How I Raised My Outdoor Apparel Brand Client’s Email Marketing Revenue From 33% To 50% In 4 months

Brand Story & Challenges:

The client came to me because he felt his current email flows were not doing as well as they could, and to maximize his back-end revenue while building real relationships with their subscribers.

Quick disclaimer: the existing email flows for this client were already generating around 25-30% extra revenue from email, so he already had good stuff going for him.

In the beginning, I just looked at what was working well for him already and what he could do better.

Before charging anything, we just audited his store.

I felt that his flows were taking care of the so-called “low-hanging fruit” of abandoned carts and post-purchase upsells, and with additional touch points plus a few tweaks, I could achieve great things together.

When email marketing is done right, it can be one of the most powerful tools in your arsenal.

Before

After

Before	After
Only flows set up, no campaigns 33% extra revenue from emails	Flows enhanced with rapport building 15 segmented monthly email campaigns Structure sales events every month Well-designed and segmented popups that we optimize every month 50% extra revenue from email

How I Helped Him

I created a plan together with the client, where I added new emails to his already successful flows that focus on brand building. And once that was done, I started email campaign management, which combines content emails with the occasional promotions.

For this brand, I needed to speak the language of the audience. So, I’ve sent him the discovery sheet to make sure that I understand the brand values, Features & benefits, USPs, and tone of voice.

Here is our 10-step checklist of what we want to focus on when onboarding a new client:

1. Setting clear expectations

2. Defining where you are now and where you want to be in 3-6-12 months

3. Analyzing what worked well so far

4. Clearly defining the target audience

5. Get the tone of the copyright

6. Agree on a design template that everyone is happy with

7. A/B test as much as possible

8. Optimizing deliverability (avoiding the spam folder)

9. Over-communication via reports

10. Setting a clear deadline

THE END RESULTS

Here is how some of the campaigns did: The one with over $10,000 in sales was actually the Black Friday opening email. The exciting thing I started noticing is how simple content emails that have no agenda or calls to action can often outperform promo emails. Such as the last one that did $3,624.22. Our content topics range from travel packing best practices to revealing our top 3 mountains to hike in Asia or how you can travel around with friends and actually remain friends. We started working together with the client and his team in August, and four months later, we managed to raise his revenue from email marketing from 33% to 50% per month.

Here are some more in-depth analytics: