How Concrete Jungle increased revenue per conversation by over 1,000%

Learn how the innovative jewellery brand leveraged engaging newsletter templates to quadruple conversion and build a community of engaged fans.


Daniel Singh, co-founder


click-through rate vs. email


website conversion rate vs email


subscriber base in 5 months

A WhatsApp newsletter success story that proves the relevance of WhatsApp for eCommerce brands.

Challenge Icon Challenge

Customer acquisition costs (CACs) are rising and and retention in email marketing efforts is stagnating. To combat this, Concrete Jungle's founders, Daniel and Madlen, are constantly looking for new opportunities to increase customer retention and build community. Concrete Jungle has always been very strong in its community efforts, thanks to its inspiring mission and personal touch with customers.

chart-network Goals

Inspired by other success stories, Concrete Jungle and charles set out to leverage WhatsApp newsletters to increase customer retention and build a community. It chose Christmas as the centrepiece for their first campaign — they would use an eye-catching aesthetic and personal communication style that stood out from the pre-holiday flood of other branded advertisements. Their WhatsApp channel was transformed to deliver subscribers a personal and close connection to the brand, an aspect that the Concrete Jungle community loved.

route Results

The charles x Concrete Jungle collaboration proved the WhatsApp audience to be far more engaged than audiences from traditional email newsletter marketing. Concrete Jungle’s WhatsApp marketing quickly grew to become its main revenue generator – increasing click-through rate (CTR) by over 50x and website conversion rate by over 4x compared to ordinary email marketing. 

edit How did it work?

Step 1: Exit intent popups

Chat-ins on website, popups, thank you page

Exit intent popups lead people directly into chat from Concrete Jungle’s website. Here, an automated opt-in flow collects the opt-in in exchange for a discount code.

In addition, a widget placed on the thank you page after an eCommerce order prompts new conversions by offering WhatsApp shipment updates. After making a purchase, customers get an order confirmation and tracking notifications right in the chat, allowing them to easily track the progress of their order.

Step 2: Whatsapp newsletters

WhatsApp newsletters

Concrete Jungle set up native and personal templates for WhatsApp newsletters. In close collaboration with charles, Concrete Jungle engaged 4 success factors: WhatsApp nativeness, interactivity, relevance and personalization.

WhatsApp nativeness: Something that CJ understood exceptionally well was that shorter, personal texts are performing much better than repurposed Email Newsletters. Reaching customers where their friends are also means to show commitment to and optimize for this channel.

Interactivity: WhatsApp newsletters give the customer the sense of a two-sided conversation and allow Concrete Jungle to collect valuable information about their preferences. Buttons and quick replies help build the feeling of having a real conversation with the brand.

Step 3: Grow customer relationships

Charles Options

Relevance: charles’ enables Concrete Jungle to precisely target and segment WhatsApp newsletters by gender, purchase data, and other factors. This maximizes conversion since newsletters are always relevent to the customer.

Personalization: WhatsApp newsletters can also be personalized with data about each customer, helping them build a personal rapport with the brand. Getting early access to new products and other exclusive offers helped customers feel connected to Concrete Jungle.

Result Stat2
route Roadmap

After building an initial subscriber base, the next phase of Concrete Jungle's collaboration with charles is to scale this and further improve conversion rates through this channel. In a short time, WhatsApp has been proven to be a crucial channel and an essential part of Concrete Jungle's marketing portfolio.


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