How I Made Over £90,000 in 90 Days Using Email Marketing
- ahmedgebrilem
- Jan 3, 2023
- 4 min read
Brand Story & Challenges:
This email marketing campaign case study shows how my email campaigns generated £99,582 (over USD 135,000) in 90 days for my client in the fashion e-commerce industry. This client is based in the UK and specializes in athletic clothing.
When they came to me, this client already had email flows set up with Klaviyo. Their campaign emails, however, were not performing well. Their open rates and click-through rates were very poor, and only generated around 5% - 8% of their total store revenue.
We began working together in late September and implemented a new email campaign strategy in October. Our goals were to:
increase revenue from email campaigns.
build engagement, and trust.
retain customers.
This email marketing campaign case study shows how we achieved this, with email campaign revenue reaching 44% of total store revenue in November.
Before
After
Before | After |
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How I Helped
Campaign emails are crucial to every successful email marketing e-commerce case study. While flow emails 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 working with me, my client was only sending out Sales and Promo emails. Incidentally, this is one of the first problems I identified.
Sending Trust & Content Emails
This was our client’s email marketing revenue in May, 4 months before they began working with me.
Whilst they were making an impressive 36% of their total store revenue from email marketing, only 5% of that revenue came from campaigns.
Let’s take a look at June:
Here, campaign emails made up 8% of their total store revenue. This is the highest percentage I saw from campaigns in the months before my client began working with me.
And July:
Finally, here’s how their email campaigns performed one month before we began working together.
As mentioned, a key problem in my client’s previous campaign strategy was that they were only sending out Sales and Promo emails.
I strongly advise against an over-reliance on sales and promo emails. If you don’t provide your customers with varied and interesting content, they’re not going to open your emails.
Low-open rates were a big problem for my client. If your open rates are below 20%, it damages your sender's reputation and reduces your overall deliverability. Before working with me, my client’s open rates were below 10% for campaign emails.
One of the first things I did, therefore, was to introduce Trust and Content emails into their campaign strategy.
This had a hugely positive impact on their open rates and revenue. Here are their results just one month into implementation:
Right off the bat I raised email campaign revenue from 5% to 22% of my client’s store revenue.
Let’s take a look at the open rates:
As you can see, the Trust and Content emails (blogs, in this case) had an open rate of over 25%. In turn, this increased the open rates of our Promo emails. Moreover, while Trust and Content emails are more focused on building a relationship with your customers than driving immediate sales, they consistently generated high revenue.
Segmentation
Decent list segmentation is equally important to improving open rates and customer engagement. Before working with me, the client was sending out campaign emails to their entire list or very small segments.
As you’ll see in the campaign strategy for October, I segmented their email list according to engagement. If you want to keep your open rates above 20%, ensure that you segment your list according to open rates, clicks, and previous purchases.
This does not only improve your deliverability and overall list health, it allows you to warm up your list before big sales events.
Standing Out on Black Friday Cyber Monday (BFCM)
Much like most of this email marketing case study examples, my client’s BFCM campaign did exceptionally well. In November, we generated over £70,000 from email campaigns, making up 44% of our client’s total store revenue.
Here are the campaign emails I sent out in November.
Amid BFCM competition from other e-commerce stores, why were these BFCM campaigns so successful? Let’s break it down.
1. We started With a Good Offer
This client offered discounts of 30% - 50% storewide. VIP customers received a further 10% discount on top of that.
2. We Started Early
As you can see here, we sent teaser emails as early as November 10. VIP customers also received two BFCM pre-announcements before everyone else. This builds anticipation and customer engagement.
3. We Took Care of Your VIP Customers
List segmentation is just as important during BFCM as it is the rest of the year. For this client, I classified customers who had purchased at least twice as VIPs.
VIPs were told about BFCM earlier than everyone else, had an extra 10% discount, and were granted early access to the sale.
This is a highly effective strategy. As you can see, the VIP launch email made the most revenue out of all the BFCM emails. Giving VIPs early access to the sale generated over £14,000 with a single email.
4. We Sent Several Emails
We sent 14 emails in November. 12 were directly related to Black Friday.
We also used BFCM as an opportunity to promo new product releases. This worked exceptionally well.
I send out 12 campaign emails a month. As you can see from the revenue made in our first 90 days of working together, consistency is key.
5. I used Urgency and Scarcity
Adding scarcity to the urgency emails gives your customers all the more reason to convert.
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