Ecommerce
Red Letter Living
How We Connected WooCommerce, Mailchimp, and HubSpot Into One System
- Systems unified: WordPress, WooCommerce, Mailchimp, and HubSpot
- 4
- Church quote requests creating deals in a dedicated pipeline
- HubSpot
- Site-wide tracking behind the retargeting and Google Ads work
- GA4
About the project
Red Letter Living helps churches and individuals grow in their faith by providing engaging, practical discipleship resources based on the words of Jesus. Through books, small group materials, and churchwide campaigns, including the 40-Day Red Letter Challenge, they empower people to put their faith into action and live more like Christ in their everyday lives.
Red Letter Living partnered with Vizionality to support and optimise their growing digital ecosystem, which includes a WordPress website, WooCommerce store, and Mailchimp integration. As their platform evolved to serve more churches and individuals across the country, they needed a trusted partner to ensure their site remained fast, secure, and easy to navigate. With new products launching regularly and a growing email list to manage, they were looking for more than basic website maintenance. They needed strategic guidance to streamline operations, improve performance, and enhance the full customer journey from first visit to follow-up communication.
Vizionality stepped in to manage site updates, optimise WooCommerce functionality, and refine Mailchimp automations to better connect with their audience. We also implemented advanced tracking across the site to help their team understand user behaviour and improve marketing efforts. To further unify their sales and marketing operations, we integrated WooCommerce with HubSpot, syncing customer and order data in real time. This allowed Red Letter Living to track buyer behaviour, segment contacts more effectively, and automate personalised follow-ups based on user activity and purchase history.
One System Behind the Store, the List, and the Sales Pipeline
Vizionality partnered with Red Letter Living to modernise and elevate their website, ensuring it could support their growing audience and evolving product offerings. As part of the update, we rebuilt key sections of the WordPress site to improve performance, mobile responsiveness, and user experience. A major enhancement was a custom product filter, allowing users, particularly pastors and church leaders, to browse resources by audience type, challenge category, and delivery format. This streamlined the path to purchase and helped users quickly identify the materials best suited for their ministry needs.
To unify the organisation's digital tools, we integrated WooCommerce, Mailchimp, and HubSpot into one cohesive system. This eliminated data silos and enabled smoother communication between marketing, sales, and operations. Customer behaviour and order history now sync automatically into HubSpot, supporting better segmentation and automation. We also implemented GA4 and Google Tag Manager to track key actions across the site, and connected Google Ads to support retargeting and campaign strategies that drive traffic and conversions more effectively.
One of the most impactful improvements was the design and implementation of a custom Request a Quote sales flow within HubSpot. This allowed Red Letter Living to better serve churches that prefer to request quotes for bulk orders rather than purchasing directly through the online store. The workflow captures key form data, creates a deal within a dedicated sales pipeline, and enables the team to track, manage, and follow up with each church inquiry from submission through close.
The challenge
Red Letter Living was experiencing rapid growth in demand for its discipleship resources, but their digital systems were not keeping pace. Their WordPress website, WooCommerce store, Mailchimp email marketing, and HubSpot CRM operated in silos, leading to fragmented data, manual processes, and limited visibility into customer behaviour. Managing bulk orders and church quote requests was especially challenging, with no clear pipeline to track leads or follow-ups efficiently. These gaps made it difficult for the team to optimise the customer journey, scale outreach efforts, and make data-driven decisions to support their mission effectively.
What we did
- Rebuilt key sections of the WordPress site for performance, mobile responsiveness, and a cleaner path to purchase.
- Built a custom product filter so pastors and church leaders can browse by audience type, challenge category, and delivery format.
- Integrated WooCommerce with HubSpot so customer and order data sync in real time rather than living in separate systems.
- Refined Mailchimp automations so follow-up communication reflects what someone actually bought and did.
- Designed a Request a Quote flow in HubSpot that captures the form, opens a deal in a dedicated pipeline, and tracks each church through to close.
- Implemented GA4 and Google Tag Manager across the site, and connected Google Ads for retargeting and campaign work.
The outcome
The store, the email list, and the CRM now behave as one system rather than three. Order and behaviour data lands in HubSpot without anyone re-keying it, follow-up is automated against what a customer actually did, and the bulk church orders that never fit the storefront run through a pipeline the team can see and manage end to end.
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