How our Email Automation setup generated a 2,034% increase in Email Revenue within 4 months
Industry: Accessories and Apparel Platform: Shopify
About the Brand
Sphinx is a German brand committed to destigmatizing traditional period issues for menstruating people regardless of their size, race, orientation, and budget.
They offer a line of period undergarments designed to provide comfort, freedom of movement, and sustainability.
Body acceptance and self-love, are primary tenets of the brand because they believe periods are and should be the most normal thing in this world and should no longer be a taboo.
The main USPs of the brand include:
SELF-LOVE - Menstruating people should feel and act normal during their period - because it’s the only way they should feel.
SUSTAINABILITY - With Sphinx, it’s not about the profit, but about offering a carefree period to menstruating people.
DIVERSITY - Sphinx stands for everyone, no matter if a woman, trans, or non-binary
INCLUSIVITY - All sizes available (up to 7XL)
eCom Maniacs took on the task of implementing Sphinx's retention marketing strategy in November 2021 and found that their existing email strategy only generated €4.7K of revenue, which accounts for just a 6.25% share.
What was holding them back:
- A subscriber list that is lean and unsegmented
- General lack of retention marketing strategy
- Flows are not set up for pre-, post-, and re-engagement
November 2021 - Start of our client engagement and the beginning of preliminary adjustments and setting up of flows
December 2021 - Email Flows Set-up goes live
Email Flow Revenue only generated €4.5K, while the absence of campaigns (the client's preference) generated a very low revenue of just €200.
This refers to the period covering the 4 months from when their Email Flows went live.
The client did not run any campaigns during this period, hence the low numbers attributed to Email Campaign Revenue.
Email Flows generated €100.3K, a 2,034% increase from the starting numbers in November 2021 (€4.7K).
General Strategy Breakdown:
The path to success can be broken down into three major parts.
1. List Growth
Grow and enrich the customer list by designing Popups that capture more first-party profiling data (email, phone number, birthdate).
OPTIMIZING POPUPS FOR LIST BUILDING
The Popup we created now captures more than just the standard information (email/name). Additional fields were added to the Popup, including birthdate and phone number.
We utilized the following strategies when creating Popups:
- Ensure design is responsive to mobile and desktop.
- Keep Popup designs consistent with website branding.
- Include a clear and compelling Call to Action.
- A/B test time delays.
2. Branding and Design Upgrade
We refreshed email templates with improved design and polished copy that ensured branding consistency throughout Flows and Campaigns.
3. Audience-Specific Copy
Sphinx's customers were primarily German speakers, but some weren't native speakers. To communicate with different segments in their preferred language, we created all our Flows in both English and German.
Our comprehensive Flow Automation setup, designed to interact with customers at every point of the buying journey, contributed to an increase of 459% in Email Revenue from 2021 to 2022.
Furthermore, our Popup Flow contributed to 1,362% Subscriber List Growth within 4 months of going live.
Sphinx began with 448 subscribers and grew to 6,549 subscribers by March of 2022.
While the client opted not to run any campaigns during this period, their Email Flows brought in an aggregate total of €100.1K over 4 months.
Sphinx started with €4.5K before we set up their Flow automation and ended with €100.1K in Email Flow Revenue from November 2021 to March 2022. This accounts for a 468% all-time increase year-to-year.
Total Email Revenue increased by 459% between 2021 and 2022.
From November 2021 to March 2022, Total Revenue reached €410.3K, with €100.3K generated by Email Marketing Flows.
Accordingly, this represents a 2,034% increase relative to the starting numbers in November 2021 (€4.7K).
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