Before us, the Client independently worked with the email-marketing channel.
He launched promotional mailings through the Mailerlite service for various newsworthy events (discounts for the holidays, sales, and new arrivals) occasionally and non-systemically.
The Client intended to improve the efficiency of this channel and try new mailing tools.
* We do not name the clothing brand and the Client's website because our cooperation involves NDA.
What did we have at the start
- total traffic - 55 792 users;
- email - 466 visitors;
- email database - 8000 addresses (collected over several years through order forms).
Fig. 1 — Data at the beginning of the work (October, Google Analytics)
Customer baseline metrics for a month of self-mailing:
- transitions to the website through letters - 466 users;
- completed sales through the channel - 20.
Workflow:
We analyzed the mailings that the client worked with (news feeds, text, layout of the template). And figured out what should be done:
- letter redesign and template preparation;
- develop and implement a chain of triggers;
- prepare news feeds and draw up a content plan for mailings;
- implement a website subscription form and a welcome email chain.
We conducted RFM segmentation and implemented trigger chains for each segment of subscribers to increase resales and return customers.
- regular promotional mailings.
Mailing service - Esputnik.
Service costs - 950 UAH/month.
What the promotional mailings included:
- information about promotions on the website;
- collections of images and lookbooks.
Collection letters were sent to the entire collected customer base.
- subscription form.
When the user entered the website, he saw a pop-up with an offer to subscribe to news and receive a bonus:
Fig. 2 — Example of a subscription form
- welcome email chain.
We developed it to collect new subscribers:
- a confirmation email was sent automatically after filling out the form:
Fig. 3 — Example of a confirmation email
When the user confirmed the subscription, he received the 2nd welcome email with thanks and a gift.
- a letter with a bonus:
Fig. 4 — Example of a letter with a bonus
On the 3rd day after subscribing, we sent an email with an invitation to join the brand on social networks:
Fig. 5 — Social media invitation letter
We did not abandon subscribers. We fueled their willingness to make a purchase with a letter describing the advantages of the store:
Fig. 6 — A letter describing the benefits of the store
On the 5th day, they sent a letter with a proposal to fill out the information about yourself in your personal account (for example, your date of birth) in order to further receive a bonus or a gift for the holiday:
Fig. 7 — A letter inviting you to tell about yourself
We sent a reminder that the person was still waiting for a gift for those subscribers who did not take advantage of the discount within 7 days:
Fig. 8 — Example of an email with a reminder of an unspent bonus
Welcome email summary:
- subscriber base +2 373 contacts;
- referrals to the site +2684;
- purchases +95.
Fig. 9 — Google Analytics data after the launch of the welcome email series (November)
We achieved an increase in the number of transactions by 5 times and income by almost 6 times comparing the obtained indicators with the initial data.
Although the main tasks that we set before the start of welcome letters series were:
- expanding the subscriber base;
- communication with new users;
- formation of subscribers' loyalty;
- acquaintance with the brand.
After such a successful start, we moved on to configuring the Abandoned Cart and Abandoned Views triggers.
We used 2 types of mailings in December:
- promo - regular mailings throughout the database with promotions, news, etc.;
- triggered by abandoned carts and views.
Fig. 10 — Example of an abandoned cart trigger email
Results for the month:
Trigger letters:
- triggers - 968 visitors;
- orders +159.
Fig. 11 — Triggered Email Data (December, Google Analytics)
General indicators:
- the base has grown by 2,000 more contacts;
- total traffic from mailings + 4,050 visits;
- orders all mailings + 246.
3rd line of the graph - data from the Client's self-mailing. These are deferred views - users probably saved the email in their inbox. And before NY they reopened it and browsed the offer. This is where the extra traffic came from on this channel.
Fig. 12 — General data for December
The result that we received in 2 months of work with the project:
- traffic from email - 6,155 visitors;
- transactions with email - 361;
- email database +4 373 contacts for 2 months.
Fig. 13 — Email channel performance data for 2 months
Promotional emails and trigger emails worked on the same level - 172 transactions versus 162.
Fig. 14 — Growth chart of indicators after the introduction of email-mailings in all directions
The total traffic growth across all channels was 372%. Meanwhile, sales increased by 2 330%.
Deliverables:
In total, in 2 months of working with the Client, we increased website traffic 14 times through mailings, optimized the email sales channel and introduced new types of mailings (trigger, welcome).
We expanded our subscriber base by 54%, increased the profitability of the email channel by 24 times.
We assumed that for 2 months of mailings, every 17th person who opened the letter and followed the link made a purchase on the website. Good result, isn't it?
Of course, the newsworthy events were conversionally - all November and December holidays. Women's clothing is a product with a quick decision-making period, although it belongs to the niche of impulse buying. However, if it wasn't for email newsletters, such a result would be unattainable - just look at the inputs with which the Client came to us. What are the most important factors in an effective email sales channel? Regularity and methodically.
It should be remembered about continued attention of users: it is better to remind yourself with a letter again and keep in touch with the subscriber than to abandon him halfway through the sales funnel. That is why our welcome email to grow your contact base contained 6 emails. That's why it worked great. Moreover, that's why we supplemented it with work with triggers. This gave an even better email sales channel.
