How I Increased My Client’s Email Marketing Revenue from 14% to 48% in 9 Months

Brand Story & Challenges:

My client operates in the skincare e-commerce industry. They’re a relatively new brand.

Before we began working together, this client already had multiple marketing channels and most of their revenue came from Amazon. Shopify, however, was their smallest channel. Their goal? Build a retention marketing strategy that increases their revenue from email marketing and their Shopify store.

This email marketing e-commerce case study shows how I increased their email marketing revenue from 14% to 48% in 9 months.

Outside Black Friday Cyber Monday (BFCM) month, their email marketing made up 40% of their total store revenue in September, and 40% in May - just three months after we began working together.

As demonstrated in their email marketing case study, regular campaigns were crucial to both increasing customer lifetime value (CLV) and building brand trust and familiarity in time for Black Friday. Their Black Friday email marketing campaign case study is also included below.

Before

After

Before	After
4% of total store revenue from emails No campaign calendar (only occasional sales) $583 was generated on their early-bird Black Friday email in 2020	40% of total revenue generated from emails after just three months of working together 48% of total store rein venue November from emails marketing Over double their early-bird Black Friday email revenue in 2021

How I Helped Him

One of the first things I implemented for my client was an OptinMonster pop-up and welcome flow. This is a pop-up that appears on their e-commerce store website to collect email addresses. OptinMonster is a very accessible pop-up tool that appears in the vast majority of our email marketing case study examples.

We look specifically at OptinMonster pop-ups and how to use them in this email marketing e-commerce case study.

Unlike most pop-ups, this client did not want to offer a discount code in OptinMonster’s pop-up and following welcome flows. The incentive instead offered perks and exclusive rewards on a loyalty-based incentive.

Getting creative with their incentives proved highly effective: their OptinMonster welcome flow is one of their highest-performing email flows.

Before my consultation, this client had very little in the way of campaigns. They sent the occasional sales campaign, including BFCM. Let’s take a look at their 2020 BFCM campaign strategy before working with me:

Here is the BFCM I set up for them in 2021.

This email marketing campaign case study shows that we improved my client’s open rates on every single BFCM email. Of particular note is their ‘early-bird’ Black Friday email. Before working with me, this email generated $583.56. The ‘early-bird’ email I set up for them generated over double that amount with an open rate of over 45%.

What stands out about this email marketing campaign case study is that I did not change anything about their BFCM offer. Instead, I focussed on copy, design, and segmentation. In other words, their increased revenue in BFCM was heavily due to email marketing strategy alone.