Email & SMS Marketing for a UK Based Jewellery Brand

I worked with PRYA, a UK-based jewellery brand, for 18 months, serving as their Email and SMS Marketing Specialist. PRYA is an established e-commerce company specialising in fashionable, affordable jewellery. When I began working with them, they were already sending out email campaigns but as the founder owned this channel, he was struggling to make sure the regular cadence was in place.

Initially I began by increasing campaign cadence, supporting with strategy and content and making sure that all campaigns were truly on-brand and looked amazing. I then went on to running A/B testing and testing send times to optimise performance. This resulted in consistent business income from email campaigns. Over the time I worked with PRYA, SMS marketing became more and more important for the brand. We made the decision together to migrate the brand from Klaviyo to Attentive SMS where I negotiated a 60 day completely free trial for PRYA so we could thoroughly test the channel over Q4. This drove some insane results from SMS campaigns and SMS flows too.

Key initiatives and results:

- Increased email and SMS campaign frequency from 1-2 per month to 4-6, yielding an additional £30-40k in monthly revenue. - Took full ownership of copy, design, and strategy, contributing to a revenue increase of over £294,304 from email marketing alone in the initial 90-day period. - Over approximately nine months, my efforts contributed an additional $1.7 million in revenue, which represented 44% of PRYA's total annual revenue. - Successfully migrated PRYA's SMS marketing from Klaviyo to Attentive, optimising features for increased engagement and revenue. - Overhauled all email flows, enhancing engagement and order rates. - Implemented seasonal changes in the welcome flow and pop-ups, achieving a 12% opt-in rate. - Played a pivotal role during two Q4 Black Friday Cyber Monday (BFCM) periods, maximising revenue during these critical sales periods. - Adapted the on-site popup to leverage seasonal themed messaging. - Ran thorough A/B testing on the account, taking key learnings to further enhance results.

I worked closely with the founder on email campaigns and brought my knowledge and strategy to demonstrate my deep understanding of the customer journey in the jewellery e-commerce space. The success of these initiatives showcased my ability to manage both email and SMS marketing campaigns effectively. This experience highlights my capacity to analyse, strategise, and execute high-level marketing initiatives that deliver tangible, impressive outcomes in the email and SMS marketing space.