After taking over the email marketing operations for a Shopify-based e-commerce merchant, we identified significant growth potential through a comprehensive audit of their Klaviyo account.

The audit revealed several key areas for improvement within the email program:

The sign-up forms were underperforming, limiting potential revenue from email marketing activities.

Multiple foundational automated flows were missing, resulting in incomplete coverage of the customer journey stages.

The brand was not sending regular campaign emails with consistent cadence, hindering subscriber engagement.

We hypothesised that by addressing these key issues, the brand could unlock additional revenue and profitability without increasing marketing spend. This would subsequently enhance customer lifetime value, a crucial driver of profitability in direct-to-consumer (DTC) businesses.

To optimise the email program, we focused on the following recommendations:

1. Improving Sign-Up Forms: We created new sign-up forms tailored for Desktop and Mobile to enhance user experience. After testing variations in copy, calls to action, visuals, and steps, we achieved an overall average opt-in rate of 8% across all forms. Additionally, we implemented an "Abandon Site Recovery" sign-up form, capturing another 10% of emails from users about to exit the site.

2. Enhancing Automated Flows: We addressed core automated flows to ensure key user touchpoints in the customer journey were covered. For existing flows, we conducted A/B testing on subject lines and email content to optimise performance. By increasing coverage of touchpoints with essential flows, we unlocked additional untapped revenue from the subscriber list.

3. Regular Campaign Creation: We focused on creating regular campaigns to enhance brand affinity and balance promotional messaging with value-based content. We developed a bank of content ideas based on research and mapped these onto a 90-day content calendar. This initiative also presented an opportunity to boost website discoverability via SEO. We created blog-style content using popular keywords for Google and Bing ranking. These educational blogs were highlighted as cornerstone content within our email campaigns, encouraging subscribers to click through and visit the website. This approach not only sent positive deliverability signals to email service providers but also drove additional sales as users browsed the site after engaging with the content. This strategy effectively reminded users of the brand while balancing the more promotional nature of existing automated flows.

As a result of our optimisation efforts, the brand experienced an impressive 94% growth in revenue from email marketing over a 12-month period.