Case Studies
#1
Overview
ECan (Name abbreviated for confidentiality) is a holistic health business that helps people reduce stress and inflammation with natural therapy products.
Let's break it down:
Who?
ECan
Problem:
The team at ECan are pretty involved in the business day to day operations and didn't have time needed to send emails consistently. They used Mailchimp as their email provider, to send basic infrequent newsletters.
In the preceding 365 days before working with them, they had only sent 12 emails in total. They required someone to help them create, deploy and maintain email campaigns in a profitably manner.
They also wanted to utilize email marketing to increase sales during the fast approaching Q4 holiday season, and receive insights into how email was performing for them.
Solution:
After migrating from Mailchimp to Klaviyo, we created a custom email marketing strategy for ECan. Seeing as the holiday Q4 holiday shopping season was quickly approaching, the strategy revolved around segmenting the email list by engagement level, and sending emails based on the historical engagement level of the customer profile.
Project Features:
1. Email automations:
- Welcome Email Sequence
- Abandoned Cart Email Sequence
- Browse Abandonment Email Sequence
- Customer Thank You Sequence
- Upsell/Cross sell Sequence
- Winback Sequence
2. Email segmentation based on historical engagement level
3. Email Marketing Calendar to maintain a consistent email sending schedule
4. Monthly email marketing reports
5. Email Signup Form based on engagement with brand i.e New customers and returning customers are shown different pop up's with different messaging and CTA's. New customers are encouraged to provide their email address, and retuning customers are nudged towards making a purchase.
Result:
With the new Email System in place, a new ECan subscriber’s journey looks like this:
- A new visitor signs up for a discount code, or signs up to receive an ebook, and provides their email address
- The subscriber enters a welcome sequence that delivers the discount code, and educates them about all things ECan
- Once the subscriber places an order they move into the post purchase sequence which provides more information on what they ordered.
Outside of the typical customer journey described above, ECan uses various automations and sends regular email campaigns to ensure customers and subscribers receive content that is relevant to them.
Since working together the ECan team has experienced:
- 130% Email Revenue Growth
- 46% Increase in Returning Customers
- 40% Increase in new email addresses acquired per month
With the new email strategy, email accounted for 35% of revenue in November, 30% in December, and consistently brings in over 35% in 2021
#2
Overview
Chrysmela is a Jewelry business that sells secure, lock-and-unlock earring backs.
Let's break it down:
Who?
Chrysmela (www.chrysme.la)
Problem:
Chrysmela had two automated emails and was making less than 5% of total revenue from email. They needed a way to effectively and profitably utilize email marketing.
Solution:
- Develop email marketing automations to help Chrysmela increase revenue from email
- Create a signup up form to capture new email addresses
- Create a content calendar to ensure emails were being sent regularly.
- Implement a system to collect customer reviews
Project Features:
The following email automations were create:
- Welcome Email Sequence
- Abandoned Cart Email Sequence
- Browse Abandonment Email Sequence
- Customer Thank You Sequence
- Upsell/Cross sell Sequence
- Winback Sequence
Desktop and mobile sign up forms
Result:
New visitors to the site are presented with a sign up form, upon entering their email address they are put through a welcome series designed to educate them about the brand and the products offered. Once this sequence is complete they begin receiving regular email campaigns. Using Klaviyo triggers and filters, If at any point in time the customers browses a product on the site, or begins the checkout process but doesn't complete it, they are sent a series of emails to encourage them to complete the purchase
Once the visitor makes a purchase on the site, they move unto the post purchase where we thank them for their purchase, educate them on how to use and care for the product, and ask for feedback on how they're likening the product.
A couple weeks after the purchase was made, the customer is entered into an up sell automation where they recommended products that'll be of help to them
In summary, Chrysmela now has a sign up form that collects email address of website visitors, an automated email system that consistently turns subscribers into customers and a automated process of collecting reviews from those customers.
#2
Other Results
In the videos below I go through the backend of some businesses I've worked with.