CASE STUDY
How We Helped a Sauna Brand Generate Over $805k Through Email and SMS Marketing in One Year
Historia y desafíos de la marca
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
$ 755 ingresos por flujos
$ 0 de ingresos de campañas
0,24% de ingresos adicionales del marketing por correo electrónico al mes
Y así es como se ve después de un mes de trabajar con nosotros:
The brand earned $1.8 million in revenue in just six months without any help from email marketing.
$ 755 ingresos por flujos
$ 0 de ingresos de campañas
0,24% de ingresos adicionales del marketing por correo electrónico al mes
Y así es como se ve después de un mes de trabajar con nosotros:
After working together for one month our client was able to generate $109k extra revenue through email marketing. $71k of this was through the 4 email flows we set up for them.
Email marketing revenue in August 2023 (After 2 months after working together)
By August we started sending out more email campaigns, the flows also started generating more revenue. In just 2 months email accounted for 45% of their total store revenue.
In September we noticed a sharp rise in the revenue generated through email campaigns. We had been testing promotional emails vs content emails to see what works better for the brand, and moved towards sending more content and educational emails since they performed better.
In October we made $204k through email marketing, this is almost double of the revenue we had been generating for them per month.
November was our highest earning month where we generated over $300k through email marketing out of which $195k was through email campaigns. We witnessed such a massive jump since November is when all their Black Friday campaigns went live.
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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Total revenue of $2 million in 6 months, with no contribution from email or SMS marketing.
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Absence of any structured email or SMS marketing campaigns.
Nuestro cliente opera en el nicho de impresión bajo demanda con hermosos productos de “pintar sus propias imágenes”. Este nicho de personalización y bricolaje en rápido crecimiento puede ser muy lucrativo. Su audiencia principal está en los EE. UU., En su mayoría mujeres, y en el rango de edad de 25 a 34 años.
Eugen, el fundador, vino inicialmente a nosotros porque sus amigos propietarios de tiendas de comercio electrónico también trabajan con nosotros en una tienda que, desafortunadamente, no podemos nombrar por respeto a su privacidad.
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In just one month of setting up flows, $71k revenue was generated.
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Total revenue from email marketing reached $855k
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SMS marketing brought in $81,000.
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A significant growth in SMS contacts, with 573 new additions.
Cómo ayudamos
$ 55,920 ingresos por flujos
$ 16.840 de ingresos de campañas
14% de ingresos mensuales adicionales por correo electrónico
¿Cómo lo hicimos?
Lo normal.
Configuramos los flujos más esenciales para Eugen:
Carro abandonado
Examinar abandono
Flujo de bienvenida (para ventanas emergentes)
Nuevo cliente
Soy Cliente
VIP
Reconquistar
Además de esto, configuramos cuatro ventanas emergentes segmentadas usando Optinmonster y enviamos diez campañas de correo electrónico. Una cosa a tener en cuenta es que, dado que este es un negocio en el nicho del arte, podría pensar que los correos electrónicos eran súper elegantes. La cosa es que no lo fueron. Todavía.
Cuando tiene una tienda que todavía no tiene la infraestructura de marketing por correo electrónico adecuada, lo mejor que puede hacer es emplear el principio 80:20.
Y concéntrese en las cosas más importantes que le harán ganar dinero. Y entonces configuramos los correos electrónicos con los elementos de diseño existentes que el cliente ya tenía, y decidimos optimizar más más adelante.
Entonces, una vez que estuvimos trabajando juntos durante unos meses, decidimos junto con Eugen actualizar el diseño de los correos electrónicos y hacer que se vean así:
For the second pop-up, we took things up a notch by offering an additional $300 off in exchange for the customer's phone number. This approach proved to be a hit, attracting more than 567 sign-ups in less than six months.
Email marketing flows
After setting up their pop-ups, our next task was to establish automated flows. Did you know that, according to a study by Episerver, 92% of people visiting a website don’t make a purchase on their first visit? This statistic is particularly relevant for high-value products, where customers often take more time to decide on substantial investments.
This is where automated flows can do their magic. Automated flows allow you to stay in touch with customers through various steps of their customer journey and motivate them to make a purchase. For our clients we set-up four basic automated flows to help them get started. Here’s our blueprint:
👉 Welcome Flow: We created a 2 email welcome flow which gave new subscribers their promised discount, and some information about the brand.
👉 Browse Abandonment Flow: Our browse abandonment flow consisted of three emails. The first email asked customers for feedback and consisted of FAQ’s. This email was followed up by a second email which offered discounts. We created multiple variations of the second email and segmented it to offer customers a discount based on the product they were browsing. The last email serves as a quick reminder to use their discount before the offer expires.
👉 Abandoned Cart Flow: This flow mirrored the strategy of the browse abandonment flow but was sent to customers who have already added items to their cart.
👉 Post-Purchase Flow: Our most detailed flow, the post-purchase flow, was designed to thank customers for their purchase and then offer them information and advice on how to get the best use out of their product.
Buying a sauna is a big decision. With the help of the post-purchase flow our clients were able to offer a more personalized experience to their customers which included sending out useful tips on how to make the best use of their new products, care instructions, and more.
Email campaigns
Once we had the automated flows in place, we turned our focus to the email campaigns. The goal was to strike the perfect balance between promotional content and informative material. We knew that with a product as significant and intricate as a sauna, our campaigns needed to educate as much as they enticed.
👉 Educational content: We prioritized sending emails that delved into the details of sauna benefits, maintenance tips, and user guides. This approach was designed to position our client not just as a seller, but as an expert in the field.
👉 Promotional offers: While educational emails formed the backbone of our strategy, we didn't overlook the allure of a good deal. Our promotional emails were carefully timed and crafted, ensuring that each offer felt exclusive and valuable.
👉 Trust emails: We also incorporated trust based emails into our campaigns, sharing customer testimonials, and stories that highlighted the transformative experience of owning a sauna. This approach helped in building a community feel and deepening customer engagement.
What’s next?
As we look ahead, our strategy for the sauna brand's email marketing focuses on refining and expanding our successful tactics. Here's what we have in store:
Planning more targeted campaigns: We're delving deeper into data-driven insights to craft even more targeted email campaigns. The aim is to reach customers with messages that resonate with their specific interests and buying behavior. This could mean creating campaigns tailored to different customer segments, such as new sauna owners, repeat customers, or those who have shown interest but haven't made a purchase yet.
Expanding the post-purchase email flow: Recognizing the importance of nurturing customer relationships after a purchase, we're planning to add more layers to our post-purchase flow. This expansion will include a wider range of content, such as advanced usage tips, long-term maintenance advice, and exclusive offers on complementary products. The goal is to enhance the customer experience and foster loyalty, turning one-time buyers into lifelong fans.
Enhancing existing email flows with more targeted branches: Now that we’ve got the basic automated flows setup, we’d like to build on it further by adding more segmented branches to each flow. This means personalizing the journey even more based on user interactions. For instance, if a customer shows interest in a specific type of sauna or accessory, our automated flows will adapt to provide more tailored information and offers related to those interests.
CONCLUSION
In just five months, our strategic approach combining website pop-ups, automated flows, and carefully crafted email campaigns transformed the sauna brand's digital marketing. We elevated their revenue from virtually zero email and SMS contribution to an impressive $805k from email marketing alone, plus an additional $81k from SMS. This remarkable growth, achieved by tailoring our tactics to the brand’s high-value products, showcases the power of personalized retention marketing.