Doubling Revenue from Email Flows in 60 Days
Plus, growing the engaged users list over 3,000 contacts!
In the digital age, a brand's email automation system stands as a cornerstone of its marketing strategy, holding the potential to be one of its most significant revenue drivers when optimized with precision. When we started working with Unwash, they had some flows in place, but they were lacking a complete automation system and the email’s themselves lacked engaging graphics and action-driving copy. We redid and implemented the following flows: Welcome, Cart Abandon, Browse Abandonment, Post-Purchase, Winback, Reengagement and Loyalty.
Objectives
Boost Engagement: Implement more engaging visuals and optimized copy to increase audience interaction.
Enhance Key Metrics: Significantly improve open rates, click rates, and placed order rates to drive higher conversion rates.
Maximize Revenue Generation: Strategically target lower funnel activities to optimize revenue through email marketing.
Maintain High Quality Engagement: Grow the engaged list while ensuring the content remains relevant and appreciated, avoiding increases in spam, unsubscribe rates, or complaint rates.
Strategy and Execution
The strategy centered around a comprehensive overhaul of the existing email flows, introducing more visually engaging content and highly optimized copy designed to captivate and convert. Specific focuses included:
Engaging Visuals and Copy: The introduction of captivating visuals and compelling copy, especially notable in the Dry Cleanser campaign, which became the highest revenue-driving non-promo email within 90 days.
Targeted Email Flows: Focusing on Abandon Cart (AC), Customer Winback (CW), and Welcome flows, we aimed to target consumers at critical decision points, thereby maximizing the potential for conversion and revenue generation.
Key Achievements
Increased Engagement: Added over 3,000 contacts while maintaining high open and click rates, evidencing the content's relevance and appeal.
Remarkable Growth in Key Metrics:
Open Rate soared to 60%, marking a 30% increase.
Click Rate reached 4.74%, a 35% increase.
Placed Order Rate climbed to 2.25%, a 20% increase.
Revenue Generation: AC and CW flows emerged as top revenue drivers, with Welcome flow closely following, emphasizing the success of targeting lower funnel activities.
Positive Revenue Trends: Doubling of revenue from email campaigns, with no uptick in negative metrics such as spam, unsubscribe rates, or complaint rates.
Impact
The implementation of new email flows for Unwash by Make Waves has marked a pivotal shift in their email marketing strategy, resulting in significant improvements across all metrics. The strategy's success is particularly evident in the enhanced engagement, conversion rates, and the doubling of revenue, showcasing the effectiveness of targeted email marketing in driving growth. This project not only exceeded expectations but also laid a robust foundation for future growth and success, highlighting the value of strategic enhancements in email content and audience engagement.
