Stepping Up Sales: A Case Study on Boosting Footwear Brand Revenue through Strategic Email Marketing

A 7-figure footwear brand approached us to help them increase their revenue. Through our expertise in e-commerce, we were able to add an extra 28% of revenue to their business. In this case study, we will detail the strategies we used to achieve this impressive growth.

KEY ACHIEVEMENTS

• Monthly revenue uplift of 28%.

• The additional annual revenue generated was $317,000

BRAND STORY & CHALLENGES

The client is an American footwear brand catering to older women with unique and elderly-friendly products. The brand had a strong social media presence and used an educational approach to sell its products on social media and its website. Although the team was adept at Facebook and Instagram ads and content creation, they had yet to tap into the potential of email marketing. The Mailchimp email list had 19,400 subscribers, but it was mostly untapped. Upon examining customer data, we quickly realized the enormous opportunity to increase store revenue and improve profit margins.

BEFORE

The client was using inexpensive and unprofessional email software, which lacked several key features:

• Popups were not deployed on the website to capture email addresses

• Only the Abandoned Cart flow was in place, with no other email sequences

• There was no monthly campaign calendar to regularly monetize the email list.

BEFORE WORKING WITH US

AFTER

The client's email marketing strategy underwent a major overhaul after migrating their 19,400 subscriber list from Mailchimp to Klaviyo. The changes implemented were:

• Implementation of segmented popups by product line and traffic source

• Setup of nine automated email flows

• Bi-weekly measurement of inbox rates, which consistently remained above 90%

• Generated an additional $317,000 in revenue within the first 12 months of collaboration.

RESULT AFTER 3 MONTHS

RESULT AFTER THE FIRST 12 MONTHS

HOW WE HELPED

We collaborated with the client's team and devised a plan to reach our objectives. Our primary target was to generate a minimum of 20% revenue from email marketing.

We identified that switching to a professional eCommerce email marketing tool was the first step to take, instead of using Mailchimp.

Here are the two stages of our work:

I. SETUP PROCESS

Our setup process took two weeks, and our primary objective was to establish automated processes that would generate revenue regardless of external circumstances.

Once we migrated the email list from Mailchimp to Klaviyo, we set up various email sequences, including:

• New customer upsell flow

• Birthday flow

• Returning customer flow

• VIP customer flow

• Win-back flow

• Re-engagement flow

• Popup subscribers flow

• Abandoned cart flow

• Browse abandonment flow

These automated email flows are designed to nurture visitors and customers based on their actions, and since they are behavior-based, they tend to perform better than other email marketing tactics.

In addition, we set up different popups for mobile and desktop traffic and created unique popups for each product page to maximize our subscription rates.

II. OPTIMIZATION

Despite our initial setup, we realized that our email strategy wasn't perfect. The testing and optimization of the entire system was a time-consuming process. To start, we activated the first email flows to warm up the email list, which had not received any emails for quite some time. We were pleasantly surprised to discover that the inbox rate for these emails was over 90%, indicating a high level of success.

Next, we designed our first campaigns to further warm up the email list. Instead of immediately selling, we opted to send out content, positive customer reviews, a survey for recent customers, and even some jokes every Monday to build trust with the audience. This approach proved effective, and the audience became more receptive to promotional emails. As a result, we began sending promo emails with our first offers.

Since then, we have conducted numerous tests and achieved remarkable success with our campaigns, particularly during holidays.

In addition to the campaigns, we regularly created new flows and made adjustments while closely monitoring the inbox rate of our emails.

After completing a two-week setup program, we saw an increase in the store's revenue, and this increase was even more dramatic after implementing our optimization program.

By mid-summer 2019, email marketing accounted for 29% of the store's revenue.

It is evident from the screenshots that there was no revenue generated from emails in April, but it grew to constitute 29% of the monthly revenue after three months.