Napiers the Herbalist achieved 22x ROAS

22X
ROAS
31%
Voucher Conversion
71%
AOV Uplift
"Using Merx has been a gamechanger for us. The setup was incredibly straightforward with excellent support, and the intuitive interface means we can run highly targeted campaigns with minimal effort. Since adopting it, we’ve seen a significant uplift in customer engagement and a measurable increase in conversions and revenue."
Arjun Koyappalli
,
General Manager
,
Napiers the Herbalists
Create a channel that drives engagement and conversion
Trusted by >40 companies
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About

Napiers the Herbalists, is a 165 year old, Edinburgh-based brand specialising in herbal remedies, skincare and natural health products. They offer a diverse range of products, including herbal medicines, food supplements, skincare items, natural beauty products, and aromatherapy oils.

Challenge

Declining Email Engagement in a Crowded Digitial Landscape

Despite having a healthy-sized email list, Napiers was seeing the usual suspects when it came to challenges:

  • Open rates were flatlining
  • Click-throughs were dropping
  • Audiences were disengaged and simply not responding to promotional content the way they used to

The team knew that to reignite engagement, they needed a channel that was more immediate, personal, and friction-free.

"Despite having a healthy-sized email list, we were seeing open rates flatlining, click-throughs falling and a disengaged audience"
Solution

Meet Customers Where They Already Are

Rather than pushing harder on email, Napiers took a bold step: they introduced WhatsApp as a primary marketing and communication channel.

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Here’s what the strategy looked like:

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1.  WhatsApp Call-to-Action on Website‍

Visitors were invited to subscribe to exclusive offers via WhatsApp. The message was simple: “Get VIP deals, straight to your phone.”

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2.  Value Exchange

In return for sharing basic data - like birthday and shopping preferences, users received exclusive discount vouchers and early access to promotions.

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3.  Ongoing Campaigns via WhatsApp

Once subscribed, customers received timely, personalised messages through WhatsApp. These weren’t spammy blasts - they were curated updates, birthday offers, and tailored product promotions that felt useful, not intrusive.

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Why it worked: The WhatsApp Advantage

The shift to WhatsApp as a primary marketing channel proved successful for several key reasons:

- High visibility: WhatsApp messages are nearly impossible to ignore - unlike emails that get lost in cluttered inboxes.
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- Direct and personal connection: The conversational nature of WhatsApp creates an intimate connection that feels more like a one-to-one interaction than a broadcast.
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- Frictionless UX: Signing up was easy, and the rewards were instant.

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"Rather than pushing harder on email, we introduced WhatsApp as a primary marketing and communication channel"
Results

Our WhatsApp campaigns consistently deliver the highest ROIs across our marketing channels. It's become an essential part of our toolkit especially as the team at Merx are extremely knowledgeable and helpful.

Some Metrics:

  • >76% opt in rate
  • 90% of VIP customers now actively engage with the brand through WhatsApp
  • 71% uplift in AOV
  • 31% voucher conversion
  • 26% engagement rate (weighted)
  • <1% opt out rate
  • Highest ROI across all marketing channels
"What started as a solution to declining email engagement has become a fundamental part of how we connect with our most valuable customers"
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Arjun Koyappalli
Industry:
Health & Skincare
Headquarters:
Edinburgh
Notable Brands:
Wild Yam Skin Cream, Speedwell Ageless / Rowqan / Rowan Brightening skincare ranges, Herbal remedies and supplements
Global Presence:
UK and beyond