Over $157,000 Generated in 30 Days

Over $157,000 Generated
in 30 Days

258%

increase in revenue from email broadcasts in September.

$157,000

generated in 30 days with email campaigns

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Brand Story & Challenges

This case study shows how a new type of email promotion generated $157,000 in 30 days for a client in the weight loss e-commerce industry. This client is based in the US and specializes in weight loss for busy fathers.

 

When I started to work with this client, they already had email flows set up with Keap (InfusionSoft). But their campaign emails were not performing well and their total store revenue kept dropping.

 

In September we implemented a new email promotion strategy.

Our goals were to:

    • increase revenue from email campaigns,
    • build engagement, and
    • try out something different.

This case study shows how we achieved this, with email campaign revenue reaching 258% higher in September than in other months.

Before working with me:

    • CTR below 1% 

    • Email campaigns making 5% – 8% of total store revenue: This is a common baseline for many e-commerce stores where email isn’t optimized. It’s low, especially for stores that rely on direct sales or returning customers.

    • Slowly dropping revenue attributed to email: This suggests poor engagement, a shrinking list, or ineffective campaign strategies, leading to less income from email marketing.

After working with me:

    • CTR consistently above 2% (100% increase): This improvement reflects better:
      • Audience segmentation: Sending emails to more engaged recipients.
      • Content quality: Better subject lines, copy, and CTAs.
      • Timing: Sending emails when recipients are most likely to engage.
    • Email made up 22% of total store revenue in September: This improvement reflects better:
      • Improved engagement.
      • More targeted, consistent communication.
      • Less design, better copy.
    • 259% increase in email attributed revenue

How I helped...

While flows are triggered by a customer action (abandoned cart, purchase, pop-up sign-up), campaign emails are sent at the e-commerce owner’s discretion.

 

Campaign emails are divided into 4 main categories:

  • Sales – sales announcements and reminders

  • Promos – product promotions

  • Trust – emails that emphasize social proof, such as customer reviews

  • Content – long-form emails on subjects relevant to the e-commerce store

Before implementing this new type of promotion, the client was sending out quarterly Sales and Promo emails with content campaigns 3-times a week.

 

There was nothing obvious about why their campaigns wouldn’t perform.

Yet they didn’t…

 

After digging deeper I came up with a solution…

Not going to do BFCM

The first thing we decided together was to not compete for the eyeballs on BFCM and instead do a month-long soft promo. This was huge.

The client relied on BFCM sales but their last BFCM didn’t go as planned and they were anxious about this year’s.

 

We steered away from overcrowded November and over-reliance on promo emails. If you don’t provide your customers with varied and interesting content, they’re not going to open your emails. This is why we decided to do a blend of Trust, Content and Promo campaigns altogether. Our goal was to run a month-long offer-driven, content-packed soft promo.

Segmentation

Proper list segmentation is just as important to improving revenue and customer engagement as your content and offer. The client was sending out emails to their entire non-buyers list or very small segments.

For September’s promo, we segmented their email list based on engagement and buying history.

We created 4 segments, each having its own unique offer.

This instantly improved their CTR, revenue and overall list health. It also allowed us to warm up the list before a month-long sale event.

The Strategy

    1. Send content-intensive campaigns twice a week to all 4 segments promoting their specific offers.
    2. Encourage readers to reply and ask questions.
    3. Start content-heavy and increase offer intensity gradually. (It’s a promo structure I LOVE doing: 2 weeks content to build desire and problem, 2 weeks offer to ride the wave of that built up desire and problem. It doesn’t burn the list, you can get really involved with your list and it has a nice monthly theme)
    4. Do not use Urgency and Scarcity until the last few days (we did this so that we don’t burn out the list. A month-long promo should be done carefully and with tact or you’ll do more damage than good.)
    5. No extended sale dates. We kept it firm.

The Result

Conclusion

This email marketing case study demonstrates the importance of brand-customer communication in generating sales revenue and long-term revenue. A successful campaign strategy involves:

    • Consistency

    • A balance of Sales, Promo, Trust, and Content emails

    • Good segmentation

Above all, you need to be thinking about customer retention. Your most loyal customers are the most valuable people for your e-commerce brand.

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