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How we increased a brand’s email revenue by €442,000 in 12 months

How we increased a brand’s email revenue by €442,000 in 12 months

By E-commerce Strategies, Email & SMS Campaigns, Flow Building

How we increased a protein brand’s email revenue by €442,000 in 12 months

Although we consistently drove over 30% of this brand’s revenue through email marketing, this can be a vanity metric.

See how we conducted email marketing and retention strategies to identify growth opportunities for conversion rate, LTV, campaign content & flows to increase this brand’s email revenue by €442,000.

Imagine turning your overlooked email list into a goldmine…

As an ecommerce brand owner or manager, you’re constantly bombarded with strategies claiming to skyrocket your revenue.

In this article, we’ll explain how we transformed a client’s dormant email list into a staggering €442,000 in revenue.

All within 12 months.

However, This isn’t a tale of overnight success or unattainable marketing magic.

It’s a reality we created.

How we increased a brand’s email revenue by €442,000 in 12 months

For this client, our journey began with zero email revenue.

Our goal was clear: to unlock the full potential of email marketing and drive significant revenue growth.

However, margins were tight.

This had to be a tactical plan that increased profit as well as revenue.

A one-size-fits-all approach with some discounts would not suffice.

We needed to dig deeper.

We’d to understand their customer, their buying patterns and the psychology behind their behavior.

So, here’s a peek behind the curtain of our journey from €0 to over €442,000 solely through email.

We focused on:

  • Pop-up Optimisation
  • Pre-purchase Flow(s)
  • Post-purchase flow(s)
  • Campaigns
  • Segmentation
  • A/B Testing 

Mapping out all the numbers for the customer lifecycle from the point from when someone makes their first purchase.

  • What % of first purchasers end up making a second purchase & how long does it usually take them?
  • What % of second purchasers go on to make a third purchase and for how long?

From here, we could really hone in on specific areas of that customer journey.

With the majority of brands, the first purchase to the second purchase is really where most of the drop-off happens in retaining customers.

Typically, once someone has made a second purchase, the chances of them making a third purchase is significantly higher.

The main area is to focus on that first purchase.

 

The Client’s Challenge

At the outset, our client faced the common yet daunting challenge of having a non-existent email revenue stream.

Despite having a strong product offering, they were missing out on the lucrative opportunities that effective email marketing strategies can provide.

With no relationship built with customers, it was very transactional.

Repeat purchase rate was low meaning cost-per-acquisition was high

When we met with this client as they’d no base or efficient backend system to increase the lifetime value of their customers, they were finding it difficult to scale profitably.

Research: Laying the Groundwork for Success

Upon onboarding a new client, our first and foremost task is to conduct comprehensive research.

This initial phase is crucial in shaping the entire email marketing strategy and ensuring that it’s deeply aligned with the client’s unique position in the market.

Our AI-Driven Review Analysis

Our approach begins with an AI-powered strategy that allows us to scrape and analyse reviews.

Not just for our client but also for their major competitors. 🙂

This advanced technology enables us to sift through vast amounts of data efficiently, extracting valuable insights that might otherwise be missed.

Understanding Customer Preferences

By analysing these reviews, we gain a thorough understanding of the features and benefits that resonate most with customers.

This insight is vital, as it guides us in highlighting similar aspects in our client’s offerings, ensuring that our email content aligns with what the market values most.

Identifying Pain Points

Equally important is our ability to identify pain points and issues that customers face.

This information is gold for our email marketing strategy.

Knowing the challenges and objections of the target audience allows us to tailor our email copywriting to address or preempt these concerns effectively.

The Power of an Informed Strategy

Now we’re ready.

Armed with this deep understanding of both the positive aspects and the pain points, we’re able to create email content that is not only appealing and engaging but also incredibly relevant and persuasive.

This research phase sets the stage for all subsequent strategies.

It ensures that every piece of content we create is informed, targeted, and optimised for the best possible performance.

It’s not just about sending emails.

It’s about sending the right emails to the right people at the right time.

Our Approach: Tailoring a Strategy

Our strategy was multi-faceted, beginning with a deep dive into the client’s business model, target audience, and market positioning.

This understanding was crucial in crafting a bespoke email marketing strategy that resonated with their audience and aligned with their brand values.

We also took time to understand their margins.

Paid advertising is a large part of their business, therefore we also worked closely with their ads team.

It’s important that our copy and product offerings align. This is an important lesson for any brand owner or manager utilising multiple strategies.

Your email and paid advertising team must be singing off the same hymn sheet.

Maybe mention ‘fast-forward 12 months’ our team along with the paid ads, and web development team tackle each ‘peak’ in sync.

The result of this?

Higher sales, better conversion rate.

The Journey to €442,000

For the purpose of this article, we’re keeping things relatively simple.

However, there were a lot of moving parts and many smaller objectives we’d have to hit along the way before reaching €442,000 in revenue solely from email.

The first step was to understand customers and begin to build a relationship.

This is something that takes time and cannot be done overnight.

It also can’t be false or customers will see straight through it. You must stick by your brand values.

Do What You Say & Say What You Do

Actions speak louder than words. Through your actions, you’ll build that relationship and turn once-off customers into lifetime brand advocates.

Below are some of the key pillars of our strategy from the outset.

1. Establishing a Strong Foundation

Our first step was to lay a solid foundation for the email marketing strategy. 

This involved setting up essential email flows, segmenting the audience, and establishing key performance indicators (KPIs) to track progress.

However, this alone is not enough. If anything, that’s the basics and should be the starting point for any email marketing agency worth their salt.

We need to dig deeper. Our plan involved gathering zero-party data that we sought to be relevant.

It’s important to carefully collect this and not overload your ESP with data you’ll never use.

Having this information allowed us to understand customers and allowed us to pre-handle potential objections. 

Take the Welcome flow for example, this enabled us to send recipients through the relevant path with tailored messaging.

When we collected this zero-party data, we then shared this information with the Ads team so they could tweak their strategy.

Also, when customers willingly share their information in exchange for personalised experiences, it automatically establishes a reciprocal relationship.

Tip: When collecting zero-party data, try to collect it at the point with the highest intent. We collect this data at the pop-up stage. 

When looking to collect such information, the Breadcrumb Technique is often the best option.

2. Creative and Engaging Content

We focused on developing creative content that engaged the audience. 

This included designing visually appealing email templates and crafting compelling copy that spoke directly to the client’s customer base.

This involved analysing customer data, understanding their preferences, interests, and pain points.

Our goal was to create content that felt personalised and directly spoke to the needs and desires of the audience.

Become a storyteller

Our content creators focused on storytelling. 

Each email was more than a sales pitch; it was a narrative that connected the product to the reader’s life. 

We used engaging headlines, persuasive copy, and a tone that matched the brand’s voice, making each email an enjoyable read.

Test and create feedback loops

We continuously tested various aspects of our email content, from subject lines to the layout of the body.

We used customer feedback and analytics to understand what worked and what didn’t, allowing us to constantly evolve and improve our content strategy.

Test and learn.

3. Strategic Campaigns and Flows

We launched targeted campaigns and automated email flows, each meticulously designed to guide the customer through a journey from awareness to purchase.

The purpose of these flows is to educate and build relationships with your customers.

In turn, this will drive revenue.

Here’s a snapshot of how we broke down our flows:

Pre-Purchase Flows

  • The Welcome Flow

The Welcome Series is often underutilised by many direct-to-consumer brands.

However, it serves as the first point of contact with potential customers and allows you to make a lasting impression.

The primary goal of a welcome series is to introduce subscribers to your brand, products, and values while building a meaningful relationship.

It is an opportunity to engage with your audience, capture their attention, and encourage them to take desired actions.

The number of emails in a Welcome Series may vary depending on your brand. If open rates are still high, you can continue to add emails.

If you’re looking for answers on how to craft an effective Welcome Series, then you can check out our blog. 

  • Site Abandonment

This email serves those higher up the funnel and perhaps with less intent.

They’ve simply viewed your website. This email should be somewhat simplistic and serve as a reminder to return.

  • Browser Abandonment

Again, these are quite high up the funnel and are likely ‘window shopping’.

Browser Abandonment emails are sent automatically to your website or online store visitors who left without making a purchase.

The aim is to re-engage these potential customers and encourage them to return and purchase.

There’s no need to erode margin by panicking and offering heavy discounts. Some ideas for your email could include:

  • Highlighting your products USPs and benefits
  • Showcasing customer testimonials
  • Comparing your products vs a competitor

You can also personalise the experience by highlighting the specific page they’d previously visited.

  • Abandoned Cart

Abandoned Cart emails are sent after someone views a product on your website.

They’ve added to the cart but not proceeded to the checkout page. Although there’s less intent than the Abandoned Checkout, it’s still an important flow to focus on.

You should focus on the copywriting and highlighting the product(s) that they’re leaving behind.

Depending on your brand’s tone of voice, you can play around with eye-catching subject lines and messaging here too

  • Abandoned Checkout

Unfortunately, a large percentage of people who visit your website won’t purchase.

But you’ve put the time, effort, and money in to attract them to your website. 

Therefore, having an effective Abandoned Checkout flow in place is crucial.

They’d almost crossed the finish line. They’d like your product(s) enough to make it all the way to the checkout but fell at the final hurdle.

An effective Abandonment Checkout flow well done correctly can recuperate vast amounts of otherwise lost revenue.

Some of the pillars of an effective Abandoned Checkout include:

  • Segmenting flows buy first-time vs repeat purchaser
  • Segmenting flows vs value (Over € vs Under €)
  • A/B testing offers, subject lines, and time between each campaign

In regards to this case study, our big win within the Abandoned Checkout flow was A/B testing the time delay between the first and second email.

Over 75% of people who order from this brand opt-in for next day delivery.

We A/B tested a 50% random sample split.

  1. 50% – 3 hour delay
  2. 50% – 24 hour delay

After looking at the result of the A/B test, we noticed a rise of 5% in placed orders from the 3-hour delay.

We identified this pain point by looking at the historical delivery data and collecting zero-party data.

This enabled us to then tailor our copy around this pain point and clarify the timelines for delivery.

Their purchase was time-sensitive so we had to act quickly.

Ab testing time delays

Post-Purchase Flows

When done correctly, post-purchase emails are extremely powerful.

There’s a myth thrown around sometimes that customers don’t want to hear from you after a purchase.

However, this couldn’t be further from the truth. It’s your job to remove any potential buyer’s remorse and add value.

There is an opportunity for a cross-sell or upsell, but most post-purchase emails should be about education and providing value.

Post-Purchase nurture

You can send an email showcasing how your products can be used. Educating the customer and putting their mind at ease.

In this particular case study, we educated on the following areas:

  • How to use the product in various ways
  • How to make the product last longer (it was perishable goods)
  • Specific ingredient spotlights and breakdowns
  • Highlighting the story of the brand and the people behind it.

Educating and telling stories is powerful. In this example, the business is in its third generation of the same family. 

These are stories your customers like to hear and help to create a relationship with them. 

The relationship should never be purely transactional.

Other post-purchase flows you can focus on are:

  • VIP
  • Winback flow
  • Replenishment flow
  • Sunset flow
Post purchase flows

Sprinkling some Post-Purchase Magic

A focus of ours was the new customer repurchase rate

This is the percentage of new customers who make another purchase after their first order.

It’s a metric that can often make or break e-commerce brands.

Particularly those who may not be profitable on the first purchase.

We analysed the average time between the 1st and 2nd order. From here, we tailored our win-back campaigns to trigger at a relevant time. 

It was clear that 81% of customers who purchased for the first time ordered again within the first 30 days. After 30 days, customer engagement declined sharply. 

Where brands often fall short is in teaching customers on how to get the most value out of their first purchase.

The sale process doesn’t just end because someone has bought from you. 

This is now your time to nurture the relationship and educate and increase the 1st to 2nd purchase % rate.

  • Get them excited 
  • What to expect from using your product
  • When are they going to receive
  • What are the benefits they are going to receive
  • What are they going to see in the first 30,60,90 days
  • How to use the product
  • How should they store the product(s)

Think about your value proposition. 

What is the relationship you want to cultivate with your audience?

In this case, our post-purchase flow was tailored around this data. 

The majority of customers order for next day delivery so the product more often than not was in their hands within 24 hours. 

This meant that we could start educating from the get-go. 

This client had no post-purchase flow before working with us. 

They didn’t know the average time between orders or the reasons why people bought. 

Our post-purchase series helped increase first to second order by 25% in the first 60 days. 

Knowledge is power 🙂.

Campaigns

We break our campaigns into categories depending on what outcome we’re looking to achieve.

Both campaigns and flows played a part in making email a successful revenue stream for this brand.

We did use ‘sales’ emails but sparingly. Instead, we focused on education and building relationships.

This increased the average order value, lifetime value, and overall profitability.

Value/Content based Campaign ideas

  1. Myth buster
  2. Customer Testimonials
  3. How to do X
  4. Blog content
  5. Behind the scenes
  6. Press mentions
  7. Quizzes
  8. UGC

Sales / Product based Campaigns 

  1. Bestsellers
  2. X of the month
  3. Product launch
  4. Holiday period
  5. Flash Sale
  6. Bundle

4. Continuous Optimisation

Continuous A/B testing and data analysis allowed us to refine our strategies, ensuring maximum efficiency and effectiveness of each campaign.

Pop-ups

We placed a strong emphasis on continuous optimisation of the website pop-up.

From using the Breadcrumb Technique to split testing designs, imagery and offers.

It was important we optimised. 

We closely monitored user feedback and key performance metrics. 

This continuous loop of feedback, analysis, and refinement allowed us to stay ahead of trends and adapt to the ever-changing preferences of our audience.

Other tests we ran during the year were:

  • A/B Testing flows
  • A/B testing Abandoned Checkout by over/under value €
  • Returning vs non returning customer splits
  • Time delays
  • Subject lines
  • Email structure
  • CTA’s

These tests allowed us to ensure each campaign, flow and pop-up were optimised.

Email marketing is not a game of set and forget.

Things change and they change quickly.

It’s important to always be keeping an eye and making tweaks as you see fit.

From Zero to Hero: More Than Just Revenue in Email Marketing

While boosting revenue was a primary goal, ensuring increased profitability was equally crucial.

We didn’t just aim for higher sales; we focused on making each sale more profitable.

This meant optimizing our email campaigns to target not just more customers, but the right customers – those who were more likely to make higher-value purchases and engage with the brand on a deeper level.

Of course, the additional €442,000 in revenue will catch the headlines.

However, these can often be vanity metrics. The real measure of success lies in the business’s overall profitability.

Driving revenue could be done with heavy discounts and constant sales.

This is an approach we always steer clear of.

Instead, we focus on providing value to customers and building relationships. 

In turn, we can increase customer lifetime value, average order values, and overall profitability.

For email to be a successful pillar of any business, it must be contributing to the business’s overall profitability.

Increased Customer Retention

A significant part of our strategy was turning one-time buyers into repeat customers.

This focus was not just about immediate sales; it was about reducing overall acquisition costs in the long run.

This was done through crafting several different strategies. 

We categorised customers and spoke to them in certain ways at specific times.

Ready to Transform Your Email Marketing?

If you’re an eCommerce brand owner or manager looking to elevate your email marketing strategy, we’re here to help.

Reach out to us for tailored solutions that not only boost your conversion rates but also foster lasting customer relationships

Book your chat here: https://calendly.com/caolan-optima/15min?month=2023-12

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