Paid Advertising And Email Marketing Success
For an e-commerce fashion brand
Cotton Flower Clothing, a e-comm fashion brand specializing in eco-friendly and 100% cotton clothing, sought to boost its sales and online presence through a comprehensive advertising and email marketing strategy. By integrating paid ads across multiple platforms and optimizing email campaigns, we achieved significant growth in revenue and customer engagement during the Summer and Fall 2024 seasons.
CLIENT BACKGROUND
Goal: Increase sales, expand audience reach, and streamline product assortment through effective digital marketing strategies.
Challenges: Optimizing reach to the current customer base while managing inventory and increasing overall sales without overly relying on promotions.
GOALS
Primary Goal: Boost revenue through a combination of paid advertising and email marketing strategies.
Key Performance Indicators: Revenue growth, Return on Ad Spend (ROAS), email open rates, click rates, and placed order rates.
Strategy & Approach
Paid Advertising Strategy:
Platforms Used: Google Search, Performance Max, Pinterest, and Meta (Facebook & Instagram).
Focus on leveraging platform-specific strengths to drive traffic and sales.
Regular A/B testing of ad creatives and audience targeting to optimize performance.
Email Marketing Approach:
Implementation of highly targeted email campaigns and automated flows through Klaviyo.
Campaigns included promotions, seasonal sales, and product highlights to encourage engagement and conversions.
Continuous A/B testing and optimization of subject lines, content, and sending strategies.
Creative and Merchandising Strategy:
Integrated content planning for organic and paid advertising.
Strategic promotional strategy with a focus on maintaining a full-priced brand image.
UX and website reorganization to enhance user experience and drive conversions.
Execution details & results
Paid Advertising Performance Summary:
Overall ROAS: The average ROAS across all platforms was approximately 2.0, indicating a positive return on investment from the paid advertising strategy. Notable peaks in ROAS highlighted the effectiveness of optimized targeting and creative adjustments, particularly on Google Search and Performance Max campaigns. Also increased revenue to the online store month over month since we started working in March.
Optimization and Strategy Adjustments: Continuous optimization efforts, including audience segmentation and creative testing, led to improved performance over time. The best results were observed when focusing on high-performing platforms and adjusting spend based on real-time performance metrics.
Platform Performance Variations: While platforms like Google Search consistently delivered high returns, others such as Pinterest struggled, emphasizing the need for strategic reallocation of budget to maximize efficiency.
Impact of Strategic Pushes: Strategic advertising pushes during peak shopping periods, combined with strong creative assets, helped sustain performance, even during months of increased spending.
Email Marketing Performance Summary:
Engagement and Revenue Contribution: Email marketing consistently contributed significantly to overall revenue, with an average increase of 15-20% month over month. High engagement rates, including average open rates of over 50% and click rates well above industry benchmarks, underscored the effectiveness of automated email flows and strategic campaigns.
High-Performing Flows: Automated flows such as the Welcome Flow and Cart Abandonment were major revenue drivers, showcasing the importance of engaging customers early in their journey and encouraging repeat purchases.
Promotional and Content Strategy: Campaigns centered around seasonal promotions and product highlights resonated strongly with the audience, driving both high engagement and conversion rates. Even non-promotional emails with intentional merchandising performed exceptionally well, proving the value of thoughtful content strategy.
