration with G2G Protein Bar shows how clarity, consistency, and customer insight can turn a rebrand into a powerful retention engine.
“Their Design, attention to detail, and strategies for email marketing are unmatched.”
We have absolutely loved working with Crucial Point, from the beginning they understood our branding and all of the email designs were perfect. Their team is professional, responsive, and understanding of effective email marketing. They helped us craft engaging campaign that not only aligned perfectly with our brand voice but also delivered real results- boosting open rates, click-throughs, and ultimately, sales. Their attention to detail, strategic insights, and creative approach have made them an invaluable extension of our team. We’ve loved working with them and would highly recommend their services to any brand looking to elevate their email marketing game.
Stormie Arkin
Social Media Director
G2G Protein Bar
What’s Next?
We continue to support G2G Protein Bar as they build on the foundation of their rebrand. Our current focus is on refining the customer journey with deeper behavioral insights and ongoing testing. From improving automation logic to enhancing channel coordination, we’re helping G2G scale their retention strategy with clarity, precision, and adaptability.
As the brand grows, the opportunity is not just in doing more, but in doing it smarter.
Our Work
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