Building, Maintaining & Nourishing A Community Of "Super Fans" Through Email Marketing - A 30 Day Case Study

Just over a month ago, I began working with a newly established brand in the health and wellness space. The objective? Build, maintain, and nourish their already very engaged community through email marketing.

In terms of branding, this company was already doing pretty much everything the right way. High product quality, affordable pricing, an authentic social media presence. The foundation was well and truly laid.

Their email marketing game lacked in two particular areas - consistency and strategy. They were sending out 3-4 heavily discounted campaigns each month but had little to no direction when it came to leveraging their small list of subscribers.

Our first priority was to move them off their old platform - and onto Klaviyo, the gold standard (in my opinion) for eCommerce email marketing.

Once this migration was complete, the next step was to set up automation flows. We put aside a week towards setting up six key pre/post-purchase email flows, along with a few cheeky cross-sell automations.

These flows are crucial for giving warm leads that final little nudge towards taking action (or extra action). If you haven't set up your email automations - get to it!

From here, we doubled down on strategy and consistency, devising a monthly campaign calendar & setting aside Tuesday and Friday as our set days for emails.

Our Tuesday emails are informative, soft-selling campaigns that link to blog posts, discuss brand updates & engage subscribers directly. Our Friday emails are direct, hard-selling campaigns built around individual products and events.

In tackling email consistency & strategy head-on, we've gone from 5% of overall email attributed revenue, to 33% - in just shy of one month.

Through combining email marketing with a steady flow of new traffic, we've managed to wake up old subscribers and nurture those that are new.

Although the pre/post-purchase automation flows brought in the bulk of the revenue, I'm more excited to see how our campaigns perform as we approach BFCM & the holiday season.

It's awesome to see the response to these emails improving with every send. Eventually, we'll look at upping the frequency to 3-4 per week - but for now, we'll keep it slow & steady while continuing to test our main list.

Where to from here?

We've got a few things in mind moving forward with this brand. Firstly, optimizing the backend through Facebook chatbots (Octane Ai) & SMS Marketing.

SMS is already set up and performing at a 2500% ROI, but I'm also very interested to begin testing flash sales and product update campaigns etc.

Octane Ai has recently dropped their conversational pop-ups, which are personalized and built around individual products. These pop-ups also link directly with Klaviyo. A test run is definitely in the works!

We're also looking at rollin' out a subscription model for the super fans who crave their monthly fix. This will require new emails and new segments. Music to my ears.

My advice to those looking at doublin' down on their email marketing game

• Write funny emails that are relatable, relaxed, and actually interesting to read! You can do this by taking stories from your own lives and tying them into your products/brand (shout out to Ben Settle)
• Set up your pre/post-purchase automation flows - and continue to test em until the day you (or your brand) die.
• Build a clean, lean list of people who are genuinely interested in what you have to say. These are the buyers. The people you want. Nothing else matters.

...and arguably my biggest piece of advice:

Work with someone who lives and breathes email marketing.

Such as yours truly.

I help eCommerce brands maximize their sales and build lists of super fans through good ol' underrated and overhated email marketing.

If you're still readin', I've got your attention.

Let's connect.

You can reach me here, or via email at [email protected]

Talk soon,

Lachlan

haitanacreative.com