When it comes to affordable marketing, few tactics are as thrifty as email. But running an email campaign right is something of a science.
Our client, a brick and mortar salon and eCommerce retailer of their beauty products, needed measurable results. They wanted something affordable to execute that could directly increase shopper retention and drive revenue, for which attribution would be finite. It was important for the client to know the efforts were paying off, and the money was well-spent. Email marketing was a reliable option.
WHY DID WE RECOMMEND EMAIL?
1. The client was able to provide us with a large CRM list consisting of their eCommerce shoppers and Salon clients. Knowing returning customer rate was important to the client, we were able to leverage this data to re-engage past customers.
2. This tactic could be executed at a regular frequency and is always measurable. By featuring different products, offers, or highlighting press releases, we could push specific products and measure the sale of those products by attributing the click throughs properly.
Over time, we found big leaps in YOY performance:
Conversions from Email to eComm increased
Attributed Sales from Email Marketing increased
CRAFTING THE CAMPAIGN
Weekly emails were sent to the existing clientele of the retailer. They were largely photographic in nature, and each featured a particular product, product type, or promotion. The imagery featured professional models and product shots, portraying the modern lifestyle the brand emulates.
REPETITION PAID OFF
In the first 7 months of 2019, returning customers grew by 19%, to 41.45% of current eCommerce clients. This healthy blend of new to existing customers is indicative of a retailer poised to continue their strong growth.
While email may be considered a tactic that is overused, in the case of an eCommerce retailer with a strong CRM, it’s a truly viable solution.
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