Designer Handbag Brand (Based in the US)
INTRODUCTION
Strategic segmentation led to a marked improvement in our client’s email marketing metrics including: higher open and click rates, better customer engagement and ultimately, a boost in sales conversions.
INDUSTRY: Fashion
Opt-in forms
improved by 100%
Abandoned cart email
open rate of 55.5%
Spam complaint rate
went from ‘Poor’ to ‘Excellent’
PROBLEMS THEY HAD:
The client faced challenges with low email open and click rates. This was primarily because they were broadcasting campaigns to their entire list, without tailoring them to specific segments.
Our client couldn’t be happier with the results we achieved. By deep-diving into strategic segmentation we not only boosted their email marketing metrics, we also ensured a personalised shopping experience. In summary they had: higher open and click rates, meaningful customer engagement and a noticeable uptick in sales conversion. Our secret was in the pre and post-purchase flows and a fun quiz which features in their opt-in form. Our client was over the moon and felt that doubling the effectiveness of their key flows was a game-changer.
WHAT WE DID TO FIX IT:
We realised that effective segments aren’t just created; they need to be uncovered through research. To understand our client’s prospects and customers better, we incorporated surveys in our pre and post-purchase flows. These surveys revealed key insights, such as price sensitivity among non-purchasers and appreciation for our post-purchase maintenance guides among buyers.
Recognising the value of this direct customer feedback, we introduced a quiz in their opt-in form. This quiz was designed to gather specific information, including preferred price points and interest in guides and tips. Armed with this data, we created targeted segments based on price sensitivity, which influenced our email subject lines and content offerings. We gave them daily consultations, which helped them double the effectiveness of their opt-in forms and their four key flows. Key flows included: Welcome Series, Abandoned Checkout, Browse Abandonment and Post Purchase (Onboarding) Flows. As a consequence of flow improvements, their other metrics also rose.
WHAT THE RESULTS WERE:
This strategic segmentation led to a marked improvement in our client’s email marketing metrics including higher open and click rates, better customer engagement and ultimately, a boost in sales conversions.
A few words on the final result
Schedule a Free Call with an Email Marketing Specialist.
We’ll walk you through a roadmap to higher profits from B2B emails.