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1. Introduction
Client Overview: This client is a US-based brand selling electric bikes.
Challenge: They didn’t have an email marketing system in place when we took them on. They were just capturing people’s email addresses through a simple pop-up and then sending them 2 Welcome Flow emails - no branding, basic designs, short and boring copy.
They were sending 5-6 campaigns per month of the same quality to the entire list. They were not collecting any customer testimonials or UGC.
2. Strategy
Approach: Since we had to start from zero, and there was a lot to do, we started with the fundamentals.
Month #1
Create 4 acquisition-focused flows (Welcome Flow, Abandoned Checkout Flow, Abandoned Cart Flow, Browse Abandonment Flow)
Create a new design document with several email layouts and send 12 campaigns to strategic segments
Create two new pop-ups (mobile and desktop) to replace and outperform the old ones, which were only converting about 2% of their traffic
Month #2
Create 4 retention-focused flows (Post-Purchase Flow, VIP Flow, Win-Back 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 closer to 10%
Month #3
Add additional emails to the core flows with specific product messaging to create a more personalized experience
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 2022 at ground zero. In the first year, we generated a total of $590,000 in revenue from email marketing alone, which was an increase of 999% compared to 2021.
In 2023 we continued working with the brand and generated $1.3M in revenue from email marketing, which was an increase of 120.4% from the previous (already successful) year.
We generated $317,328 from Campaigns and $983,867 from Flows, which only proves how important (and profitable) it is to have a solid automated email marketing system in place.
Screenshots:
4. Design Examples
5. Conclusion
Summary:
We generated $590,000 from email marketing in our first year working with the brand (2022), which was an increase of 999% compared to 2021.
We generated $1.3M from email marketing in 2023 (second year), which was an increase of 120.4% from the previous year and accounted for 26.16% of their total revenue
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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