Women’s Clothing Retailer
Revenue growth directly attributed to email marketing from $36K to $1.1M in 2 years
New women's clothing brand increased their revenue directly attributed to email marketing from $36K to $1.1M in just 2 years.
When we started working with a new women’s clothing retailer, they didn’t have much organization around what they were doing with email. They had a small team with a few very talented marketers that were handling social media, influencer marketing, and email. The emails they were sending at that time were somewhat sporadic – they hadn’t paid a lot of attention to automation, especially with their opt-in strategy and post-purchase follow-ups.
We did a needs audit and created a roadmap centered around smart automation and a consistent calendar, and significantly increased the total number of emails being sent out, but in a way that didn’t cause customers to opt-out. We started to have much higher open and response rates. We were doing one to two consistent campaign sends per week, coupled with some segmented campaigns, and continued to focus on automation at scale.
We optimized the abandoned cart follow-up process, the welcome flows, and continued to build out many cross-sell flows that were very targeted. In 2022, they brought in almost $1M from the new cross-sell flows alone.
We are building out more automation and focus on continued growth. These emails are very tailored – they’re specific to what people are doing on the website, what they’re searching for and looking at, so they’re very effective. Engagement is high. Purchases are high. Over time we’ve continued to push growth forward with email automation. We are now sending out four or five campaigns a week.
Some of the campaigns are segmented, and their audience continues to respond well. We look at each buyer profile separately and try to optimize their buying experience with this brand as much as possible. We do a lot of testing to make sure the audience keeps responding positively.
We tailor our email outreach strategy to each client and their unique goals and buyer personas. Our clients typically do a good job of knowing which things they want to focus on each month for their campaigns, but if they don’t we know how to help them now that we’ve done this for hundreds of brands. We work together very collaboratively.