This email marketing case study explores how CodeCrew’s collaboration with THE WELL completely transformed their email marketing strategy, resulting in better segmentation, automation, and overall engagement. Through a structured, data-driven approach, we helped increase open rates, clicks, and overall program performance across all of the brand’s locations.
When THE WELL partnered with us, they weren’t looking for “just another email agency.” They were seeking a full-service retention partner to build a scalable program that would support multiple locations, a comprehensive membership offering, and a growing audience.
In essence, THE WELL needed a way to meaningfully connect with everyone on their email list while driving membership sign-ups and overall growth. After a quick meditation and an energizing smoothie, we got to work creating a comprehensive email ecosystem that truly reflected the soul of the brand.
Summary: Email Marketing Results for THE WELL (Q1 – Q4 2024)
Campaigns
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A 52% increase in mixed open rates – a clear sign of stronger engagement and healthier deliverability.
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A 17% boost in unique opens.
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A 14% increase in average order value.
Flows
After revamping THE WELL welcome flow and launching new browse abandonment and member welcome flows, here’s what we achieved:
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A 324% increase in unique opens (yup, you read that correctly).
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A whopping 395% increase in unique clicks.
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We also increased the number of subscribers who received these flows by 380%.
Overall Program Performance
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We increased mixed open rates from 48.9% to 74.5% – an improvement of over 50%.
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We delivered meaningful growth with a 20% increase in unique opens.
About THE WELL
A recognized leader in the global wellness space, THE WELL combines time-honored wisdom and modern science to deliver whole-person care across six key pillars of wellness, from movement and performance to food and nutrition.
Their offering includes:
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First-of-their-kind developments in Bay Harbor Islands and Coconut Grove that combine exceptional residences with state-of-the-art fitness and wellness centers.
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Mindful Movement and functional fitness classes to suit all paces and levels.
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Personalized East-meets-West healing services and treatments.
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A thriving, like-minded membership program featuring plenty of exclusive benefits and perks.
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Events that provide members with opportunities to learn and practice with global leaders in wellness.
In this non-stop world where our own wellness often becomes an afterthought, THE WELL offers their members and residents an achievable way to make their mental, physical, and spiritual well-being an integral part of every day.
THE WELL’s Email Marketing Challenges Before CodeCrew
THE WELL is a complex, multi-dimensional business, and as such, its biggest challenge was staying relevant to each audience without losing sight of the brand’s essence and values.
Every campaign needed to speak to a different segment while maintaining consistency and integrity.
Our biggest challenges:
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Managing communication across multiple locations, each with its own offerings, membership structures, and subscriber needs.
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Overcoming the lack of segmentation – before CodeCrew, all campaigns were sent to the full list, creating irrelevance and fatigue.
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Introducing clear, location-specific messaging while still highlighting brand-wide experiences.
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Driving class, service, and event bookings across all properties.
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Keeping new members engaged and informed ahead of the openings of THE WELL Bay Harbor Islands and Coconut Grove.
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Supporting major openings, most notably the Miami locations mentioned above.
How CodeCrew Transformed THE WELL’s Email Marketing Strategy
Segmentation and Targeting – Connecting Through Every Campaign
We replaced the one-list-fits-all model with intentional segmentation:
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Location-based segmentation ensured that subscribers only received content relevant to their nearest property.
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Layered audience filters introduced nuance – considering proximity, engagement, membership interests, and historical behavior.
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Editorial content and educational messaging were sent to curated, highly engaged segments.
These efforts led to:
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A cleaner, more engaged list.
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Stronger sender reputation.
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Significantly improved inbox placement.
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Enhanced engagement across the entire email program.
Enhancing the Membership Experience
Membership is an essential component of THE WELL’s offering. Working closely with their team, we optimized the membership journey through a comprehensive Member Welcome Flow that helped newcomers make the most of their membership.
Less of an email sequence and more of a dedicated immersion into wellness, the flow provided:
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A clear outline of the members-only benefits.
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An overview of the Mindful Movement and fitness class schedule.
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A calendar of monthly events and programs.
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Guidance on all treatments and services.
Originally built for THE WELL New York, we also rolled out a Member Welcome Flow for the Bay Harbor Islands and Coconut Grove developments.
Tranquility, Delivered
When they partnered with us, THE WELL already had strong design guidelines in place, and their email campaigns were well-structured and intentional.
With a few refinements, we elevated each campaign even further, filling inboxes with thoughtfully composed content, clean, airy layouts, and breathtaking imagery.
We also ensured that each design was mobile-responsive, which helped strengthen engagement and lower unsubscribe rates.
And we supported each campaign’s performance through:
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A/B testing that covered everything from subject lines to the wording of CTA buttons.
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In-depth analysis of every test, and application of the results to optimize THE WELL’s email program.
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Monthly and quarterly reporting that offered an overview of each campaign and flow’s performance, as well as overall engagement and program health.
Re-Centering After a Crisis: How We Pivoted Our Entire Email Strategy
In December 2024, we got the news that THE WELL New York was flooded and had to close.
We immediately shifted our email marketing strategy from driving membership sign-ups to keeping subscribers engaged.
We quickly shifted to a more informative approach, creating campaigns that encompassed:
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At-home rituals and practices.
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Expert insights and educational articles.
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Seasonal guidance and advice.
By doing so, we maintained an important connection with THE WELL NEW York member community and helped them support their well-being in meaningful ways – even without access to THE WELL’s physical space.
*As of April 2026, THE WELL New York remains closed, but may reopen in the future.
A Thriving Partnership: The Long-Term Impact of Exceptional Email Marketing Results
THE WELL has a saying: “wellness is not a one-size-fits-all”. We believe the same is true for email marketing.
One of the things that sets CodeCrew apart is our commitment to truly understanding every brand we partner with. Because the best email marketing programs don’t start with what – they begin with why.
Why a brand exists.
Why subscribers should trust them.
And why their offering is so valuable.
By really immersing ourselves in their brand, we were able to create emails for THE WELL that felt just as nurturing as a lunch-time yoga class or after-work vitamin drip.
Beyond this, each campaign expressed the brand’s voice with care and authenticity – and in the wellness space, authenticity is what transforms indifference into lasting impact.
Explore more email marketing case studies to see how we achieve jaw-dropping results for our clients, from improving retention to increasing engagement and revenue. You can also learn more about our approach in our Email Marketing Best Practices Guide.
