How an interior decor company increased revenue by 288% in less than 5 months with eCom Maniacs' efficient multi-channel marketing approach
Haus of Interiors
Industry: Home Improvement Platform: Shopify
About the Brand
Haus of Interiors is a UK-based store that specializes in European-style interior furnishings.
Their high-end minimalist design pieces and excellent customer service make them a premier destination for home, office, and commercial decor.
Haus of Interiors is proud to be known as a brand synonymous with luxury and minimalism.
The company wanted to improve its eCommerce health and solidify its standing as a premier design and decor store while forging strong customer loyalty.
In order to do that, they had to set up an advanced Retention Marketing System.
Our client did not have any efforts geared towards customer retention yet, and this was apparent in their email share being less than 5% before onboarding with us.
What was holding them back:
- The customer was unaware that SMS and Email Marketing are crucial for Retention Marketing.
- They didn't have their pre-, post and, re-engagement Flows set up.
- They also didn't have a clear strategy for their ongoing monthly email & SMS Campaigns.
Q3 2021 Total Revenue was $50.7K, with only $14.7K of it coming from Email Revenue. Owned revenue share was less than 30% in June 2021.
Flows and Campaigns were only making $13K and $1.4K, respectively.
Within the first few months after working with eCom Maniacs, Haus of Interiors experienced tangible improvements in their KPIs:
Business Revenue was up by 38% in Q4 2021 at $294K total revenue. Made $114K cash revenue from Flows and Campaigns in Q4, up by 76% from Q3 2021. Owned revenue share was also up by 27% in Q4.
November 2021 marked the highest in email revenue generated and can be attributed to the BFCM strategy we implemented at that time.
These figures illustrate the performance of the client's Retention Marketing strategy playing out 9 months since starting working with eCom Maniacs.
Total Revenue increased by 129% in a year-to-year comparison, from 2021 to 2022.
Despite a 53% seasonal dip in email revenue (December 2021 and mid-Q1 2022), revenue was still on an upward trajectory at $74.8K, $59.6K, and $68.1K for the first three months of 2022.
Owned Revenue Share for Q1 2022 recovers and lands at 30.56% in March, up nearly 10% from February.
Owned Revenue Share also saw a sharp rise during the tail end of Q1 2022 as market seasonality stabilizes.
Messenger & SMS total cash revenue went from 0 to an additional $52.2K from August 2021 to July 2022.
eCom Maniacs helped increase revenue by 288% in less than 5 months with multi-channel marketing.
Our Retention Marketing Playbook
Site visitors and potential buyers were not properly followed up with. The potential from Pre-Purchase Flows was critically untapped.
The absence of Popups or forms collecting customer information posed an issue because Haus of Interiors' customer list was limited only to subscribers that had already purchased.
So we approached the problem with a 4-pronged plan:
- Setting up a robust Retention Marketing Flows Setup
- Heavy A/B testing on Email & SMS Flows and Campaigns
- Personalization at scale through segmentation
- Multi-channel List Growth (Email + SMS)
SMS Channel Immediate Impact
Haus of Interiors' first customer touchpoint includes a Popup that triggers a Welcome Flow as soon as customers click on it.
The Welcome Flow helped build a strong rapport between Haus of Interiors and their customers through the informative content they delivered, such as interior decor tips and best practices for picking the right items.
Moreover, this Brand-Indoctrination sequence also included a triggered email that automatically reminded customers about unused discount codes, which boosted customer activation.
Integrating SMS Marketing into the client's Retention Strategy added efficiency and convenience and allowed a sizeable bulk of customer service requests to be fully automated.
This automation alone added over $52.2K in revenue from both Email & SMS channels.
Before working with us, Haus of Interiors was already collecting data on their customers.
However, customer groups were improperly segmented.
Therefore, after collecting a sizeable amount of list subscribers via SMS & Email, we started applying advanced segmentation strategies based on the first-party data gathered through the forms. This allowed us to identify a variety of customer groups and analyze which ones demonstrated particular behavioral patterns.
This allowed us to compare different customer segments and evaluate which customers we should avoid and which ones we should concentrate on.
For these segments, we sent highly-targeted campaigns, which helped generate a good chunk of additional revenue.
Multi-Step Popup for List Growth
We implemented site-wide multi-step Popups triggered by Exit-Intent customer behavior.
We made the strategic decision to overhaul the client's existing single-step Popup, as it was underperforming in capturing quality leads.
The old Popup offered a contest and only asked for an email address.
We recommended the client utilize a multi-step Popup to encourage users to begin the opt-in process with a single click. Moreover, this format would allow the client to capture more than just a prospective customer's email address.
An additional advantage to the multi-step Popup is that it is a much less intimidating experience for potential subscribers because they are not pushed into immediately handing over contact information.
The first Popup within our newly-implemented series offers a 10% discount just for inputting an email address.
The second Popup offers an additional 15% discount, should the customer feel inclined to provide their mobile number.
This adjustment resulted in an impressive 6.34% Form Submit Rate, which ranks far higher than the industry standard of 1-2%.
Haus of Interiors' total SMS revenue jumped from 0 to $52.2K from August 2021 to July 2022.
Mobile Popups accounted for $41.2K of that total, while Klaviyo Form and Short Code Opt-in brought in $10.3K and $625, respectively.
As part of the eCom Maniacs quality assurance process, we study KPIs and evaluate performance in the span of 3 PARTS:
- The performance after the first 3 months from signing up with us (Q3 2021).
- The performance during the last quarter of 2021 in comparison to Q3 2021.
- The performance of Q1 of 2022 in comparison to the previous quarter.
PART 1: Q3 2021
The first three months after working with eCom Maniacs saw email performance at healthy levels.
Campaign Performance for this quarter saw an overall score of 35.5% for Open Rate and 4.88% for the Click Rate.
PART 2: Q4 2021 vs. Q3 2021
The numbers increased as we rolled into Q4 of 2021.
Overall Open Rate hit nearly 40%, and Click Rate remained high, at 3.43%.
This period was especially significant since we also executed a highly-effective, lead-generating BFCM Strategy for our client. This alone made them an extra $87.1K in generated revenue.
PART 3: Q1 2022 vs. Q4 2021
The first quarter of 2022 saw a continued upward trend, with overall Open Rate hitting 46.6% while Click Rate scored 2.47%.
This is a slight decrease compared to the previous quarter, but we are confident this is due to seasonality and buying fatigue from the holiday season.
Nevertheless, KPIs remain within a high range based on industry benchmarks.
Total revenue generated:
We began 2022 with a 129% jump (or $203K) from the previous year in cash revenue, with $53.6K coming from email revenue.
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