$100,000k Revenue Generated In Just 4 Months

Background

Based in Rep Ireland, my client operates in the sustainable athletics niche. They had decent site traffic and a steady revenue flow. However, their open rates were meagre, and one contributing reason was that they weren’t producing consistent content for their flows and campaigns.

After auditing their email workflows, I realised they needed to reinvent their email marketing strategy. Their customer acquisition strategy was decent, but there were many opportunities to grow their list and reap more rewards in their customer retention.

Before working with us (top)

4 months after we set up email flows and ran campaigns (bottom)

Before our implementation

• Well set up — Welcome Series, Browse Abandonment, and Abandoned Cat flows, etc

• Weren’t utilising key persuasive elements in the sales funnel

• Below 13% daily average open rate in February and March 2023

• Below 0% of total store revenue attribution from emails

After our implementation

• 5 automated email flows that work off one another to recover customer journey drop-off points

• Implemented my strategy for handling the 5 common objections in the sales journey

• 41.3 daily average open rate in June 2023

• From $0 to $30,218 in total store revenue after four months and over $160,000 from emails alone last year

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. My client at the time had just come out of a month where they made $0 from email marketing, so I had to ensure the customer acquisition flows were working correctly. Upon further inspection, I noticed my client didn’t have a pop-up form and relied on shoppers signing to the list in the footer without any incentives. 

My client had a decent-sized list, but I noticed a change immediately once I started using a pop-up and an excellent incentive to sign up.

To further optimise the customer acquisition strategy, I reconstructed the three core acquisition flows: Welcome Series, Browse Abandonment and Cart Abandoned.

The Welcome Series is the overarching flow at the beginning of the customer lifecycle. Its simple function is to drive traffic to the website, and its most complete function is to create a first-time customer. The Browse Abandonment and Cart Abandonment flows work to bring back shoppers who drop off on their journey from awareness to purchase.

I also included two simple yet effective email flows to maximise conversion and create an automated revenue stream. One of these two flows was the New Customer flow, which had the highest open rate. Most marketers emphasise cross-selling and upselling to first-time customers at this stage of the customer lifecycle. Though this is true, I don’t think there is enough emphasis on customer satisfaction. If the customer is satisfied with their purchase, cross-selling and upselling need only be minimal.

Setting up a series of effective emails takes around 3-4 weeks. Once they’re set up, you’ll see results as early as a month and as late as a few months.

I set up my clients’ flows in late spring. In May 2023, open rates had soared to 41.3% with a click rate of 8.80%.

Email flows work 24 hours a day, seven days a week, to drive revenue on autopilot. Five flows are just the start. Check out this email marketing flow list for ideas beyond the five essentials.

In June 2023, I began setting up campaign emails. In this case study section, I’ll explore the different types of content emails and my most effective strategies for increasing click rates.

I divide campaign emails into three categories:

Trust

Engaging emails designed to foster dialogue between the brand and its customers.

Content

Longer form emails on subject matter relevant to the store. In this case, athleisure and fitness.

Sales/Promotional emails

Sales announcements, reminders, and product promos.

My client had always only included one CTA in their emails, but I decided to introduce two in both campaigns and flows. Introducing two CTAs is one of the simplest but effective ways to increase conversions.

Instead of a simple “SHOP NOW” button, I brought in “PRODUCT A” and “PRODUCT” as the two CTAS. This simple change shifts the subscriber’s thought process. Rather than thinking, “Should I click this or not?” the thought becomes, “Which button should I click?” Adding two CTAs is a swift and valuable tactic to increase click rates for a store that sells multiple products or brands.

The month following implementation, my client went from $0 to over $3,000 from email campaigns alone.

Conclusion

By setting up well-integrated acquisition and retention flows, I created a highly profitable and automated revenue stream that propelled my client’s remarkable growth. My client’s revenue surged to over $100k in just four months, elevating their revenue per recipient (RPR) to $0.17. Beyond email flows, I’m continually optimising CRO, increasing repeat purchases, and supporting the email flows with high-performing email campaigns. My client is very excited for Q1 2024.

Check out more email marketing case studies to discover what eCommetry can do for your business.

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