An Australian health brand running e-commerce, courses, and coaching — all at once.
Great Nutrition is an Australian health and nutrition brand serving customers across Australia and the US. Their business runs across multiple layers — a Magento e-commerce store selling supplements and nutrition products, a course platform on Mighty Networks for members, and ThriveCart handling all checkout flows. Before working together, these three systems were disconnected and the marketing was largely manual.
The goal was to build a single automated marketing system that connected all three platforms, tracked every customer from first purchase to loyal repeat buyer, and ran ongoing retention campaigns without manual work.
Four platforms. One connected system.
Each tool in this stack had a specific job. The key was connecting them so customer data flowed between all four automatically — a purchase in Magento triggered an ActiveCampaign flow, a ThriveCart checkout enrolled the customer in Mighty Networks, and every touchpoint was tracked in one place.
Every stage of the customer lifecycle — automated.
Most e-commerce brands send the same email to everyone on the list. That is the fastest way to burn a list. The system I built for Great Nutrition treated every customer differently based on exactly where they were in their journey with the brand.
What running this system week to week actually looks like.
Building the automation was the foundation. The ongoing management over 6 months is what drove the actual results — weekly campaigns, continuous optimisation, and keeping all four platforms in sync.
Why most health brand email systems underperform — and what this one did differently.
Most e-commerce brands treat email as a broadcast channel — same message, same timing, same offer to everyone. It works at the beginning when the list is small and everyone is new. It stops working as the list grows and customers are at very different stages of their relationship with the brand.
The system I built for Great Nutrition was built around customer behaviour, not broadcast schedules. A customer who just completed their first ThriveCart checkout got a completely different sequence than a customer who had bought three times and was halfway through a course. That precision is what drives retention and repeat purchase rates — not the volume of emails sent.
Connecting all four platforms into one system also meant that nothing fell through the cracks. A customer who abandoned checkout on Magento triggered a recovery sequence in ActiveCampaign automatically. A member who stopped engaging with the Mighty Networks course got a re-engagement email within days. The system was watching every touchpoint simultaneously.