Last year, I took over a clothing brand’s email marketing strategy.
In the first 6 months, I 25x’d revenue.
Here’s the exact strategy:
Background
Brand: can’t disclose
Niche: clothing
Problem: no email strategy in place, (only an underperforming abandoned cart)
literally, they were leaving millions on the table by not taking email marketing seriously…
I took over and did this:
- Installed pop-up offering a freebie and asking for name and email right off the bat, this pop-up started converting at a 12%.
- Crafted the following flows.
- Welcome ( 5 emails & 1 SMS).
- Abandoned cart ( 4 emails & 2 SMS).
- Browse abandonment ( 4 emails).
- Abandoned check-out ( 4 emails).
- Post-purchase ( 6 emails).
- Customer win-back ( 4 emails).
- VIP (3 emails).
the best converting flows in this account were the welcome flow ( $4 per recipient) and the abandoned cart flow ($3 per recipient).
These 2 flows attributed most of the flow revenue.
- Campaigns
First, I came up with 10 segments.
( 6 segments out of a «highly-engaged» tier and 4 other segments out of a «win-back» tier).
We sent 22 emails to our highly engaged segments and 8 emails to our win-back segments per month.
My goals for each email were:
- keep Open rates between 15% and 25%.
- CTR higher than 1%.
- revenue per recipient higher than $1
in terms of content, I took a value-based approach for 90% of the emails and a promotional approach for the other 10%.
Keys to my success:
- awesome products & customer service.
- lots of website traffic.
- no email marketing, prior to my management (huge opportunity).
- brand was already doing Ms per month, so it was quite easy to bump their revenue with email And here’s some proof of my claims.
Before vs after
