5 Surprising eCommerce Email Marketing Case Studies (#2 Will Blow Your Mind…)
If you own (or work for) an eCommerce company or online retailer, you may want to stop what you’re doing, shut down your other tabs, turn your phone and email off, and pay attention to this blog post on eCommerce email marketing.
Because you’re about to discover how to increase your sales by 10-25%.
Email marketing works (and if you aren’t currently sending both automated emails and manual broadcasts, you are missing out big time).
Here’s why your company needs an email marketing strategy:
- Email now accounts for 7% of all eCommerce user acquisitions. This makes it the second most effective customer acquisition channel (behind search at 15.9%) for online retailers.
- The customer lifetime value (CLV) of customers acquired through email is 12% higher than average (to put that into perspective, Twitter’s CLV is 23% lower than average).
- The average return on email marketing investment is $44.25 for every dollar spent.
So like I said one second ago…
…your company NEEDS an email marketing strategy.
I don’t like to repeat myself, but you’d be surprised by how many eCommerce companies and online retailers we speak with who are doing:
- tens of millions of dollars in sales
- have large customer databases
- spend bucketloads on advertising, but
- DO NOT have an email marketing strategy
If they are sending emails, they’re average and poorly thought out at best.
…there are MILLIONS of dollars up for grabs at these companies – but it’s left on the table because the CEO or marketing department doesn’t get their act together and implement an email marketing strategy.
If you’re one of the smart, forward-thinking companies that DOES have an email marketing strategy, kudos to you.
Now, without further ado, let’s get into these case studies.
Whether or not you have an email marketing strategy, one of these case studies is sure to spark a nifty idea on how to boost sales.
Case Study #1: How To Generate 830% ROI
First up, we have a case study from QIS Packaging (a company that sells paper bags and packaging, among other things).
QIS Packaging hired ReEngager to create an email promotion for their database of customers.
Like many of the eCommerce companies we speak with, QIS Packaging had built a successful enterprise without a single bit of email marketing. That’s right. They’d never emailed their database.
That is, until we entered the picture.
Our job was to prove to Richard that email marketing was one of the most predictable ways to increase his sales.
How did we do?.
“…830% ROI and continuing, a “whopping” 13% conversion rate on sales.”
On completion, Richard said:
“To date our ROI is 830%, head and shoulders above any other ROI for any other paid traffic campaigns we are running. With sales running at a whopping 13% conversion rate. This has proven to us the absolute worth of targeted professional email marketing of the type that ReEngager specialises in.”
Here’s How We Did It:
First, we cleaned the list using Brite Verify.
Second, we sent a 3-email promotion over a week.
A simple discount offer.
How You Can Do It:
This works best with companies who have never emailed their database (or rarely).
- Clean your list using Brite Verify.
- Determine a promotion of some kind (examples: free shipping, 5% off, 15% off, free gift on orders over $100)
- Create a 3-email promotion
- Send email 1 on Thursday, send email 2 on Sunday, send email 3 on Thursday
Simple and (relatively) easy, right?
In the next case study, find out out Envelopes.com cut checkout abandonment by 40% and increased checkout conversions by 65%.
Case Study #2: How To Increase Checkout Conversions By 65%
You may have heard of cart abandonment. Maybe you’ve even got a cart abandonment sequence.
Whatever stage you’re at, this eCommerce email marketing case study from Envelopes.com and MarketingSherpa.com will open your eyes to the potential of email marketing (particularly marketing automation).
What’s the big deal?
Envelopes.com Cut Checkout Abandonment By 40% (That’s A 65% Increase In Checkout Conversions!)
To put that into perspective, most eCommerce companies and online retailers achieve abandonment recovery rates of 5-15%.
In other words, Envelopes.com achieved a 3-4x improved on the average recovery rate.
How Did They Do It?
Instead of only 1 cart abandonment email or 1 trigger like most eCommerce companies, Envelopes.com created 3 different campaigns:
- 3 email campaign for people who reached the checkout but abandoned
- 3 email campaign for people who added products to their cart but did not visit the checkout and did not complete a purchase
- 1 email campaign for people who visited a product category page but did not add anything to their cart and did not complete a purchase
Here’s How You Can Do It:
Create the email template. Each email should include:
- a product image
- a “thank you” message
- a “shop now” button
- options to shop (ie. shop by size, color, etc)
Once you have your email template, create 3 email campaigns.
- 3 email campaign for people who reached the checkout but abandoned
- 3 email campaign for people who added products to their cart but did not complete a purchase
- 1 email campaign for people who visited a product category page but did not complete a purchase
Finally, add the emails to your email marketing automation software, hit the “ON” switch, and prepare yourself for a substantial bump in sales.
Want more information on this strategy, or do you have questions? Book a free 30-minute consultation and we’ll explain everything.
If you want to see the full case study on MarketingSherpa.com, click here.
In the next case study, see how LV= used dynamic content and behavioural targeting to make £198.40 for every £1 they spent.
Case Study #3: How To Make £198.40 For Every £1 You Spend
It’s hard to argue with a 19,840% ROI.
To reinforce just how important email marketing and marketing automation software is to eCommerce companies and online retailers, I wanted to show you another case study with dynamic targeting.
This case study is from LV= and the folks at Econsultancy.
The result speaks for itself:
£198.40 For Every £1 They Spent
Would you like a 19,840% ROI?
The question is…
How Did They Do It?
One of the key features of this strategy from LV= was dynamic content that was targeted to specific users.
Just like Envelopes.com, they customized their emails based on their pages people visited, and sent specific campaigns based on those pages and those behaviours.
For example, if someone left the website without purchasing, they would send an email 24 hours later to remind them. If they still didn’t purchase, they would send another email 3 days later.
One of the other things they did was send a “thanks for purchasing” email that became an effective cross-sell mechanism and pushed people to buy more products.
Here’s How You Can Do It:
Mimic the strategy, just like I encouraged you to do with Envelopes.com.
Better yet, think creatively about the points in your funnel where people drop off. Each point can act as a trigger for an email campaign.
For example, when someone visits the checkout but doesn’t complete a purchase, we can trigger an email campaign.
And if they only add products to their cart and never visit the checkout, we can trigger a different email campaign.
The lesson here isn’t that you need the exact same email campaigns as Envelopes.com or LV=. The lesson is to find as many triggers in YOUR company’s funnel and plug them with conversion-optimized email campaigns.
Want the full case study details? Click here.
In the next case study, find out how to triple your email marketing revenue with ONE simple email.
Case Study #4: How To Triple Your Email Marketing Revenue
Technically, this isn’t a case study, but I feel that it’s important to mention.
Here’s the deal:
Welcome Emails Get 3X The Transactions And Revenue Per Email Compared With Regular Promotions (source)
Richard’s 830% ROI was based on a 3-email promotion.
But welcome emails get 3 TIMES the transactions and revenue of regular promotions.
So do you know what Richard needs?
A welcome email.
How To Set It Up
The welcome email is for someone who signs up to your website for a free coupon or gift. It can also be used for customers.
The email should include:
- relevant copy in the subject line and email (ie. Welcome to the family)
- give them the incentive (such as the 10% off coupon you promised them when they signed up)
- perform brand indoctrination (what makes you special?)
- make a relevant, time-sensitive offer (you want that first-purchase ASAP!)
In the next case study, find out how EasyDNS increased sales by 10% with a full lifecycle email marketing program.
Case Study #5: How To Increase Yearly Sales By 10%
EasyDNS is a domain name and DNS provider. They provide a “premium” version of what you can get at GoDaddy or HostGator, and the benefits include increased security, reliability and upside.
How did we help EasyDNS?
“In just a few months, they added an additional 10% to our revenue.”
10% might not sound like a big deal, but when you’re talking about companies doing tens of millions, or even hundreds of millions, in sales, that 10% IS a big deal.
To a $10M company, a 10% increase in sales would be an additional $1M in sales… every year.
What would a 10% increase in sales do for your company?
You’d have more revenue, more profits, a higher profit margin, and probably more free time.
Here’s How We Did It
We implemented the following campaigns:
- welcome email
- lead nurture series
- cart abandonment series
- browse abandonment email
- first-time customer series
- repeat-customer series
- reengagement series
We also optimized the order confirmations (Pro tip: your transactional emails get the highest open and click rates of ANY emails you send, so you them wisely! Add product recommendations and go for the upsell.)
Here’s How You Can Do it
Take the above list of campaigns, sign up to Klaviyo or Bronto, and implement!
|“In just a few months, they added an additional 10% to our revenue. If you’re looking for a capable, professional company to execute your email marketing program, ReEngager is solid bet. Highly recommended!”|
|Tamas , EasyDNS|
Want to find out how we can increase your company’s sales by 10%? Book a free 30-minute consultation and we’ll give you the full rundown.
In the next section, I’ll summarize the key lessons from these case studies.
Summary: 5 Things Your eCommerce Company Needs Today
Here are the 5 key lessons/takeaways from these case studies:
- Regular email promotions
- At least 3 types of abandonment email campaigns
- Dynamic content that changes based on your customers’ details and behaviour
- A welcome email
- As many other lifecycle email marketing campaigns as possible (nurture campaign, educational, first-time buyer, repeat buyer, transactional, reengagement)
Maybe you’re wondering…
How Much Can You Increase Sales At Your Company?
After reading all this, you might be wondering how much you can increase sales as your company.
Based on our work with our eCommerce companies and online retailers, we find that typical improvement ranges from 10% to 25%.
We’re confident of this that we often provide a return-on-investment guarantee.
To learn more about the ReEngager ROI Guarantee and how we can help you increase sales by 10% to 25%, book a free consultation with ReEngager today.
In this free 30-minute consultation, you’ll discover:
- how to increase your company’s sales by 10-25% with eCommerce email marketing
- how the ReEngager ROI Guarantee works (and if we’re able to guarantee the ROI for your company)
- how to apply the ideas and case studies in this blog post to your specific business
Not ready to talk?
Download rip sheet instead: 10 eCommerce Email Marketing Growth Hacks: Increase Your Sales By 10-25% In 3 Months Or Less