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1. Introduction
Client Overview: This client is a US-based store selling luggage, backpacks, travel bags, and more.
Challenge: The brand was already generating significant revenue via email marketing and this was their most successful channel in terms of converting first-time buyers as well as retaining previous purchasers. Email was responsible for about 25-30% of their overall revenue, however their email setup was quite basic, the designs were inconsistent, and they were sending about 5-6 emails per month.
2. Strategy
Approach: We knew there was potential here to significantly increase the revenue generated by email to ~50% if we optimized the core flows, introduced some additional post-purchase flows, and increased the campaign sending frequency. This was our plan for the first 3 months:
Month #1
Optimize the 4 core flows (Welcome Flow, Abandoned Checkout Flow, Abandoned Cart Flow, Browse Abandonment Flow)
Establish a new design approach for the campaigns, increase the frequency to 12 per month
Create two new pop-ups (mobile and desktop) and achieve a sign-up rate of at least 10%
Month #2
Add additional product-specific emails to the core flows to deliver more personalized messaging and increase sales of best-sellers
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
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 2022. In the first year, we generated $1.82M with email marketing, which accounted for 45.66% of their total revenue.
This was an increase of 41.9%.In 2023, our second year working with the brand, we generated $2.02M with email marketing, which accounted for 47.52% of their total revenue, and we saw an increase of 11.3% from our ultra-successful first year.
We generated $1,270,327 from Campaigns and $754,342 from Flows, which only shows how important it is to send out at least 12 targeted and engaging campaigns per month.
Screenshots:
4. Design Examples
5. Conclusion
Summary:
We generated $1.82M with email marketing in our first year working with the brand
We generated $2.02M with email marketing in our second year, which accounted for 47.52% 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
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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