How I Helped A Premium Womenswear Brand Increase Their Email Flow Revenue By 300% Year On Year
How I Helped A Premium Womenswear Brand Increase Their Email Flow Revenue By 300% Year On Year
Last summer, I had the pleasure of receiving an update from a client that left me not just happy, but utterly elated.
They had seen a staggering 300% increase in revenue from email flows I had implemented for them, spanning from May 2022 to May 2023.
This monumental leap in success is a testament to the strategic changes we made in their email marketing strategy, and I’m excited to delve into the details of how I helped achieve this, and exceeded the expectations of the client.
The Welcome Offer
The journey to this success began with an analysis of the client's existing email marketing strategies. Despite already offering a 10% welcome discount, the brand was not maximising its impact due to a lack of visibility. The solution was simple, yet transformative—showcasing the welcome offer prominently in their pop-up box.
This adjustment, along with a time delay to ensure users weren't immediately bombarded and therefore potentially annoyed, not only increased sign-ups, but also set the tone for a positive customer journey from the outset.
The impact went beyond the initial sign-up, and laid the groundwork for a connection between the brand and its audience. By emphasising the welcome offer, we communicated the brand's value proposition early on, establishing a foundation of trust and incentivising subscribers to explore the brand further.
Implementing an Engaging Welcome Flow
Recognising the need for a more intricate and engaging customer journey, I worked on reimagining their welcome flow. Previously, the client's approach had been to bundle all of their welcome content into a single email, potentially overwhelming subscribers and diluting the impact of each message.
The new strategy was to create a carefully designed series of emails, each serving a specific purpose in guiding subscribers through their welcome journey with the brand. Throughout the welcome flow, the new emails focussed on:
Setting Expectations – Setting clear expectations for the subscriber's experience by providing insights into what they could anticipate as a subscriber, thereby priming them for a personalised and valuable relationship with the brand.
Highlighting the Welcome Offer – Highlighting the welcome offer and encouraging immediate shopping, by placing a spotlight on the discount and its time-sensitive offer, motivating subscribers to take action and make their first purchase.
Building Trust – Here, we delved into the brand’s story, featuring the founder and the narrative behind the brand. This not only added a personal touch but also worked to build trust—a crucial part in nurturing long-term relationships with customers.
Showcasing Credibility – We also focused on showcasing the brand's credibility by featuring best-selling products and customer reviews. This served as a powerful endorsement, reassuring subscribers of the brand's quality and popularity.
By breaking down the information into digestible parts, I ensured that subscribers remained engaged and receptive to the brand's messaging throughout the welcome journey.
Enhancing Abandoned Cart and Abandoned Browse Flows
The focus then shifted to optimising the recovery of potentially lost sales. The client's existing strategy included only a single abandoned cart email, an oversight that presented an opportunity for significant improvement.
I expanded this approach by adding reminders and creating multiple paths within the flows.
Abandoned Cart Flow – The first enhancement involved introducing multiple reminders within the abandoned cart flow, and also a split path between leads and customers so they are dealt with differently.
Abandoned Browse and Added to Bag Flows – Acknowledging the different stages of the customer journey, two new flows were introduced—abandoned browse and abandoned added to bag. The abandoned browse flow targeted users who had shown interest in products without adding them to their cart by re-engaging them, while the abandoned added to bag flow targeted users who had progressed to adding items to their bag but had not completed the purchase.
These three flows combined ensure that as many sales are captured.
Nurturing Repeat Purchases
While the client was consistently sending regular newsletters to their database, they weren’t using flows to help drive repeat purchases with their existing customers.
To rectify this, I implemented three distinct email flows designed to nurture existing and lapsing customers:
Post Purchase Flow – This flow was designed to encourage additional purchases by recommending products based on the customer's previous purchases. By leveraging their purchase history, we offered personalised suggestions aligned with their preferences.
Winback Flow – Targeting lapsed customers, the winback flow contained personalised incentives to reignite interest and encourage re-engagement with the brand.
First Purchase Anniversary Flow – Celebrating the customer's loyalty, the first anniversary flow marked the anniversary of their first purchase with personalised product recommendations. This not only acknowledged and celebrated their customer journey but also provided additional incentives to keep them engaged and purchasing more frequently.
The success story of this client serves as a testament to the positive impact that a well-executed email marketing strategy can really have on your business.
Whether your email marketing flows are already in place or you are considering implementing them for the first time, now is the time to take action. Having a solid email marketing strategy can make all the difference in capturing the attention and loyalty of your customers.
If you're looking for an email marketing expert to audit, write, design, build, and launch your email flows, I am here to help. I can assist in unlocking the full potential of your email marketing strategy, driving growth and success for your business. Please get in touch to learn more!
Hannah