How This Jewelry Brand Increased Their Email Revenue From 15% To 47% In Just 6 Months
Brand Story & Challenges
This email marketing case study shows how we helped a jewelry brand increase the amount of revenue they generated from email marketing from 15% to 47.99% in just 6 months.
When we initially audited the brand’s email marketing setup back in March 2023 we noticed that their store was only generating 15% of their revenue through email marketing, this was because they didn’t have any email flows set up, and because their email campaign strategy only focused on sharing large discounts to drive revenue.
The brand set a goal to increase their email revenue to 25%. In the last 90 days, we’ve surpassed the initial goal as currently 47.99% of their revenue is being generated through email marketing.
This email marketing case study talks about how we were able to surpass this goal, and highlights the two things that helped us achieve our goal: automated email flows and a balanced email campaign strategy.
Previous 90 days before working with us
Only 15% of their store revenue is generated through email marketing. The brand made $10,690 through email marketing in the last 3 months before working with us.
1 Month after working with us
$9,467 generated through email marketing in just one month of working with us. Out of this $9,111 was through the welcome flow and browse abandonment flow that we set up for them.
The last 90 days of working with us
$34,886 generated in just 3 months. Email revenue accounted for 47.99% of total store revenue, surpassing the initial goal of 25% email revenue set by our client. $27,090 out of this was made through the automated flows we helped set up.
Before Budai Media
No flows setup
Email marketing accounted for 15% of the store revenue
$10,690 generated through email marketing in 90 days
Email strategy leaned heavily towards massive discounts.
After Budai Media
More than 10 automated flows set up
Email marketing accounted for 47.99% of the store revenue
$34,886 generated through email marketing in 3 months
Trust and content emails implemented to shift focus from heavy discounts
How We Helped
How did we help our customers change their strategy:
After setting up their initial email flows, we helped them shift gears by doing two things:
1. Introducing Trust and Content Based Emails: We added informational emails that gave customers more insight into the story behind the products, the different kinds of rings they can buy to their email mix to add more value and build a more long term connection.
2. Limiting discounts: Discounts have been limited to a maximum of 50 USD off or 15%. The more significant 20% discounts are now reserved only for special occasions, ensuring they maintain exclusivity and value.
This email marketing case study shows you how building the right automated email flows can help you bring in consistent revenue, and increase your customer retention in just a short amount of time. The 10 automated flows we created for our client helped them generate $34,886 in just 3 months. The flows along with their new trust and content focused email strategy helped us increase the amount of revenue the store generated through email marketing from 15% to 47.99% in just 6 months.
It also highlights the importance of thinking beyond promotional emails and formulating a balanced and well thought out email campaign strategy when it comes to long term growth.
Email flows are not just about welcoming new subscribers or nudging potential customers to complete a purchase—they're about maximizing e-commerce revenue. For a jewelry brand we partnered with, establishing robust email flows was our top priority.
Our Flow Strategy
Initial State: The client initially had no email flow strategy.
Our Solution: We crafted over 11 tailored automated email flows to personalize the customer experience based on individual behaviors.
Implementation Phases: Now we knew we couldn’t create all of these flows overnight, which is why we categorized these flows based on priority and created them over a 3 month period.
Stage 1: Essential High-Priority Flows
With 96% of website visitors not making a purchase on their first visit, capturing visitor data through a pop-up is essential. We focused on three critical flows:
👉 Welcome Flow: Engage new sign-ups.
👉 Abandoned Cart Flow: Remind visitors of what they’ve left behind.
👉 Browse Abandonment Flow: Re-engage visitors who browsed but didn't add items to the cart.
Each flow contained two emails: an immediate response to the visitor's action and a discount to entice them to make a purchase, and a follow-up email to drive urgency and remind them of the discount’s validity sent 12 hours later.
Curious to know more about how to create a high converting welcome flow? Check out our Youtube tutorial for step by step instructions.
Stage 2: Informational Flows, Customer Retention Flows.
Once you’ve set up your essential flows that help you reel in your first purchase, it’s time to move on and build email flows that will help nurture these new relationships you’ve built.
In order to nurture these relationships we set up three more flows for our client:
👉 New Customer Flow: A 2 email flow which starts off with a personal email from the founder thanking them for making their first purchase, and a second email that provides them with an exclusive discount which can be availed on the next purchase.
👉 Post Purchase Flow: Similar to the new customer flow, this email flow was for repeat customers who have made a new purchase. The first email thanked customers for their purchase and provided them with order information details, while the second email provided them with a discount incentivizing them to shop again.
👉 Ring Sizer Flow: Many customers are hesitant to buy rings online because they do not know which size to order.
Our client came up with an extremely innovative way to get rid of this issue: They created a custom ring sizer which customers could order for free to measure their ring size at home before placing an order.
We created two email flows to help our client maximize the impact of this unique offering.
The first was an informational email flow that let new website visitors know about this unique offering.
And the second was an action based email flow that was sent to customers after they purchased a ring sizer to educate them on how to use the product, and offer them an exclusive discount to incentivize a purchase.( If you provide any unique customer friendly services such as free returns, try at home services, etc, make sure that you set up an email flow and let your customers know about them.)
Stage 3: VIP Flows, Anniversary Flows, Sunset Flows, Winback Flows
Not everyone behaves the same way. While on one spectrum you may have regular customers who purchase from you every month, on the other end you might have subscribers who haven’t opened an email in months.
Which is why once you’ve got all your basics covered, you need to start creating flows to help you segment your audience.
Here are 3 flows that can help:
👉 VIP Flow: A simple three email VIP flow which congratulated loyal customers when they completed enough milestones to join the brand’s three tiered VIP programme, and informed them about all their new perks.
👉 Sunset Email: Unengaged customers can do more harm than good as they affect your deliverability rate. Which is why it's important to take time out and clean your email list to ensure your brand’s email health. We created a simple two sequence email flow where we asked inactive users if they’d like to opt-out of our emails. If they agreed to stay on, they’d receive a second email thanking them for giving the brand another chance.
👉 Win-back Flow: Another simple email flow designed to convert unengaged visitors by offering them a discount to come back and make a purchase. This flow is targeted to list members who have gone more than 60 days without making a purchase.
⭐ Anniversary Flow: In the world of jewelry, where gifts mark special occasions, personalization is key. That's why we set up a bonus 'Anniversary Flow' for our clients.
This thoughtful automation adds a personal touch to your customer service by celebrating the milestones that matter most to your clients.
By collecting important dates like birthdays and anniversaries, we were able to create tailored emails to celebrate customers' special moments. This thoughtful gesture not only makes customers feel valued but also encourages celebratory purchases, deepening the customer relationship and driving sales.
Our Campaign Strategy
While automated email flows are necessary, no email strategy would be complete without email campaigns.
Most brands only send out emails to offer discounts or alert their customers about a new product.
In fact, this is exactly what our client did before teaming up with us. As you can see below, our client used email campaigns to send out discounts to customers. These discounts were as high as up to 30% off and ate up a big chunk of their profit margin.
Here’s why this isn’t the best email strategy:
❌ Offering heavy discounts from the get-go can hurt your brand value. Customers start expecting discounts, and don’t value buying your product at its full price.
❌ Discounts are great to entice customers in the short term, but it won’t keep them engaged for long. Over time your customers will lose interest in what you have to say if you’re only sending them sales emails.