Yoga Today
In the summer of 2009, Yoga Today approached us to pick up where their previous development team left off. We were asked to continue evolving and assist with the ongoing maintenance of their fast-growing online subscription system.
In the spring of 2010, we helped launch new pricing plans and an Ambassador Program, which enables their happy and passionate customer base to promote their service while earning rewards. This project involved integration with social-media services such as Twitter, Facebook, and Delicious.
In the fall of 2010, we continued to help Yoga Today improve their customer acquisition and product delivery process. This iteration had several goals: migrate to a new video content delivery network, migrate to a new email marketing platform, and integrate video delivery with an advertising partner.
We wanted to simplify video delivery to an increasingly complex ecosystem of devices and standards across the web. Yoga Today previously used Delve Networks, but after reviewing Brightcove’s offering, we concluded the new service would reduce costs, simplify device detection, and accommodate a more efficient publishing work-flow for their production team. We imported the entire video collection of over 200 videos and seamlessly launched using the new service. We also integrated the video delivery with an advertising partner that empowered Yoga Today to manage videos using their own advertising strategy.
In addition, we migrated to a new email marketing and subscription platform, to MailChimp from Constant Contact. YogaToday chose to migrate to MailChimp because they offer a better templating system, more integrated action tracking, and an API that allowed for more complex subscriber data management. Now, instead of having one global newsletter, they have multiple versions based on customer purchasing behavior, regional trends, and other customizable filters. Distinguishing subscribers as free or paid customers, and grouping subscribers into their corresponding plan levels allowed Yoga Today to project a more personalized marketing message.
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