[CASE STUDY] an Extra $222,454 in 90 Days for an Ecom Store - How We Did It...

"?????? ??????????'?? ?????????? ???????? ??????'?? ?????????????? ??????????????! ???????????? ????????'?? ????????????!?!" ??????

Few things are more frustrating to a ecom business owner than having their store's email list suddenly stop bringing in revenue.

And yet this is exactly the situation this particular client came to us in.

Client asked me, "Do you think you can do better than this?"

I replied, "???????? ??????, ?? ?????????? ???????? ?????????? ?????????????? ???? ?? ?????? ???? ?? ????????."

You see, they came to me with a store that's done a quite a bit of revenue, well into 7 figures, however their email revenue was quite low... barely hitting 5 figures a month... and... due to their, ummm... shall we say "poor email habits"...

?????????? ?????????? ?????????????? ?????? ?????????????? ?????????????? ?????? ??????????????.

Essentially what got them here was them just "mass blasting" the entire list each time, with little or no segmentation being done.

same email, to everyone.

no matter what.

Week after week after week.

Guess what?

Well, believe it or not, as a result...

?????????? ???????????? ???????????????????? ?????? ????????!

Plus, the revenue from each email sent was down big time as well.

Their overall open rates have been falling for over a year.

From 14% (which isn't even great) downward.

And no matter what they did, nothing was getting better.

So, the question becomes...

?????? ???? ?????? ???????? ?? ??????????'?? ?????????? ???????'?? ???????????? ????????????? 5 ?????????????? ?? ????????? ?????? ???????? ??????? ???????? $200?? ???? ?????????????? ???? 90 ?????????

Follow this little case study and find out what we did. ??

After an audit on their Klaviyo account we saw exactly what the problem was.

We ran spam tests and sure enough, their emails were also being sent to spam.

Not good.

Here's what we did...

?????????????? ???????? ???????????????? ???? ???????????? ???????? ??????????.

Here's the deal.

In my opinion, email lists built with a tool like "spin-the-wheel" (aka "The wheel of doom") will typically have a very large number of bad leads due to the the format of the "spin-the-wheel" opt-in.

What we've noticed (and the data backs this up) is that people seeing the wheel aren't concerned about your brand, they just want to win something from spinning that damn wheel!

And so what ends up happening is...

You build a large list, (which is great for the ego), who never open, clicks or buys anything from your emails.

Plus, you've got to pay to email all those people, who never open anything...

And guess what happens when you keep emailing all these people who DGAF about your brand?

Yes... you guessed it.

Those "dead/bad" emails lead to decreased deliverability, as your sender reputation is impacted.

So the more you send, the harder it becomes to inbox.

Plus, the deliverability team at Klaviyo is always telling us to move clients away from the "spin-the-wheel" because it hurts their systems ability to inbox when you are sending so many emails that are never engaged with.

Lets dig deeper...

We pulled a list of people with zero email opens AND active on site 0 times in the last 90 days.

523,816 subscribers fit this profile.

Egads!

Point proven.

Zero email opens AND not been to the store in the last 90 days...

?????? ?????????? ?????? ???????????? ?????? ???????? ???? ???????? ?????????????????

Nah.

Onward!

Next... we looked at their automated flows.

We first had to do a complete overhaul of the flow SEQUENCING of the emails as well as the DESIGN... and then TEST everything in our software to make sure it all looks correctly across all devices.

Then, we noticed many of the emails they had been sending previously were too copy heavy, (which works great for selling info products), however typically with ecommerce items, it's more quick decision and impulsive buying, and thus, long copy emails don't work as well.

(plus they tend to look antiquated these days, unless done right)

We also noticed this client had a lot of repetitive flows which leads to over-sending, so we had to clean them out.

From there, we re-worked their Post Purchase Flow...

When we started, there were site-wide discounts in this flow, we started testing this against specific product offers because we often find these specific offers work better than just a general site wide discount.

Then we moved to the Abandoned Cart Flow...

We started A/B testing email delivery times, email type as well as subject lines.

And then the Browse Abandon Flow...

We A/B tested delivery times, email copy length and the addition of social proof/product reviews.

For the Winback flow...

we A/B tested "blind" offers, multiple subject lines and personal product recommendations.

And as you can see from the screenshots, this has worked really well and will continue to improve the more we optimize.

Crazy, but we haven't even started talking about what we did to their weekly campaigns...

?? ONE LAST THING: You know where to reach me if you need help with your store's email. My team and I will handle all the stress for ya and make it rain ??