CASE STUDY
How We 7X-ed the Monthly Email Marketing Revenue of a Home-Decor Brand
Brand Story & Challenges
This client is a UK-based luxury furniture store selling various types of furniture, including tableware, rugs, cushions, throws, art pieces, sofas, chairs, bar stools, coffee tables, side tables, beds, dining tables, and different types of lighting.
The price range of their products starts from around £200, going all the way to £8,000.
They started working with us in January of 2022, and we began running flows and campaigns for them from February onwards. Prior to joining us, they had only two abandoned cart emails running on Privy, from November 2021 to February 2022, which generated about $1,500 in revenue.
Before working with us (January 2022)
6 months after working with us (August 2022)
Before Budai Media
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Only a portion of total revenue is generated through email marketing (£10-15,000/month)
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On average, each of the client’s email campaigns only generated up to £5,000 before working with us.
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Only 1 flow (Abandoned Cart) and a few occasional email campaigns
After Budai Media
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Up to 40% of total sales revenue was made through email campaigns in June (around £100,000/month)
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10 emails per month, adding consistency.
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98% of inboxes, preventing being flagged as spam.
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Upgraded email design to build their brand value
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Up to 55,07% open rate in August 2022, and still growing.
How We Helped
Initially, we created simple, copy-focused emails without much design but starting in July, we launched more design-heavy emails. The email flows are still on simple design, but we have been sending out high-tier design campaigns since July. Regarding KPIs, we outperformed their estimates right from the start.
In terms of revenue, in most of the months, we could consistently achieve over 30% of total sales from emails since they started working with us. After a mere $15,000 was generated in-house, we helped them make $34,278 in February when they first joined us.
We kept increasing this figure to reach $105,000 in August. These figures meant 40% of their total sales in August. This is a massive increase in terms of results. In the meantime, the profitability of the brand also increased, so they could re-invest more into their growth.
January 2022 - Pre Budai Media
In January 2022, our client only generated $13,792 through email marketing.
February 2022: 1 month of working with Budai Media
In just 30 days of working with Budai Media, our client was able to increase their sales revenue from email marketing to £34,278, which made up 27% of their total sales.
August 2022: 6 Months of working with Budai Media
After 6 months of working together, 36% of their total sales were generated from email marketing equaling £91,835 in that particular month.
Besides revenue, the open rates and click rates of the campaigns have also been consistent. As you can see below, the email open rates increased from around 30% beyond 50% in these 6 months.
The click rates also slightly improved.
After achieving these results, we look forward to increasing the ratio of email marketing sales compared to their total sales and overall increasing their monthly sales.
We can still see opportunities in this brand with more sophisticated segmentation, campaign strategy, keeping the high inbox rate, and adding more granular email marketing flows and signup forms.
CONCLUSION
With this home decor client, we achieved a 7X increase in their monthly email marketing revenue and a 98% email deliverability rate.
By partnering with Budai Media, the client benefited from a comprehensive approach involving multiple email flows, high-tier design, and a strategic migration to Klaviyo. This not only enhanced the brand's email-generated sales but also contributed up to 40% of their total revenue.
When we started working together in February 2022, the goal of the client was to generate £10-15,000 in revenue per month from email and make about 30% of their sales from this marketing channel. They also aimed to sell more high-ticket items through emails to their returning customers.
Our setup included:
a. two welcome emails,
b. a popup on their website,
c. a new abandoned checkout flow,
d. the browse abandonment flow,
e. the returning customer email flow, and
f .the new customer flow.
g. We created about five flows for them and have been sending ten email campaigns per month since the first month.
Check out this case study to learn more about setting up email flows.
Also, we migrated them to Klaviyo because they used Privy abandoned cart emails before.
This brings us to the next point which is that we could improve their email deliverability. An email marketing platform with better-sending IP reputation can immediately improve your inbox rates and the migration definitely helped us achieve this.
Initially, their inbox rate hovered around 75%, but by September 2022, it increased to 98%. This improvement was mainly due to separating Hotmail and Outlook users from the regular segments and including the name of a person instead of just the brand name in the emails, which improved the inbox rate for Hotmail and Outlook users.