How We Helped An Online Retailer Increase Their Email Marketing Revenue By 300%
Introduction
Some of our clients seek our help resolving small, specific issues with their email marketing.
They want us to create email automations or develop email templates or audit their email marketing program.
But many clients require a more involved, holistic approach to their problems.
Their email marketing operation isn’t getting the results they want, and they need us to figure out what’s wrong, determine how it can be fixed, and apply our full suite of email marketing services.
RCJuice is one of those clients. After identifying and fixing some fundamental issues with their email operation, we created and deployed some email automations and manual email campaigns that helped them increase their email marketing revenue by 300% in just 6 months.
Here’s how….
Client Background
RCJuice is an online retailer of RC electronics, parts, and accessories. They’reone of the largest RC retailers in the USA, and they sell high-quality products ataffordable prices. Unlike other RC stores, they test every product they sell toensure it’s of the highest quality.
The campaigns done by InboxArmy have been infinitely more successful. They showed us that we were making alot of errors in our previous email marketing and exposed us to a lot of aspects which were missing out. InboxArmy has being an outstanding asset.
Owner
Goals
Move Ebay/Amazon business towards site
They sell their products on Ebay and Amazon and wanted to move their business towards their website.
Grow Email List
They needed help growing their email list, increasing email deliverability, and increasing email engagement.
Identify & Fix Issues
They hired us to perform an audit of their email marketing operation, set up, and strategy, including:
- List Analysis
- ESP Analysis
- Campaign Analysis
- Email Design Audit
Increase Email-Driven Revenue
Most importantly, RCJuice needed us to make suggestions for how to improve their email marketing campaigns, design emails, and create automations to help them drive traffic to their website and increase email-driven revenue.
How We Helped RCJuice Increase
Their Email Marketing Revenue By 300%
Our work with RCJuice involved:
Performing an audit of their email campaigns and ESP
The first thing we did was audit their email list, campaigns, email designs, and ESP.
Migrating their email list/operation to Klaviyo
ESP Vendor Evaluation & Migration is one of the many services we offer at InboxArmy.
Creating Welcome Email and Cart Abandonment automations
We created two high-performing email automations for RCJuice.
Creating manual email campaigns
We also helped RCJuice develop product-focused manual email campaigns that they send out 4-5 times per month.
Email Audit
The first thing we did was audit their email list, campaigns, email designs, and ESP. We were able to identify multiple issues that were harming the performance of their email efforts and suggest improvements that would optimize their results.
But most notably, we were able to identify and fix a few big issues
- First, we noticed that their ecommerce store was set up on Magento 1.0. That version of Magento had expired, which led to two more problems.
- RCJuice was using MailChimp as an ESP. MailChimp didn’t integrate with that expired version of Magento. So we were unable to collect revenue data from their previous email campaigns.
- We also noticed that a lot of people on their email list weren’t receiving emails. After some investigation, we learned that this was another issue caused by the fact that Magento 1.0 had expired.
- These were two serious, fundamental problems that needed to be addressed before their email operation could experience any real success. While there are many tactics and strategies for improving email campaigns, there’s no way to tell if they’re working without tracking revenue data.
And regardless of how big their list grew, if their subscribers weren’t receiving emails then they’d never be able to drive significant conversions and revenue.
After working to resolve the issue, we discovered that, in order for RC Juice to get access to the revenue data from their email campaigns, they’d have to migrate their eCommerce store to Magento 2.0 – an operation that would take 4-5 months and cost $50K+!
Migrating from Mailchimp to Klaviyo
ESP Vendor Evaluation & Migration is one of the many services we offer at InboxArmy. We study our clients’ businesses and email marketing operations and use our expertise in 40+ ESP vendors to help them find the best vendor for their needs.
For RCJuice, we suggested that they migrate to Klaviyo. Klaviyo is a great ESP that we recommend to many of our clients.
But more importantly, it integrates with Magento and enables RCJuice to better track revenue data from their email campaigns.
We were also able to sync Klaviyo to MailChimp’s API, which gave us access to their entire email list and all the data from their old campaigns.
Email Automations
We created two high-performing email automations for RCJuice
1. Cart Abandonment Automation
We created a 5-email cart abandonment automation for shoppers who abandoned carts.
The key features of the Cart Abandonment emails are:
The first 3 emails were kept simple – essentially just a reminder that we saved their cart for them with pictures of the products they abandoned.
The last 2 emails include a 10% discount code to help nudge them to complete their purchase.
By including images of the products they abandoned, we help shoppers recall why they wanted those products in the first place.
In the last two emails, we add a deadline to when their discount code and cart expire. By adding urgency, we can incentivize hesitant shoppers to make a decision.
Cart Abandonment Email 1
"Forgot to checkout? It is still in your cart"
4 hours after abandonment.
A reminder that we saved their cart for them.Images of the products they abandoned (and the cost). A "Checkout Now" CTA. An invitation to contact support if they need help
Cart Abandonment Email 2
"Your favorite products are waiting for you in the cart."
18 hours after email 1.
A reminder that we saved their cart for them. Images of the products they abandoned (and the cost). A "Checkout Now" CTA.
Positive reviews from happy customers.
Cart Abandonment Email 3
"One click and we'll deliver your favorite products at your doorstep"
1 day after email 2.
A reminder that we saved their cart for them. Images of the products they abandoned (and the cost).
A "Complete Your Order" CTA.
Relevant videos from RCJuice's YouTube channel.
Cart Abandonment Email 4
“Save 10% with this special coupon."
2 days after email 3.
An invitation to use the provided discount code to take 10% of their order (valid for the next 48 hours). Images of the products they abandoned (and the cost). A "Complete My Purchase" CTA. A "Go To Cart" CTA.
Cart Abandonment Email 5
“REMINDER: Your special coupon expires soon.”
18 hours after email 4.
An invitation to use the provided discount code to take 10% off their order.
A reminder that their cart will expire in the next 24 hours. Images of the products they abandoned (and the cost).
A "Checkout Now" CTA.
Images of 3 of RCJuice's best selling products.
2. Welcome Email Automations
First, to help RCJuice grow their subscriber list, we installed a pop-up subscription form on their website.
We also created a new Welcome Email series that primed new subscribers for engagement and generated conversions.
The key features of the new Welcome Email series are:
We offered a 10% discount code on the subscribers first purchase. This incentivizes them to try RCJuice’s products quickly, as well as make a larger first-purchase to take full advantage of the discount..
We introduced new subscribers to RCJuice by giving them a brief history of the business, sharing a message from their CEO, and sharing links to their blog and YouTube channel. This builds a relationship with customers and familiarizes them with all that RCJuice has to offer.
We share customer reviews that demonstrate that RCJuice has quality products and happy customers.
The Email Flow is as follows:
Welcome Email 1
2 minutes after sign-up.
A message welcoming subscribers to RCJuice. A brief introduction to/history of RCJuice's business. A 10% discount code on their first purchase. Links to RCJuice's blog, where subscribers can learn more about their products and other RC related topics.
Welcome Email 2
"Your favorite products are waiting for you in the cart."
1 day after email 1.
A message from RCJuice's CEO John Balzowski.A description of what to expect from RCJuice's emails. Another invitation to use the 10% discount code. Links to videos on RCJuice's YouTube channel.
Welcome Email 3
1 day after email 2.
A description of how RCJuice ensures that their products are of the best quality. Another invitation to use the 10% discount code. Positive reviews from satisfied customers.
First, to help RCJuice grow their subscriber list, we installed a pop-up subscription form on their website.
Manual Email Campaigns
We also helped RCJuice develop product-focused manual email campaigns that they send out 4-5 times per month. Thanks to the migration to Klaviyo, these campaigns have a much higher delivery rate than their previous email campaigns. And thanks to some changes to the design and content of these campaigns, they generate significantly more opens, clicks, and revenue than their previous email campaigns.
Subject Line: Are your RC Car’s Tires ready to hit the track?
Subject Line: Looking to make weight adjustments to balance your RC Car?
Subject Line: Are your RC Car’s Tires ready to hit the track?
Subject Line: Looking to make weight adjustments to balance your RC Car?
Results
-
We saved RCJuice ~$50K and 4-5 months of downtime by migrating them to Klaviyo rather than upgrading to Magento 2.0. -
Our improvements to their email campaigns led to significant increases in: - Revenue.
- Open rates.
- Click-to-open-rates.
-
Created a Cart Abandonment Automation that increased their monthly revenue by 400% -
Created a Welcome Email Automation that primes subscribers for engagement and increased their monthly revenue by 150% -
Increased their email marketing revenue by 300%
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“We looked at 16 different agencies, interviewed 8 of them and selected InboxArmy as number 1 pick.”
We hired InboxArmy to redesign Salesforce Marketing Cloud emails. The goal was to create a new master template that matched branding using industry best practices. After we signed the SOW, we had a couple discovery calls, submitted our brief and branding document. Once we were on the same page, InboxArmy did design in batches, we had 3 rounds of reviews and once all was finalized IA coded and implemented the templates for us in MC.
During discovery calls, members of IA were present (covering design and coding). After that we always communicated with our representative, Charlie. Being able to understand branding and our needs, design capabilities, coding pace, responsiveness and always willing to go step beyond for this project.
Felt like IA and we were on the same team.
