The Best Is Yet to Come: Kost1's Journey to Smarter, More Human Marketing
Norway's fastest-growing supplements brand has built something rare: a loyal customer base, award-winning growth, and a marketing team that genuinely loves the tools they work with. Here's how Apsis became part of the story.
In our marketing, we work in a structured and targeted way, focusing on building long-term trust rather than short-term sales
A Brand Built on Trust
In a crowded Norwegian supplements market, Kost1 has made its mark by doing things properly. Founded in 2007 and formally incorporated in 2010, the Stavanger-based e-commerce company has grown from a modest product range into one of Norway's most recognised names in health and wellness
With 18 employees managing over 100 million NOK in annual revenue, Kost1's success comes down to a clear mission: be the best in class when it comes to product range, fast delivery, and top-rated customer service.
"In our marketing, we work in a structured and targeted way, focusing on building long-term trust rather than short-term sales," says Siren Lunde Figved, Marketing & Product Developer at Kost1.
The Challenge: Growing Pains and a Need for Structure
As Kost1's product range expanded and its customer base broadened, moving beyond dedicated fitness enthusiasts to everyday consumers looking for vitamins and general wellness supplements, its marketing approach needed to evolve with it.
Before Apsis, the team was working without a solid foundation. Emails and SMS were handled manually: “The main challenges were that we didn't have any structure set up for emails and SMS marketing. A lot of things were manual, and the team wanted better automation, better segmentation, and more control over the full customer journey," explains Helene Ravnås Vistnes, Marketing & Product Developer at Kost1, working together with Siren. "That's why they started looking for a more complete marketing platform, like Apsis."
Choosing Apsis: The Right Fit for a Nordic Business
When Kost1 evaluated marketing platforms, two things mattered above all: functionality and trust. As a Norwegian company handling customer data, working with a European provider was non-negotiable.
"For us, it's important to work with a European provider. It gives us security — to know that data is handled within Europe and follows European regulations," says Helene. "That was an important factor when choosing Apsis."
And Apsis checked every box: it brought email and SMS into a single platform and was easy to learn and collaborate with: "Apsis matched our needs and our growth plans. For us, it's very important to have a system that is easy to use and functional. Having everything on the same platform was valuable for us — and it's easy to create emails. We can work together on the same project. That's a big plus." Explains Siren.
Emails, SMS, and the Power of Both Together
At the heart of Kost1's marketing activity are regular campaigns (often running weekly) built around product launches and promotions: "When we plan a sale, Apsis is where we create and send our emails and SMS to customers. It's helped us keep everything structured and reach the right audience," says Siren. "It's a simple setup, but it supports our sales activities in an efficient way."
The team has found particular power in combining email and SMS as complementary channels: "We use both SMS and email, and we experience that they work well together," says Siren. "When we send SMS, we always use email alongside it for bigger campaigns."
The difference between the two channels is clear and intentional: SMS drives immediate action while email delivers lasting impact.
We see great potential in developing our marketing further with the platform. The market is growing, and for us it's important to stay flexible and adapt to customer needs. Apsis plays an important role by helping us communicate quickly and effectively during campaigns and sales. And we hope to use it more."
Helene Ravnås Vistnes • Marketing & Product Developer at Kost1
There's also a control that social media simply can't offer. "With SMS and emails, you can plan exactly when the information reaches the customer," says Siren. "On social media, you don't know when they're going to see it. With email and SMS, you know it's going to be within 24 hours so you have more control over your promotions."
SMS also plays a unique local role for Kost1, which operates both online and in-store. "We use SMS to get locals into the store, for example, for a specific sale. We can see that sales increase and there are more people in the store when we've sent an SMS," says Siren.
Another strong use case has been abandoned cart reminders, which the team uses actively and which have shown impressive results in driving customers back to complete their purchases. Overall over 2025, triggering messages after an abandoned cart has generated 3% of their overall revenue, while going up to 5% some weeks.
The team likes to reflect on the progress made: "When we look back at the emails that were sent before our time, it was only one image. Now we have 20 products in one email and more. It has developed," says Helene. "It's been an important part of our marketing development and growth over the years."
Together with the evolution of the design, the team has also seen a clear increase in open rates compared to when they first started. The number of subscribers has grown significantly as well, enabling Kost1 to reach a much larger audience.
What's Next: Automation, Segmentation, and Personalisation
Kost1 is candid about where they are in their Apsis journey, and excited about where they're going. The team knows that significant potential is still untapped, particularly in marketing automation and advanced segmentation...
Starting with segmentation, which is high on their agenda. Kost1's product range spans everything from sports nutrition and protein powders to vitamins, women's supplements, and general wellness, a breadth that calls for more targeted communication: "Segmentation can help our relationship with customers, because we don't spam them with things they don't want to see," says Siren. "It can help us get a good relationship with our customers”.
Siren looks forward to the future: "We see great potential in developing our marketing further with the platform. The market is growing, and for us it's important to stay flexible and adapt to customer needs," says Helene. "Apsis plays an important role by helping us communicate quickly and effectively during campaigns and sales. And we hope to use it more."
For other e-commerce companies considering the platform, the team's advice is straightforward: just start.
"We have had a very positive experience using Apsis. It is user-friendly and flexible, and it gives us good possibilities for segmentation and automation," says Siren. "The platform makes it easy to work in a more structured and targeted way with customer communication, without making things too complicated. It also gives us clear insights and reporting that help us improve our campaigns over time."