We identified a big problem: their email list was huge, but most contacts were inactive
or indifferent about the brand’s offers.
We identified a big problem: their email list was huge, but most contacts were inactive or indifferent about the brand’s offers.
Through smart segmentation, we split their big audience into hyper-targeted buckets that would only receive emails that they cared about.
Collected emails are valuable only if they belong to active leads that want to
purchase.
Collected emails are valuable only if they belong to active leads that want to purchase.
We pruned email addresses that were inactive for a long time through sunset email campaigns, effectively bringing down the monthly ESP (Email Service Provider) expenses of the client.
We lost some emails from the pruning operations, but we recouped the total figure (and then some) by collecting the right kind of emails through an effective pop-up strategy.
We had to take back the control of the client’s brand image and narrative.
That’s why we created monthly email campaign calendars, explaining to the
client what we were planning to send each month (and why), and how each
campaign was fitting in the grand picture of things.
That’s why we created monthly email campaign calendars, explaining to the client what we were planning to send each month (and why), and how each campaign was fitting in the grand picture of things.
The client loved it, because it was easy for them to monitor our activity and next steps.
Previously, the client would only send predictable promotional campaigns with
discounts.
Previously, the client would only send predictable promotional campaigns with discounts.
This exhausted their audience, who stopped opening and responding to their emails.
Aside from the value-based emails, we also doubled down on offers that worked well
(based on historical data and our own experiments).
Aside from the value-based emails, we also doubled down on offers that worked well (based on historical data and our own experiments).
We added personality to the copy, created customer personas, and started using the name of an existing member of staff as the sender. Before, potential customers would receive emails from a faceless brand – not ideal!
Their previous designs were not bad, but they were not optimized for mobile (where
the majority of their audience was), and they were a bit too cluttered.
Their previous designs were not bad, but they were not optimized for mobile (where the majority of their audience was), and they were a bit too cluttered.
We revamped the design to cleaner, mobile-first, high-converting templates.
Our agency boasts a diverse team of experts with over a century of combined
experience. But despite our vast practical experience, we always rely on data
analysis and A/B testing to back our decisions.
Our agency boasts a diverse team of experts with over a century of combined experience. But despite our vast practical experience, we always rely on data analysis and A/B testing to back our decisions.
Month after month we managed to optimize the client’s flows, campaigns, and lead acquisition even further!
Because of the aforementioned activities, the client started enjoying a better domain
reputation, which boosted their email deliverability – hence their open-, click-, order
-rates, and overall revenue!
Because of the aforementioned activities, the client started enjoying a better domain reputation, which boosted their email deliverability – hence their open-, click-, order-rates, and overall revenue!
