Case Study: A Journey from 17% to 35% Email Revenue Attribution
Chantel Nicole
1. Introduction
In this case study, let's explore how a 90-day collaboration between Chantel Nicole and an Aesthetic Lighting Company led to significant improvements in their email marketing performance. Previously, the client was experiencing a low return on their email marketing strategy, with only 17% of their revenue attributed to email. Our goal was to enhance their marketing strategy and boost their ROI, open rates, click rates, deliverability, and subscriber engagement while decreasing unsubscribe and bounce rates.
2. Cleaning the Email List
Our journey began with a thorough cleaning of the client's email list. This process involved eliminating outdated or invalid email addresses, removing duplicate contacts, and ensuring that only engaged and interested users remained. This not only improved the overall quality of the list, but also played a significant role in enhancing email deliverability by 174% and reducing the bounce rate by 5%.
3. A/B Testing
To optimize the client’s emails, I utilized A/B testing. I tested two variants of a discount message on the third send in abandonment flows. The results were clear – a particular version of the message resonated better with the audience, encouraging more opens and clicks. This strategy contributed to the leap from a 20% to a 52% open rate, and a click rate increase from 1.4% to 4.3%.
4. Implementing Broad Promotions
I introduced broad promotions as a way to engage the wider email list. These promotions were not only relevant but also gave the audience a compelling reason to click through and make a purchase. Combined with the impact from A/B testing, this strategic decision helped increase the proportion of revenue attributed to email from 17% to 35%.
5. Segmenting the Email Lists
Understanding the importance of sending the right message to the right person, I segmented the client’s email lists based on users' past behaviors, preferences, and engagement levels. This personalization enhanced the relevance of emails to recipients, decreasing the unsubscribe rate by 36%.
6. Increasing Email Frequency
The client was initially sending 1-2 emails every other week. After observing the positive response to our email content and strategy, I increased the frequency to 2-3 times a week. This ensured the brand stayed top of mind and created more opportunities for engagement and conversions, without causing a significant rise in the unsubscribe rate.
7. Results
Over the course of 90 days, our interventions significantly improved the performance of Aesthetic Lighting Company's email marketing strategy. The portion of revenue attributed to email doubled, and key metrics like open rates, click rates, and deliverability saw substantial increases. Furthermore, we managed to decrease the unsubscribe rate and bounce rate, further attesting to the improved quality and relevance of their email communication.
8. Conclusion
This case study illuminates the potential of a well-crafted and meticulously executed email marketing strategy. By implementing these techniques, I was able to significantly boost the Aesthetic Lighting Company's email marketing effectiveness, leading to a higher return on their marketing investment. It’s a testament to the importance of continual optimization, personalization, and strategic testing in email marketing.
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Posted Jun 18, 2023
In a 90-day engagement, an optimized email strategy doubled revenue from email marketing to 35% for an aesthetic lighting company with segmentation & testing.
