30% More Revenue Generated In Three Months

Background

My client is based in the Netherlands and is in the fashion and apparel niche. They approached me because they were launching a new store. Most case studies on the web refer to English-speaking countries, so I hope this study demonstrates the effectiveness of email marketing in other places, in this case, the Netherlands.

Before they started working with me, they were already sending out sale and promo email campaigns, but these were not optimised for conversion. I provided feedback for their existing campaigns, added improvements, and created new campaign emails from scratch.

An effective email marketing strategy can produce almost immediate results, as seen in this case. We witnessed an incredible increase in email marketing revenue within just one month of working together, and we’re continuing to see consistently strong results four months later.

Before working with us

After one month implementing our strategies

Before our implementation

• Weren’t sending any flows

• Only had a footer opt-in form

• Never split-tested their email campaigns

• 18% of total revenue from Klaviyo

After our implementation

• 5 core flows set up and running

• Pop-ups added to the website

• Campaign strategy optimised with best practices and split-testing

• Store revenue increased to 48% in one month

Our Impact

Before I get into the specifics of what we created for my client, I’ll first explain the three categories I use to build my flows:

Customer Acquisition

The main goal of these flows is to transfer shoppers from the “Awareness” stage to the “Purchase” stage of the customer journey. The core customer acquisition flows are Welcome Series, Browse Abandonment, and Cart Abandonment.

Customer Retention

As the name suggests, these flows aim to retain customers. Customer Retention is achieved by raising customer satisfaction, creating a feedback loop, and cross-selling or upselling products. The core customer retention flow is the New Customer flow.

Customer Advocacy

The customer advocacy flow primarily aims to turn repeat purchasers into loyal customers and, eventually, brand advocates. Brand advocates are created by identifying frequent customers and rewarding them with schemes such as a VIP or customer referral program and a points rewards system.

Email Flows: Flows are essential to every email marketing strategy. One reason flows are so powerful is that they’re triggered by customer behaviour, so when subscribers receive them, it feels natural. When constructed properly, flows guide customers through the customer lifecycle, and because they’re automated, they operate 24/7.

A good email marketing strategy consists of flows and campaigns. Flows are triggered by subscriber behaviour. For example, they support customers throughout their entire lifecycle by abandoning a cart or making a purchase. Campaign emails are sent manually. I categorise these emails into Trust, Content, and Sales/Promotional emails.

Here are the results of my email marketing efforts after just one week:

The flows I implemented were the five core flows for all eCommerce email marketing ecosystem:

Welcome Series — A series of emails triggered after a customer signs up for the email list

• Browse Abandonment — Emails triggered by a subscriber looking at a product without purchasing

• Abandoned Cart — Email series trigger when a shopper abandons a cart

• New Customer — A series of emails sent after a customer purchases. Typically, the emails thank the new customer and upsell relevant products

• Returning Customer — An after-purchase set of emails that aims to reward repeat customers

Typically, the Welcome Series generates the most revenue out of all the flows because pop-up incentives attract shoppers with high buying intent.

Here is one of the pop-ups we used:

And here are our pop-up conversion rates:

Conclusion

To summarise this case study into a sentence, it would be “The numbers don’t lie”.

A well-structured flow setup leads to an immediate profit increase in the short term. But, in the long term, it lays the foundation for capturing emails, increasing conversions, and upsells for many months.

A strategic email marketing campaign strategy is vital to maintaining list growth and a steady revenue stream through sales/promotions, informative content and trust campaigns.

When flows and campaigns work together, the former helps capture and acquire new customers, and the latter helps retain them.

Are you ready to improve your retention marketing?

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