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
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:
Cart Abandonment Email 1
- Subject Line: "Forgot to checkout? It is still in your cart"
- Timing: 4 hours after abandonment.
- Contents: 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
- Subject Line: "Your favorite products are waiting for
you in the cart." - Timing: 18 hours after email 1.
- Contents: A reminder that we saved their cart for them.
Images of the products they abandoned (and the cost).
A "Checkout Now" CTA. - Social Proof: Positive reviews from happy customers.
Cart Abandonment Email 3
- Subject Line: One click and we'll deliver your favorite products at your doorstep
- Timing: 1 day after email 2.
- Contents: 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
- Subject Line: "Save 10% with this special coupon."
- Timing: 2 days after email 3.
- Contents: 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
- Subject Line: "REMINDER: Your special coupon expires soon."
- Timing: 18 hours after email 4.
- Contents: 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.
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:
-
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.. -
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. -
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:
Welcome Email 1
- Timing: 2 minutes after sign-up.
- Contents: 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.
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%
