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’re
one of the largest RC retailers in the USA, and they sell high-quality products at
affordable prices. Unlike other RC stores, they test every product they sell to
ensure it’s of the highest quality.

What John has to say about InboxArmy

Inverted quotes

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.

John Balzowski

(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:

  • 01
    Performing an audit of their email campaigns and ESP

    The first thing we did was audit their
    email list, campaigns, email designs, and
    ESP.

  • 02
    Migrating their email list/operation to Klaviyo

    ESP Vendor Evaluation & Migration is one
    of the many services we offer at InboxArmy.

  • 03
    Creating Welcome Email and Cart Abandonment automations

    We created two high-performing email
    automations for RCJuice.

  • 04
    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+!

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.

Migrating from
Mailchimp to Klaviyo

Email Automations

We created two high-performing email automations for RCJuice

3.1 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:
  • Simplicity

    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.

  • Incentives

    The last 2 emails include a 10%
    discount code to help nudge
    them to complete their purchase.

  • Imagery

    By including images of the
    products they abandoned, we help shoppers recall why they wanted those products in the first place.

  • Urgency

    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.

The Email Flow is as follows:

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.

Welcome Email
Automations

The key features of the new Welcome Email series are:

  • Email marketing services

    Incentives

    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..

  • Email marketing services

    Relationship Building

    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.

  • Email marketing services

    Social Proof

    We share customer reviews that
    demonstrate that RCJuice has quality
    products and happy customers.

First, to help RCJuice grow their subscriber list, we installed a pop-up subscription form on their website.

The Email Flow is as follows:

Email marketing Casestudy

Welcome Email 2

  • Timing: 1 day after email 1.
  • Contents: 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

  • Timing: 1 day after email 2.
  • Contents: 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.

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.

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%

Let Us Help Take You To The Next Level Of Email Marketing

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