Case Study - G2G Bar - crucialpoint

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 took the opportunity to reimagine how they connect with and retain their customers. We worked closely with their team to rebuild the email and SMS strategy from the ground up—refining segmentation, revamping flows, migrating key systems, and creating thoughtful, channel-specific touchpoints that matched actual customer behavior. The result was a unified retention engine that felt smarter, more cohesive, and more human.

Website

https://g2gbar.com/

Services

Email Marketing

SMS Marketing

Lifestyle Marketing

CRM Strategy & Implementation

Marketing Strategy

Technology

Shopify

Klaviyo

Google Analytics 4 (GA4)

THE ISSUES

G2G’s Challenges:

Disjointed journeys. Untapped segments. Underutilized tools.

During their rebrand, G2G scaled back most automations, resulting in months of limited email and SMS engagement. Their marketing leaned on basic campaigns with little personalization, post-purchase journeys lacked structure, and segmentation was too broad to be effective. They needed a partner to help rebuild the foundation of their retention strategy from the ground up.

THE SOLUTIONS

The Partnership

Full Lifecycle Strategy & Flow Revamp

The team conducted a complete audit and rebuild of all automated flows, designing new templates, redefining post-purchase journeys, and creating segmented experiences for one-time buyers and subscribers. The updated flow strategy was built around real customer behavior and aligned with G2G’s refreshed brand and evolving audience needs.

Post-Purchase Strategy Overhaul

The team analyzed customer behavior to understand when and what shoppers were likely to purchase next, using those insights to refine post-purchase and cross-sell flows. This approach shifted G2G away from surface-level metrics like last-click revenue and toward a more strategic, journey-based retention strategy—delivering timely, relevant, and personalized experiences.

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, 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.

Loyalty Program Overhaul

To gain design control and improve follow-ups, the team migrated a new loyalty program flows into Klaviyo. This allowed greater creative flexibility and made it easier to iterate on lifecycle strategies linked to loyalty behavior.

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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