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1. Introduction
Client Overview: This client is a leader in a sub-category of the hugely successful men’s apparel category. The target audience initially was men 16-65. The brand became widely popular after appearing on Shark Tank.
Challenge: The brand was generating ~$100k per month in revenue, but only ~10-15% came from email. They were sending emails to their entire list, the design of the emails was inconsistent and low quality, and they were only sending 3-4 emails per month, which was the majority of their email revenue. They didn’t have all the core flows in place, so the revenue from flows was minimal.
2. Strategy
Approach: The client was leaving a lot of money on the table by not having the core flows set up and by sending so few emails per month. This was the plan for the first 3 months:
Month #1
Create 2 acquisition-focused flows (Welcome Flow, Abandoned Checkout Flow)
Create and send 12 campaigns
Create two new pop-ups (mobile and desktop) and achieve a sign-up rate of at least 10%
Month #2
Create 2 acquisition-focused flows (Abandoned Cart Flow, Browse Abandonment Flow)
Create and send 12 campaigns (adjust based on our learnings from Month 1)
A/B test and optimize the pop-ups to increase the sign-up rate even more
Month #3
Create 3 retention-focused flows (Post-Purchase Flow, VIP Flow, Win-Back Flow)
Create and send 12 campaigns (do A/B tests focusing on one underperforming metric - open rate, click rate, etc)
Design seasonal/sale-related pop-ups
3. Results
Results: We started working with the client at the beginning of 2023 after they had tried several other freelancers/agencies. We generated a total of $1.27M in revenue from email marketing alone, which was an increase of 321.6% compared to 2022.
We generated $343,288 from Campaigns and $926,275 from Flows, which was an interesting turn of events considering their flows were massively underperforming when we took them on.
Screenshots:
4. Design Examples
5. Conclusion
Summary:
We increased the revenue generated via email from 10% to 22% in one year
We generated $1.27M in revenue from email marketing alone, an increase of 321.6% compared to 2022.
We increased the number of people who received campaigns by 60% and the number of people who went through the flows by 600%
We established a systematic way of doing email marketing that resulted in consistent results every month and an incredible increase in revenue over the year
Future Steps:
Continuously optimize and improve the live flows
Aim to improve underperforming metrics every month with strategic A/B tests and optimizations
Create/update existing flows with additional branches when new products are being launched
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