Designing Success: A Case Study on Elevating Home Décor Brand Performance

Reworded: "Consultation: The Method We Used to Boost Email Campaign Revenue by 10x"

KEY ACHIEVEMENTS

• A ten-fold increase in the typical revenue generated from an email campaign.

• The average open rate increased from 16.4% to 22.1%.

• The average click-through rate increased from 10% to 12.5%.

BRAND STORY & CHALLENGES

Our client was facing challenges in utilizing Klaviyo's tools to their fullest potential and hence they sought help from Budia Media to guide them in this regard. The objective was to assist them in setting up the essential email flows and automation using our expert strategies. Additionally, our client wanted to boost the conversion rate of their popup and maximize revenue from email campaigns.

BEFORE

The revenue generated by the last three campaigns before our consultation was as follows:

• £5.29

• £194.61

• £87.39

BEFORE OUR CONSULTATION

AFTER

After our consultation, the revenue generated by the first three campaigns improved significantly and were as follows:

• £1,103.20

• £918.34

• £1,573.58

AFTER OUR CONSULTATION :

HOW WE HELPED

One of our recent clients required a consultation, which according to the Internet, refers to a meeting with an expert or professional, such as a medical doctor, to seek advice.

The client was struggling with understanding how to comply with GDPR regulations and how to effectively segment their email list. As shown in the image below, the last two emails performed much better than the previous ones. Our consultation session with the client was held on Jan 29, 2021.

It's not surprising that our initial consultation occurred at the end of January. By making a minor adjustment to the email segments and content, we were able to effectively target the appropriate audience with the appropriate message at the optimal time.

The ultimate objective of marketing is to present the right offer to the right audience, and we were able to achieve that for our client through our consultation and implementation.

The primary objective of marketing is to present the right offer.

HOW WE ACHIEVED THESE RESULTS

Our successful campaign results for this store can be largely attributed to our segmentation methods. As part of our internal training program, we are happy to share these tips with new account managers.

First, let's examine the case of Adam and Eve. Email marketing requires a balance between generating short-term profits and optimizing long-term deliverability. This means that when you have a mailing list of 100,000 people, it may be tempting to send emails to everyone.

The assumption that "more people equal the highest expected revenue" is not always accurate.

While it may seem logical to send emails to everyone on your list, many recipients may not be interested in your content. We have worked with clients who have a relatively small but highly engaged mailing list of around 5,000 people, and in such cases, we may send frequent emails to the entire list.

For example, in the "All Active" segment of one of our clients, we consistently observed open rates of around 25-30%. By sending emails to the "All Active" segment (i.e., all active accounts), we can gauge the level of engagement and determine that the list is highly engaged.

1. As a general guideline, aim for a minimum open rate of 15% for 9 out of 10 emails sent. We often see people sending the same number of emails to unengaged subscribers as they do to engaged ones, which is contrary to our approach.

Our method is straightforward: "The more engaged you are, the more emails you will receive." While it may not work precisely in this way, it provides a good understanding of our strategy.

2. An effective approach to segmenting your list is to assess the level of engagement within various timeframes.

Here is a brief guide to follow if you are in the process of warming up an account:

1. Ensure that the Klaviyo account is fully integrated with your e-commerce platform.

2. Start by sending your flows first, such as an abandoned cart, post-purchase, etc.

3. Begin by sending to a few thousand people first.

4. Gradually increase the size of your campaign as long as your open rate remains above 15%.

5. If your open rate is consistently below 15% after sending the first few campaigns, it may be best to consider sending to a smaller and more engaged segment.

QUICK GDPR TIP

To ensure compliance with GDPR regulations while operating in Europe, it is recommended to include a checkbox during the checkout process that states something similar to: "By providing your email, you consent to receive emails and acknowledge that you can unsubscribe at any time." This should suffice in making your practices GDPR compliant.

CONCLUSION

In a consultation, we typically observe the following:

• The engagement level of your list

• Size of your list

• Results of spam testing to determine if your emails are landing in the inbox or spam folder

• Whether double opt-in is enabled

• Whether you should be sending emails to more or fewer people than you currently are

• Whether the copy sounds personal and resonates with your audience

• The colors of your call-to-action buttons, and whether they match your website's design

We believe that this consultation would be an ideal solution for e-commerce store owners who are currently running a successful business but do not have the resources to invest in a full-fledged "done-for-you" service. This consultation can help you establish a solid foundation for your business without having to spend a lot of money on an agency to manage your email marketing for you.

With the skills and knowledge you will gain from the consultation, you will be able to apply them to your future projects as well. This way, you will have the ability to capture and nurture the thousands of daily website visitors that you receive with top-notch email marketing.

If you think this consultation would be beneficial to your store and you want to discuss how we can achieve similar results, let's talk.