And how you can do it too

This was the client’s first month using email marketing for their store, as you can see: 

• Revenue: $7,308
• Email marketing revenue: $685 (9% of revenue)
• $/recipient: $2.54
• Avg. placed order rate: 2.72%
• Avg. daily open rate: 29%
• 288 emails sent

The first month we came on board, the first step was to optimise existing flows while new flows were custom built for the business specifically, this strategy was to boost profits in the short term with ‘easy wins’ while the knock out punch was getting ready to go. 

• Revenue: $17,281
• Email marketing revenue: $3,225 (17% of revenue)
• First trial campaign (List Cleaning): $220
• Avg. placed order rate: 3.44%
• Avg. daily open rate: 46.3%
• 7.41k emails sent

This month was the centred on the development of new, custom email flows for the business, you can read more about the flows in October, there was an initial warming period when we transitioned from the client’s original flows to the new custom flows.

• Revenue:$19,741
• Email marketing revenue: $2,848 (14% of revenue)
• $/recipient: $2.89
• Avg. placed order rate: 4.66%
• Avg. daily open rate: 47.1%
• 2.85k emails sent

This was the first full month of our custom made email flows, these were designed with the insights of the previous month’s data taking into account customer behaviour, average lifetime value and the key points where revenue was being lost. 

To read more about the four flows, look below the dashboards

• Revenue: $13,625
• Email marketing revenue: $2,598 (19% of revenue)
•  $/recipient up to $3.71
• Avg. placed order rate: 5.68%
• Avg. daily open rate: 55.6%
• 700 emails sent

New Flows 

Welcome Series: The previous welcome series had two emails, the initial email with a 10% discount and a reminder 48 hours later. After this there would be no further reminders. 

The new Welcome Series has three reminders within a 15 hour period, this is because the lead was warm after the discount was applied for, however some customers needed a final push to convert to sales, this resulted in thousands of extra sales, especially given it was a gift based business and interest would quickly pass. 

Checkout Abandonment: The previous Abandon Checkout Flow was two emails, the first was two days after abandonment and the second was a week after abandonment, this was far too long as users had lost interest. 

We changed it to four emails, all within 24 hours. A 10% discount would be offered after the third email was sent in order to get the purchase across the line. The emphasis was on keeping the lead warm due to the nature of the product 

Browse Abandonment: This was a completely new flow, this was designed for users already part of the business’s mailing list who viewed a product but went no further. This email lower converting due to the nature of it but also serves to keep the brand front of mind, a 5% discount was sent to viewers 3 hours after pageview. 

Thankyou Flow: This was another new flow, this was not centred around sales but purely around brand building and making the customer feel special, this was not from the business, but the founder. 

We framed this as a personal thankyou from the founder of the business for choosing them and asking for any feedback on their experience, their was no branding or selling, just a regular html based email from one person to another, this generated hundreds of thankyou replies and suggestions on improvements. 

It also made a large number of customers remember the business and repeat purchase!

This was the main month for Christmas gifts and events, for this month, a campaign strategy was added in addition to the new custom flows being further optimised, November was a cumulation of the custom strategy implemented from October onwards, campaign details are added below the dashboard. 

• Total revenue: $25,052
• Email marketing revenue: $6,191 (25% of revenue)
• $/recipient: $1.84 
• Avg. placed order rate: 4.48%
• Avg. daily open rate: 49.6%
• 1.1k emails sent