Quarter 4, 2017
Email Design Development
The design of emails was based on the core audience analysis.
- The master template menu based on the email heatmaps analysis and A/B testing results.
- Bright and catchy emails for the 18-25 age segment; concise and informative emails for the 25+ age audience.
- The email and product card design matched the website’s to increase recognisability and trust.
- Emails with experimental product cards were sent only to loyal subscribers.
Welcome Email Introductions
1
stemail
Contained an introduction message and suggestion to check customer reviews or submit their own.
2
ndemail
Invited to join Stylus on social media.
3
rdemail
Suggested visiting the website page with the most attractive Stylus offers and novelties.
Revenue from welcome series
Email List Segmentation
The email list segmentation, which is a must-have for effective email marketing, helped us sort out the active subscribers. According to their preferences, age and gender, this group would become a target for promotional emails.
By reducing the emails’ frequency, the additional funds in the email marketing budget was released to introduce pre-sales and cross-sales trigger emails. Dynamic cards with related products were added to order confirmation emails. We also launched additional emails with product recommendations.
The email list segmentation helped us sort out the active subscribers. According to their preferences, age and gender, this group would become a target for promotional emails.
By reducing the emails’ frequency, the additional funds in the email marketing budget was released to introduce pre-sales and cross-sales trigger emails.
Sent emails
Revenue
Re-engagement Emails Introduction
To re-engage inactive subscribers we introduced a series of emails, offering to return to the website, view new items and use a discount code for a purchase.
The final series email contained a questionnaire with a link to a hidden page with a unique discount code. Inactive subscribers did not receive emails anymore.
Of inactive users were re-engaged
Promotional Emails
With the same budget, the number of promotional emails increased to 12 per month by sending them solely to the active audience. The bright design and content-plan, developed in comparison with the Stylus team campaign, allowed to increase the revenue from promotional emails by 90%.
With the same budget, the number of promotional emails increased to 12 per month by sending them solely to the active audience.
Revenue from promotional emails
Triggered Emails
The “Abandoned cart” and “Abandoned view” triggered emails were sent only one time. That’s why we decided to add the second and third emails with intervals in 2 and 5 days.
Increase in the number of sent emails
Revenue from triggered emails